Packaging cosmetics into elegant yet efficient packaging can help your beauty brand make its mark in the cosmetics industry.
From design to functionality, cosmetics packaging can be the stimulus for your brand to flourish. It represents your brand and allows the consumers to know your values even without trying the product.
In this article, let us talk about the role cosmetic packaging plays in the beauty and personal care industry along with the tips to manufacture the right cosmetic packaging for your brand.
Impact of Packaging on Sales of Cosmetics
A study published in 2022 states that packaging material, packaging color, printed information, and packaging innovations impact consumer buying behavior, especially among female consumers.
Another study states that around 70% of consumers buy products based on packaging. This is why cosmetic marketing is expected to increase significantly in the coming years.
Role of Packaging for Your Cosmetics Brand
Let us discuss what makes packaging essential for your cosmetic brand.
1. Brand Image and Value
The consumers can review and comment about the product after using it and it won’t play much role in marketing startup brands. However, cosmetics packaging can represent the brand identity, the idea behind your brand, and its values.
For example, many brands are using eco-friendly packaging and protecting the earth from landfills and waste. Similarly, the customizable packaging of some brands shows how thoughtful they are for their consumers.
2. Consumer Appeal
Have you ever bought something because it looked too pretty on that shop’s shelf? Well, that is exactly what makes attractive packaging increase consumer appeal.
Looks are one thing, the ease of use of the product, the way packaging enhances the shelf-life of the active products, and the designing of the cosmetics packaging considering the needs of the consumers also determine the consumer appeal.
3. User Experience
Lotion bottles, hair sprays, cosmetic cream jars, and other cosmetics packaging can enhance the consumer experience. From unboxing the cosmetic packaging to using it for the first time, brands need to make the user experience unforgettable.
For example, imagine the accurate quantity of the product squeezed out in one pump, mist spray bottles spraying the mist on your face instead of dispersing it in other directions, and spatulas allowing you to take out the product without touching it.
4. Product Protection
The cosmetics are prone to environmental factors like contamination and spillage during transport. Therefore, durable and sturdy cosmetic packaging is essential for product protection.
Airtight jars with a leakproof dispensing mechanism protect the product from impurities, microbes, moisture, heat, cold, and UV rays. Additionally, the product reaches its consumers in its original form and quantity.
5. Functionality
Aesthetics and sustainability are one thing, the cosmetics creams packaging must do what it is designed for. For example, a specific juice brand produced paper straws but the straw collapsed when the consumers drank the juice.
What will the consumers do with “reducing plastic waste” when the straw is not doing its job? Therefore, test your product’s packaging design before launch to know if it will work efficiently.
In the case of cosmetics packaging, the functions are protection and dispensation of the products. Also, essential oils bottles are often opaque to protect the active ingredients.
6. Differentiation
People are naturally drawn to things that look unique, original, and different from thousands of others in the market. While the product formulation might not be much different from the ones available in the market, you can work on the packaging to ensure that it stands out.
You can do so by experimenting with different colors, creating unique yet functional shapes of cosmetic jars, and introducing innovative packaging that radiates a vibe of “buy me” when placed on a shelf.
7. Sustainability
These days, people buy more than mere products and brands are much more than mere businesses selling products. Today, people carefully search the pros and cons of what they buy.
Not only the usefulness of the product, pros and cons also include how the brand is affecting society. Therefore, recyclable and eco-friendly packaging can help you show that your brand is taking its responsibility towards the environment seriously.
Considering Packaging Design Elements
Here is what you should consider while designing beauty packaging.
1. Utilizing Color Psychology
As simple as they feel, colors can boost the sales of the products. Different shades of color that are specific to your brand will help your customers recognize your products even from a distance.
Displaying vibrant colors in a shelf of light shades helps your products stand out. Similarly, different generations are attracted to different colors. For example, Gen Z prefers colorful hues while boomers like classic colors like black, white, and golden.
2. Choosing the Right Packaging Material
When it comes to cosmetic jar packaging materials, the options are endless. From cheap plastic and economical glass to natural wood or cellulose and durable metal, choosing the right material is important to selling cosmetic products.
The choice of the right material depends on,
- Sustainability the material offers
- Its compatibility with the products
- Its ability to make different designs
- Its functionality to preserve, store, and transport cosmetic packaging
3. Selecting Packaging Shape and Form
Cosmetic, skincare, and beauty packaging comes in a wide range of shapes and forms. Some of the popular options include,
- Oval or rectangular cosmetic cream jars
- Round or flat bottles
- Elongated tubes
- Twistable sticks
A single cosmetic brand can utilize all these types of cosmetic packaging by packing different types of products in them.
3. Choosing the Lid, Cap, or Closure
A cosmetic container has more than just a body. It has a closure or cap which is used to enclose the contents of the package while allowing consumers to squeeze them out as needed. The closure options include,
- Flip-flop caps
- Screw lids
- Droppers
- Pumps
- Sprays
4. Keeping Up With The Latest Trends in Packaging Design
Whichever material you choose and whatever its design is, following the latest market trends is the way to go. Also, note that the trends are determined by popular materials, shapes, and aesthetics of the product packaging along with the demand of the consumers.
Also, read: E-Commerce Packaging Secrets Revealed.
Conclusion
Cosmetic packaging plays an important role in building the reputation of your brand in the cosmetic industry. Being defined by your values towards use of eco-friendly materials and consideration to catering consumers’ requirements, cosmetic packaging improves user experience.
Therefore, if you want to establish yourself in the cosmetic market, it is time to design cosmetic packaging for your brand enthusiastically. For this, you can contact us to learn more.
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