Decoding the Most Popular Cosmetic Packaging Design on Major E-commerce Platforms in Southeast Asia

Cosmetic packaging designplays a significant role in the cosmetic beauty industry, particularly in the scope of e-commerce.

The packaging design is the initial point of contact between the consumer and the commodity, which acts to the decision of the consumer and the brand’s perception.

Suppose you are a consumer and walk through the cosmetic section of an e-commerce site.

With so many different options to choose from, what makes a particular product stand out from the rest?

The packaging design!

The design of the packaging is responsible for first bringing notice and curiosity to the consumer and thus might encourage the consumer to explore further.

Southeast Asia is defined as a strategically placed and colorful region with peculiar consumer behaviors and preferences.

The world of e commerce businessE-commerce in Southeast Asia is frequently gaining tons of momentum; a majority of the consumers are buying cosmetics through e-commerce platforms.

Note down the minimalistic design and bright colors, natural feels, innovative shapes and geometric designs are the most popular cosmetic packaging design trends in the Southeast Asian beauty market. Source

Southeast Asia is a very dynamic region. The e-commerce market in Southeast Asia is growing very fast. Southeast Asia’s e-commerce market is growing at a very fast pace.

Many consumers from Southeast Asia markets are choosing e-commerce to buy cosmetics. According to Google and Temasek, the e-commerce market in Southeast Asia is expected to reach $172 billion.

This article will decode the most popular cosmetic packaging design trends on major e-commerce platforms in Southeast Asia, highlighting the unique makeup consumer behavior and preferences in the region Asian trends.

Unique Preferences and Behaviors of Southeast Asian Customers

Mobile-Centric Shopping Habits

• Southeast Asia is experiencing a revolution in terms of mobile. And almost half of the e-commerce trade is held through mobiles and smartphones.
• Southeast Asian consumers like to shop on the go. They use mobile apps to browse, purchase, and engage with brands.

Platform-Specific Shopping Experiences

• Every e-commerce platform in Asia has a unique experience to cater to unique user bases.
• Shopee offers interactive features and a gamified shopping experience. The unbelievably cheap deals offered on Shopee have attracted hunters around the region. It is grabbing the younger demographic too.
• Lazada is known for its extensive range of products and offers. It also offers exclusive deals. It is a go-to site for soccer moms as well as office workers. Once you have filled up your cart, you can check out the same cart with the same payment method.
• Tokopedia offers Indonesians community-driven commerce with the help of local content, communities, and personalized recommendations. Source

Cultural Influences on Aesthetics

• Brands that incorporate cultural motifs, colors, and symbols into their packaging designs can forge deeper connections with local consumers.
• Understanding cultural nuances and sensitivities is essential for crafting packaging designs that resonate with diverse audiences across the region.

Reliance on Customer Reviews

• Positive online reviews and ratings are crucial factors influencing repeat purchases, highlighting the importance of trust in online business
• A considerable percentage of consumers prioritize fast and reliable shipping as a key factor influencing their repeat purchases.

Best cosmetic packaging designs in Southeast Asia

Data gathered from the economic growth of the Asian market and commerce platforms such as Shopee, Lazada, and Tokopedia offer insights into the effectiveness of various packaging styles.  

1. Throughout Southeast Asia luxury cosmetic packaging designs that showcase colors and captivating graphics are known to capture the attention of consumers and boost sales.
2. In nations like Indonesia and Thailand packaging designs inspired by customs and heritage like Batik patterns or traditional motifs resonate strongly with consumers.
3. In Singapore, there is a preference for modern and creative cosmetic packaging designs. Due to limited living spaces in apartments, compact and easily storable packaging is favored. Minimalist designs featuring lines and simple typography are well received by a segment of consumers in urban hubs, like Singapore and Kuala Lumpur.
4. In Thailand, consumers lean towards designs that convey brand authenticity and premium quality. Some major European and American cosmetic packaging design agencies have adopted packaging strategies to cater to cost-effectiveness demands while appealing to a consumer base.
5. In Malaysia, consumers from different backgrounds tend to prefer distinct types of products. Indian and Malay consumers show a preference, for herbal cosmetics while Chinese consumers lean toward Korean cosmetic brands. Source

Popular Shapes and Forms Of Cosmetic Packaging in Southeast Asia

Here are some packaging styles and shapes that have become popular in beauty markets in Southeast Asia:

Sleek and Minimalist Designs

The clean lines, simple shapes, and minimalist looks are well-received by consumers throughout Southeast Asia.

