The world is getting smart, and so is the packaging and cosmetics industry. With this smartness and innovative packaging trends, connected packaging is introduced in the food, pharmaceuticals, beauty, and a diverse range of other industries.
Although upto 90% of brands either have started using connected packaging or are considering it, it might feel like a big deal for new brands. But, let us tell you that all you have to do is create a personalized code and print it on the package.
However, there is more to connected packaging that you need to know. Therefore, let us discuss what is connected packaging, how you can incorporate it into your brand, and what are its benefits.
What is Connected Packaging?
Connected packaging, as the name implies, is the type of packaging that allows consumers to connect with the brand and its products. Also known as smart packaging, connected packaging can change the physical packaging experience into a modern digital one.
It works through the technology of QR codes, RFID, and NFC incorporated in packaging designs. Once the customer scans the code given on the packaging with her/his mobile phone, he/she gets access to a variety of contents through the mobile phone.
It includes information about the product, promotional offers of the brand, how-to instructions, and digital games to engage with the consumers. Furthermore, it helps the customers share their feedback about the product directly with the brand.
Connected Packaging Industry Stats
Considering how fast the world is adopting digital technology and moving in the direction of an online world, it is obvious that connected packaging has made its mark in the physical packaging industry.
According to Packaging Getaway, around 82% of the companies in the packaging industry used connected packaging in the last year. Furthermore, 88% of the companies already have plans to bring connected packaging for their products by the end of 2024.
Designing Connected Packaging for Cosmetics
Just like QR codes are used to scan contacts and NFC tags allow consumers to make direct payments, these can also be used for designing connected packaging for cosmetics.
So, let us learn how the top 2 online technologies can help you design connected packaging for your brand.
1. Using QR Codes
QR code, abbreviated as Quick Response code, is a 2-D matrix barcode that has a specific black-and-white pattern in which information is encoded into that pattern. Consumers can scan the QR code with the camera of their devices like mobile phones and tablets and the information encoded in the QR code is displayed on the device.
Additionally, they can be used to install apps and have one-click access to the website of your beauty brand.
2. Adding NFC Tags
Another way of manufacturing connected packaging is to incorporate NFC tags in your best cosmetic packaging. NFC, abbreviated as Near Field Communication, helps in establishing a connection between two electronic devices that are at a close distance.
It uses radio frequency waves to make a connection. Data is stored in NFC chips and it can be transmitted to the consumer’s device.
Benefits of Connected Packaging for Cosmetic Brands
Yes, connected packaging for cosmetics seems thrilling. But, what exactly excites the consumers to buy it? Well, here is your answer.
1. Personalization and Tailored Experiences
When a customer scans a code or buys connected packaging, the interests, buying history, and information about the favorite products of that particular customer are shared with the brand.
This allows the brand to provide personalized offers, particularly for that customer. Moreover, it helps the customer choose products according to his/her skin type and concerns. The brand can make online suggestions about the products as well.
Consequently, smart packaging adds to the customer experience with custom cosmetic packaging.
2. Direct Line for Consumer Engagement
In the cosmetic industry, every brand is trying its best to engage consumers. With a relatively limited number of consumers compared to unlimited brands, consumer engagement is becoming quite a challenge.
As every person always has their phones in their hands and is so used to scanning QR codes for every other thing, connected packaging boasts consumer engagement.
Furthermore, it can provide a direct line to the consumers allowing them to have products they want. Thus, cosmetic brands of the present day need connected packaging for marketing, consumer loyalty, and profits.
3. Increase in Cross-Selling and Upselling Opportunities
How difficult was it for the brands to sell multiple products to one customer in the past? People are either bothered by the salesperson or simply do not find the selling pitch tempting.
On the other hand, connected packaging provides cross-selling and upselling opportunities to the brand. This is because scanning a code can open a few related product recommendations to the customer.
Furthermore, QR codes and NFC tags can provide irresistible offers for upgrading their normal products to premium ones and more.
4. Customer Retention Through Loyalty Programs
Customers might buy a lot physically from your beauty brand but not everyone is aware of the loyalty programs. However, if you incorporate your loyalty program into the cosmetic packaging boxes through smart codes.
These smart codes will allow the customer to take part in loyalty programs, become premium members, benefit from exclusive offers, and even have chances to win giveaways.
Thus, a cosmetic or skincare brand can retain more and more customers by connected packaging.
Conclusion
Connected packaging through QR codes or NFC tags is a way of building a connection with the consumers. It helps cosmetic brands have loyal consumers, increase the sales of their products, and have feedback from the customers.
For customers, connected packaging allows them to have personalized product suggestions, promotions, and discounts, and also give feedback about the products. Therefore, if you are also planning to bring connected packaging to your beauty brand, contact VCPAK.
