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Making It Pretty: The Importance of Packaging for Beauty Products

Think of packaging that is synonymous with its brand. Perhaps Nike’s Swoosh or Tiffany & Co.’s little blue box and white ribbon come to mind. In the cosmetics and beauty industry, where competition is cutthroat, great packaging is critical. Packaging in the beauty industry must be eye-catching and attractive, as well as able to tempt the consumer over the hundreds of other available options.

Getting the Right Packaging

Are you surprised to hear that 95% of new products fail every year? Part of that high percentage is due to packaging — most consumers do not make the effort to weigh one product against another for every type of item they buy. Instead, they make their decision to purchase based on the manufacturer, brand name, packaging, and price. The packaging ultimately leads them to choose one product over another. It also tells consumers how your brand and product differ from the competition, so if your packaging does not attract consumers from the get-go, your brand will never survive.

The Beauty Industry

For cosmetics or beauty products, a beautiful or unique package conveys a positive image about the contents. It should be used as a marketing and promotional tool to attract customers, both at POS and online.

The cosmetics/beauty industry is fast-paced, changing rapidly and frequently. Products often need updated labels and packaging, with custom designs that identify the brand. Since beauty products are usually small in size, the packaging needs to ensure they are easy to use and to protect that product throughout its shelf life and beyond. Packing should also:

  • Identify the brand and product name clearly.
  • Describe the product’s features and purpose and note the date of expiration.
  • Protect the product from sunlight or contamination, as many cosmetics react with other substances.
  • Prevent leakage.
  • Be tamper-resistant.

Having a package that works with the product is as important as having a product that works. After all, a long-wearing lipstick whose consistency has changed due to exposure isn’t going to be acceptable to a consumer or gain you repeat business.

Packaging as a Competitive Advantage

Besides being aesthetically pleasing, your packaging should contribute to your product standing out against the competition.

Know Your Demographic

— Your packaging needs to speak to those who are buying it. The over-50 set might not consider buying a high-end, expensive perfume in a neon pink box.

Personalize It

— Good packaging does not need to be the most expensive, especially when a business is starting out. Use packaging that relates to your brand; for example, tissue paper printed with a makeup bag pattern to wrap cosmetics. This gives it a high-end feel, without blowing the budget.

Make It Eco-friendly

— Packaging that is made from recycled materials is incentive enough for some consumers. In fact, the majority of consumers will buy a product that is environmentally friendly over one that is not. At the very least, your packaging should be able to be recycled.

All cosmetics and beauty companies want to have brand recognition that rivals that of Apple or Tiffany & Co., but that strong branding can only be achieved with powerful packaging. Packaging should reflect your brand and how it can relate to your customer.

Complemar can assist you with your package design and shipment to assure the online order of your product arrives to your customer with the brand presence you planned for.


About Complemar

We are experts in Fulfillment, Packaging & Kitting, Warehousing & Logistics, Reverse Logistics, Full Service Print, Direct Mail, and Creative Services. Our technology focus, order management software, and innovative integration of services is redefining our industry for the 21st century.

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