Slim bottles, sleek tubes, and minimalist jars convey sophistication and modernity.

Brands like COSRX and Innisfree have effectively embraced the new trend of minimalist packaging designs.

Vibrant and Playful Shapes

Packaging with colors and playful shapes appeals to consumers in Southeast Asia specifically among the younger population.

Curved bottles, designs, and colorful containers bring a sense of fun and creativity. Brands like TonyMoly and Etude House integrate shapes and bright colors into their packaging concepts.

Compact and Portable Containers

Compact forms such as jars, travel-sized bottles, and slim compacts are popular due to their portability and convenience for consumers, with busy lifestyles.

Innovative Materials

Premium skincare and beauty brands too, in India like Forest Essentials and The Body Shop are exploring the use of materials such as glass bottles to elevate the appeal and perceived value of their products.

Eco-Friendly and Sustainable Packaging

The shift towards packaging made from materials, biodegradable plastics, and sustainable options secondary packaging is gaining traction among consumers who prioritize eco-friendly choices.

Color Scheme Preferred By Southeast Asia’s Customers

Cosmetic packaging designed to resonate with Asian customers often incorporates cosmetic colors, including:

White:

White is one of the popular packaging colors, in Japan and other parts of Asia symbolizing purity, cleanliness, and efficiency.

It is frequently utilized in designs to convey a sense of integrity and contemporary style.

Pink:

Pink is associated with femininity, romance, and sweetness.

Cosmetic brands often use soft pastel shades in packaging for skincare products, body lotions, and fragrances to create a sense of luxury and indulgence.

Gold:

Gold represents luxury, sophistication, and exclusivity. It conveys a sense of high quality and elegance, making it ideal for premium cosmetic brands targeting consumers seeking luxury experiences. Source

Green:

Green is linked to natural, eco-friendly, and healthy qualities.

Brands often use earthy tones in packaging for organic skincare lines, herbal remedies, and eco-conscious cosmetics to appeal to environmentally-conscious consumers.

Vibrant and Bold Colors

Bright and bold colors such as red, orange, black, and hot pink are commonly used in cosmetic packaging to grab attention.

Brands often use vibrant colors in packaging for lipsticks, eyeshadows, and blushes, making them some of the best packaging colors for e-commerce visibility.

Eco-Friendly Packaging Trends

Eco-friendly packaging materials such as recycled paper, biodegradable plastics, bamboo, and glass are gaining traction among environmentally-conscious consumers.

Brands are focusing on reducing packaging waste, minimizing single-use plastics, and opting for materials that are recyclable, compostable, or reusable.

Many brands are adopting sustainable practices throughout their supply chains, from sourcing raw materials responsibly to minimizing energy consumption and waste in manufacturing processes.

Implementation of regulations and policies by governments to promote sustainable packaging practices. Focus on reducing waste generation during the production, distribution, and disposal stages. Source

Southeast Asian Cosmetic Brands Incorporating Eco-Friendly Trend

Human Nature (Philippines)

• Human Nature is a Philippines-based brand that specializes in natural and organic personal care and beauty products.
• The brand is committed to sustainability and eco-friendly package design for products, using recyclable and biodegradable packaging materials for its products. Many Western luxury brands and local brands have incoporated eco friendly packaging for their products.

The Olive Tree (Singapore)

• The Olive Tree is a Singaporean brand known for its range of skincare products made with natural and sustainable ingredients.
• The brand uses environmentally friendly packaging materials such as glass bottles and recyclable packaging for its products.

Bali Balance (Indonesia)

Bali Balance has gained traction on e-commerce platforms by highlighting its commitment to environmental conservation and offering eco-conscious consumers a sustainable alternative for their skincare needs.

