Learn How To Perfect Your Cosmetic Packaging

The lifestyle industry has seen a remarkable surge in recent years. Globally, the beauty sector alone generates over £80 billion. Enthusiastic customers are eager to purchase every cosmetic product imaginable, from age-defying face creams to luxurious moisturisers and hair products infused with bamboo oils.

If you're in the business of selling beauty products, there's a ready audience waiting to buy. However, high demand also means fierce competition.

That's why it's crucial to use every tool at your disposal to ensure your cosmetic product stands out both online and on shop shelves.

In this guide, we'll delve into everything you need to consider when designing your packaging. Win the sale, outshine the competition, and dominate the market.

Lesson 1: Packaging Sells

If you're still reading, you likely fall into one of two categories: either you already sell or manage cosmetic products and are keen to expand your market share, or you're preparing to launch your first cosmetic product in a bustling global industry.

Regardless, packaging is paramount.

The right packaging will help you:

• Captivate your customers

• Elevate your brand

• Steal customers from competitors

• Garner positive reactions

Remember, customers desire a straightforward buying process. They don't want to spend hours sifting through endless product lists. The easier you make it for them, the more likely they are to make a purchase. Similarly, they don't want to compare countless brands every time they shop. They're looking for one they love and can stick with, buying it repeatedly.

More than anything, customers are creatures of habit. It's more cost-effective to retain an existing customer than to acquire a new one. But before you can rely on a loyal customer base, you need to secure that first sale. This is where packaging comes into play.

Lesson 2: People Do Judge a Book by Its Cover

As much as we'd like to believe we look beyond first impressions, the evidence suggests otherwise:

• Recruitment agencies spend just sixty seconds on each CV.

• Employers decide whether they want you on their team within five minutes.

• Customers make purchasing decisions based on your packaging.

This is why it's essential to understand packaging trends, recognise key features, and explore innovative possibilities.

You might have a fantastic product, like a skin cream that makes someone in their sixties look forty. But it won't matter unless your packaging conveys the right message.

Lesson 3: You Can't Win 'Em All

No product is truly universal. There will always be customers who won't buy your product, no matter how much you try to persuade them.

This could be because it doesn't match their personality, appearance, or budget. Let's consider an example in the cosmetics world.

You might be selling a brilliant moisturiser that, despite its benefits, is quite thick and heavy. If that's the case, it won't appeal to people with acne as it will clog their pores, leading to breakouts. It will appeal to those without oily skin, forming part of the audience persona for that specific product.

Once you understand your target audience, you can create packaging that appeals to them specifically. Are you selling wrinkle cream for women over 50? If so, your product needs to be easy to open and highly accessible, as 43% of adults over 65 have at least one disability.

Even design details such as colour, shape, or texture can make your product more appealing to certain customers and less appealing to others.

Lesson 4: Originality Is Overrated

If you work in marketing or design, the urge to create something entirely original can be overwhelming. However, it can also be counterproductive.

Research the market and you'll find that many beauty products share a similar aesthetic. There's a reason for this: it works. Beauty products are often white or light-coloured because these shades suggest hygiene, cleanliness, and the future. Luxury products come in black packaging because that colour is associated with elegance and high quality.

So, you could create beauty packaging that's completely fresh, new, and exciting. But it might not win over your customer base. While customers claim they want fresh ideas, they crave the familiar. Therefore, straying too far from design norms is risky and may not pay off.

There's a balancing act here. Use subtle details like font, imagery, and shape to stand out while retaining other features so customers don't think your product is misplaced.

Lesson 5: Location, Location, Location

Lesson 3 was all about understanding your target audience, including their buying habits and where they're most likely to shop for your products.

They could be shopping for your products:

• On your website

• In the supermarket

• In boutique beauty shops

Each choice will lead to different decisions regarding your packaging design. If you're selling online, your packaging needs to look great in photos and videos, showcased across your site. If it's in the supermarket, a design with tactile appeal would be advantageous. Or, if you're selling in small boutiques, it's all about personality and a personal touch.

Lesson 6: Define Who You Are

We know you don't want to hear this, but the difference between your product and your main competitor's offering is probably...not significant. After all, there's a finite number of ingredients available for beauty products. With that in mind, customers likely aren't purchasing from you because your product has a unique X factor.

Instead, it's probably because they like your brand, who you are, and your messaging. If you're a seasoned pro, you likely already have a clear brand message. If you're just starting out, this could be more challenging.

Are you:

• Eco-conscious?

• Animal-friendly?

• Ultra-innovative?

• Authentically luxurious?

• Insta-worthy?

Once you decide who you are, you can use this to shape your product packaging. Tell a story with everything from your messaging to the design scheme. This is key to creating packaging that converts.

Lesson 7: Some Truths Are Greater Than Others

This is a nuanced concept. From a young age, children are taught that the truth is absolute. However, in the world of marketing, things are a bit different.

There's the truth of your brand. This is the message likely emblazoned on your website's homepage and About page, such as:

THE TRUE FOUNTAIN OF YOUTH

Or

"We started our business to change the world and help everyone bring their inner beauty to the surface. Since then, we have grown tremendously, gaining a wonderful group of clients who trust and adore our makeup. We focus on only using natural ingredients in our cosmetics because we believe..."

This could all be true, but it's not as powerful as the social truth. This is the story told by your customers and clients:

"Amazing, I saw the results after just one day!"

Or

"OMG, this face cream is incredible."

Customers trust this truth more than the word of your marketing team. That's why 80% of customers will search for reviews before committing to a product online.

So, how can you use this to bolster the brand power of your cosmetic packaging?

Firstly, if you are using a review platform like Trustpilot or Feefo, you could place a trust badge somewhere on your packaging. Alternatively, you could even use a quote from a customer as part of your messaging.

Don't forget, beautiful packaging will also ensure that your product attracts influencers. In the world of cosmetics, there's no greater truth than the endorsement of someone with millions of followers on Instagram.

Lesson 8: High Quality Is Key to Everything

Finally, your design won't be worth anything if the quality standards aren't there. If your packaging leaks, is difficult to open, or has wasted space, customers will quickly question whether there's a better alternative. Again, it doesn't matter how great the product is. Poor packaging leads to negative reviews, resulting in lost sales. That's why you need to invest in boxes or containers that tick all the boxes for style and practicality.

With all this firmly in mind, it looks like you're ready to take the beauty industry by storm with the perfect packaging for your product.

Remember, the first step is choosing the right tin, bottle, or tube itself. If you need help or want to explore a quote for bespoke packaging, don't hesitate to get in touch with our team. They'll be delighted to assist you further.

Make sure you also check out part 2 of our cosmetic packaging guide this month:

The Key Elements for Great Cosmetic Packaging Design