When it comes to cosmetics, no matter how effective your product, if the packaging isn’t perfect, the sales will go to someone else. Let’s make sure that doesn’t happen!
The cosmetics industry is highly competitive and branding and style can make the difference between success and failure. In this post we examine all the major factors which go in to the creation of successful cosmetics packaging.
While in the modern marketplace several industries are struggling, the beauty, cosmetics, and self-care industry continues to boom. Cosmetic products are created, sold, and valued worldwide. If you’re in the cosmetics industry, however, this is a double-edged sword. On one side it shows there is a thriving market for your products. On the other, it means that you have to face tough competition from other companies who may target the same market demographics. For this reason, creating, sustaining, and promoting brand recognition and developing customer loyalty has never been more important than it is today in the cosmetics industry.
Any cosmetics packaging has a lot of heavy lifting to do. First, it must be branded and readily recognizable. Second, it must instantly communicate its function and value to the casual shopper. Third, it must be safe and compliant with all legal regulations. And finally, it must be practical and within budget to make sure that it represents a good return on your investment. So, how do you create cosmetics packaging that can achieve all of this? Let’s dive in.
Cosmetics packaging: one, two, three
Product packaging for cosmetics should be designed with all three levels in mind. The three levels are the outer packaging used for shipping, the branded decorative packaging in which the goods are boxed, and the containers in which the products themselves are kept and used. Let’s look at each in turn.
Shipping packaging
Nothing could be less interesting than shipping cosmetics products in plain cardboard boxes bought “off-the-shelf” and stuffed with fillers such as polystyrene beans, bubble wrap, or packing paper to fill the space inside the ill-fitting product box! While we’d recommend designing and printing unique custom shipping boxes, we understand that it’s not always feasible for reasons of a limited budget, storage, and other considerations. But you can still brand your shipping boxes in simpler ways, such as branded tape and stickers. These can easily be applied to standard cardboard cartons to personalize them and advertise your brand while your products are in transit.
Product display packaging
In this case, nothing but custom designed and printed product packaging will do. Whether you choose rigid paperboard boxes, collapsible boxes, magnetic closure, gift boxes, or anything else, it’s essential that you plow sufficient resources into the artwork, design, and manufacture of your display packaging. This is the layer of most importance. It’s the one that will be displayed in stores — online or off-line — and it’s the first tactile and visual experience your customers will have on unboxing your product. You should choose the finest materials, a unique and eye-catching design, and a structural format well suited to your product and your market.
Product containers
In most cases, with cosmetics, product containers are made of glass (think of bottles, phials, and so on); plastic (such as tubes, tubs, and such); and metal (tin cans, screw tops, and more). All of these should also be branded even if that only means a distinctive adhesive label.
Cosmetics packaging inserts
Given that many cosmetics products are contained in fragile materials such as glass, and are often liquids which can leak and spill if a glass, plastic, or metal container is damaged, we consider inserts to be essential elements in the perfect cosmetics packaging. Inserts — which may be made of cardboard, molded PVC, or foam, for example — serve several purposes. In the first place, they provide safe housing made to fit the products exactly so they don’t move around or knock together during transit. In the second place, they enhance the unboxing experience for the customer, especially if they’re fully customized and branded. And lastly, they provide extra surfaces on which to communicate marketing messages, special offers, and enhancements to customer engagement.
Cosmetics packaging design concepts
There are several factors to consider when developing the perfect cosmetics packaging design. While fashions change and trends come and go, certain fundamental principles will always be true. The key to successful cosmetics packaging design is to remember that every aspect — from material choices to colors, fonts, logos, and finishes — must be more than merely decorative. Every design element must communicate a clear message about the brand, the product, and the consumer’s aspirations. With that in mind, let’s examine some important aspects of contemporary cosmetics packaging design.
Less is more, more-or-less
Imagine a plain white-gloss box with a simple, recognizable logo embossed on the surface. That would be a minimalist design which could, for the right products and market, be more attractive and effective than a more complex alternative. On the other hand, consider a similar box printed all over with a complex, multi-colored floral pattern, with a die-cut window, and metallic foil stamping on the name and logo. Far from minimalist! But for the right product and market, it may be perfect. Clearly, the more heavily customised and complex a design may be, the more expensive it will become. Simple, clean design may not only resonate with your customers but carve a smaller chunk out of the marketing budget. In the end, complexity or simplicity of the design should be driven not only by cost implications, but by the branding and messaging you wish to communicate to target consumers.
Sustainability
In a time of ecological crisis and climate breakdown, more customers than ever are conscious of the environmental impact of packaging and they alter their buying habits accordingly. It behooves all smart designers to consider incorporating as many sustainable materials and processes into their designs as possible. Consider using FSC-certified paper stock, recycled materials, and biodegradable inks. If you do, you will be able to capitalise on the fact as an extra unique selling point which can boost sales as well as enhance your brand’s reputation among consumers.
Multichannel marketing in cosmetics packaging
Smart cosmetics packaging design integrates the physical product with your brand’s online presence. Your carton or container becomes more than housing when you add a simple QR or AR code to the packaging; which your customers can scan with their smart phones to be taken to your website, a promotional video, your blog, an online catalog, or other virtual resource. Integrating physical packages with virtual resources is an excellent way to enhance engagement and promote further commerce.
Safety and legal compliance
Another vital aspect of the perfect cosmetics packaging is to make sure that it is fully compliant with all safety regulations, health guidelines, and other legislation relevant to such products. Statements, usage instructions, ingredients, and so on should all be integrated into the carton design. You may also wish to include a printed paper insert with any other directions for use, disclaimers, or legal statements.
Finally, focus on the UX — the user experience — to create the perfect cosmetics packaging. Customising beautiful boxes, with well-designed inserts, to house high quality products, is the only way to remain competitive in a fierce cosmetics marketplace.
Talk to us!
When you’re ready to design and print your perfect cosmetic packaging, talk to us first. At QinPrinting, we have over 25 years of successful industry experience, the latest technology, lots of expertise, and a serious commitment to quality and service. Get in touch for a chat through your ideas or to ask us for a precise, no-obligation quote. We’re here to help in any way we can.
The perfect cosmetics packaging is like a captivating first impression—it should entice, engage, and embody the essence of the product within. From sleek designs to eco-friendly materials, it’s a delicate dance between aesthetics and functionality. A balance of practicality and allure, it’s the silent ambassador that speaks volumes about the brand’s commitment to quality and innovation. In essence, it’s not just a container; it’s a promise of luxury, efficacy, and sustainability, all wrapped up in a beautiful package.
Hi Saim,
Thank you for sharing such a thoughtful perspective on cosmetics packaging!