Biconi (Malaysia)

• Biconi is a Malaysian brand known for its natural and organic hair and skincare products.
• The brand is committed to sustainability and uses biodegradable and compostable packaging materials for its products.

Typography and Graphical Elements in Southeast Asian Cosmetic Packaging

In Southeast Asia, typography and graphic elements are essential components of e-commerce websites that help attract online shoppers’ attention and reinforce brand identities.

Specific typography and graphical elements that are popular in the region include:

Simplicity: Keeping typography simple and clear helps improve legibility and enhances the overall aesthetic of the site.

Local languages: Including local languages in addition to English caters to a wider audience and demonstrates respect for local customs.

Brand consistency: Ensuring consistent typographic treatments throughout the site reinforces brand identity and improves recognition.

Responsive design: Optimizing typography and graphics for multiple devices ensures a seamless browsing experience regardless of screen size.

Symbols and icons: Icons and symbols help simplify complex concepts and improve navigation.

Popular cosmetic packaging themes in Southeast Asia include

White and matte finishes: Emphasizing purity and efficiency, reminiscent of Japan’s approach to cosmetics packaging

Traditional influences: Drawing inspiration from local cultures, such as the Korean hanbok motifs seen in Sulwhasoo’s First Care Activating Serum bottle

Innovative caps: Unique cap designs, like oversized lids found on To Summer and Documents fragrances in China, and distinctive caps for Kanebo’s black ranges

Refillable and sustainable packaging: Responding to environmental concerns, many leading brands are creating refillable containers and reducing packaging waste

Maximalism: Striking colors and bold patterns, reflecting the disruption brought by Korean brands like Shiseido’s Sidekick

Premiumization: Utilizing luxurious materials and sophisticated designs to convey prestige and exclusivity.

Different Cosmetic Packaging Design Elements in Southeast Asia

Packaging Design Elements	Preferred Elements
Form	Compact and lightweight packaging, Travel-sized options
Shape	Rectangular shapes, Square or cylindrical bottles
Materials	Plastic, Glass for premium products, Recyclable materials
Colors	Neutral shades (white, gray, silver), Pastels and soft hues, Bright and bold colors
Design	Minimalistic and modern aesthetics, Cultural references, Symbols and illustrations
Packaging Features	Clear and transparent windows, Easy-open mechanisms, Tamper-evident seals, Product descriptions printed on packaging

Influence of E-commerce on Packaging Design

The shift to online shopping has influenced packaging design strategies for cosmetics in Southeast Asia in several ways:

1. Emphasis on visual appeal: Cosmetic packaging must be visually appealing to compete for attention in an online setting, where consumers cannot physically interact with the product before purchasing
2. Memorable unboxing experiences: Creating a positive unboxing experience is crucial for building brand loyalty and fostering a sense of excitement around the product
3. Functionality and convenience: Packaging should facilitate convenient storage and organization, as well as offer additional functionality, such as refillable containers or recyclable components
4. Accessibility of information: Consumers prefer packaging that provides detailed information about the product, including ingredients, usage instructions, and expiry dates
5. Personalization: Offering customizable packaging options can foster engagement and promote user-generated content on social media. Source

Case Study

KNC at Shopee

KNC Beauty, a skincare brand, has experienced significant success on Shopee. The brand’s lip masks, particularly, have garnered attention for their distinctive packaging and affordable pricing, contributing to strong market performance. Source

1. Design Elements
   • Form: Lip mask packets shaped like lips, evoking curiosity and recognition.
   • Shape: Square boxes featuring bold typography and vibrant colors.
   • Color: Bright pastels and neon hues, reflecting youthful energy and trendiness.
   • Materials: Premium matte finish on outer boxes and soft touch on inner packaging, emphasizing luxury and quality. Source.
2. Consumer Engagement
   • The use of bright colors and fun shapes appeals to young consumers seeking unique and Instagrammable products.
   • The premium materials reinforce the brand’s positioning as a luxury skincare option.
3. Brand Identity
   • The packaging aligns with KNC Beauty’s mission to deliver accessible yet indulgent skincare solutions.
   • The brand’s personality—fun, modern, and inclusive—is reflected in the packaging design.
4. Market Impact
   • Sales growth: KNC Beauty’s lip masks consistently rank among top sellers on Shopee, driven largely by the packaging’s ability to capture attention and drive conversions.
   • Social media buzz: KNC Beauty’s packaging frequently appears in user-generated content, serving as free advertising for the brand.
5. Innovative Features
   • KNC Beauty’s packaging incorporates elements of Korean pop culture, tapping into regional affinity and driving demand within the region.

MISSHA at Lazada

How They Boosted Sales on Lazada?

The case study of MISSHA, an international Korean beauty brand, showcases how its collaboration with the Lazada app and utilization of innovative features like LazLive significantly boosted its sales in Southeast Asia. Source

Design Elements

MISSHA’s packaging design likely incorporated ergonomic shapes and eye-catching graphics to attract the diverse user base on the Lazada online shopping app.

Consumer Engagement

Utilizing LazLive, MISSHA engaged consumers through live selling sessions, showcasing products, offering discounts, and enabling direct interaction with potential buyers in real time.

Brand Identity

By leveraging LazLive and collaborating with influencers like Feliza Ava Kiara Toh, MISSHA demonstrated an innovative and interactive approach that resonated with consumers seeking engaging shopping experiences.

Market Impact

The live selling session on Lazada with Feliza generated over 3,900 views, indicating a positive impact on traffic and sales for MISSHA. The interactive nature of the session likely contributed to increased consumer interest and purchases.

Innovative Features

The use of LazLive allowed MISSHA to showcase products, offer discounts, interact with customers in real time, and create an enriching online shopping experience that drove traffic and sales on the platform.

Wardah at Tokopedia

One notable case study is Wardah, a local Indonesian cosmetic brand a Tokopedia seller, that successfully captured the market on Tokopedia marketing by leveraging packaging design tailored to the platform’s shoppers and integrating social media trends to engage younger consumers and a new generation. Source

Design Elements

Wardah’s packaging likely incorporated local cultural motifs and color schemes that resonate with Indonesian consumers on Tokopedia, creating a sense of familiarity and cultural connection.

Consumer Engagement

Wardah integrated social media trends into its packaging design, possibly incorporating elements like Instagrammable packaging or QR codes linking to social media platforms to engage younger consumers who are active on social media.

Brand Identity

By aligning packaging design with local cultural motifs and preferences, Wardah’s brand identity reflected authenticity and resonated with Indonesian consumers. Source

Market Impact

The incorporation of local cultural elements and social media trends likely enhanced Wardah’s visibility on Tokopedia, attracting younger consumers who value local beauty brands that align with their lifestyles and preferences.

Innovative Features

By integrating social media trends into packaging design, Wardah differentiated itself in the market, appealing to tech-savvy consumers and leveraging digital platforms like Tokopedia to drive engagement and sales.

Emerging Trends In Cosmetic Packaging Design

Innovative packaging features like augmented reality experiences, personalized packaging options, and eco-friendly materials can differentiate brands and appeal to environmentally-conscious consumers.

Sustainability is becoming increasingly important, and cosmetic packaging design companies are rethinking their strategies beyond the linear lifecycle of packaging to meet consumer expectations and regulatory demands.

Strategic Recommendations

1. Leverage local cultural motifs and color schemes to connect with consumers on a deeper level.
2. Emphasize sustainability efforts, such as using recycled materials, reducing waste, and promoting circular economy principles.
3. Integrate social media trends into packaging design to engage younger consumers.
4. Collaborating with e-commerce platforms and influencers can also drive engagement and sales
5. Invest in innovative packaging technologies, such as refillable systems, to demonstrate commitment to environmental responsibility. Source

Conclusion

The fusion of tradition and modernity is evident in cosmetic packaging design in southeast Asia and trends, with a harmonious blend of minimalism and maximalism catering to varying tastes within the region.

Sustainability emerges as a key driver, with consumers increasingly valuing eco-friendly materials and practices in cosmetic packaging.

Looking ahead, the future of packaging design in Southeast Asia is poised for further evolution.

Technological advancements will likely play a significant role, offering opportunities for interactive and personalized experiences that enhance consumer engagement with local and international brands together.