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COSMETIC PACKAGING: EVERYTHING YOU NEED TO KNOW
COSMETIC PACKAGING: EVERYTHING YOU NEED TO KNOW {{ currentPage ? currentPage.title : "" }}

The cosmetics market represents more than 15 billion euros in France, just for export 1. This sector is doing very well and is growing steadily. But its leading players are subject to intense competition in France and abroad.

In this competitive market, cheap custom boxes take on much importance. As a result, brands need to stand out on the shelves and e-commerce platforms.

Packaging becomes an essential communication tool, but it also plays an essential role in the customer experience.

This guide teaches why and how to create remarkably successful cosmetic packaging.

THE IMPORTANCE OF ALIGNING BRAND IDENTITY WITH YOUR COSMETIC PACKAGING

Finding the right idea for cosmetic packaging starts with your own brand identity. Your business is unique; it is unlike any other.

Think about your values, the elements that reflect your brand, and those that set you apart from competitors.

Your identity must be reflected through your cheap custom boxes. It must be visible and understandable through the colors, images, fonts, and format. This implies carrying out a deep reflection: what is your brand DNA? How to reflect your style in your empty cosmetic packaging and history?

UNDERSTAND THE EXPECTATIONS OF YOUR TARGETS TO MEET THEM BETTER

Your products are not intended for use by everyone. For this reason, the packaging is not aimed at all consumers: it must, above all, attract the determined target. He must match her to seduce her.

Start by defining your target clearly: age, needs, budget. Your customers must feel represented but, above all, understood. They buy your brand because:

She looks like them: they recognise themselves in her, her style, her way of communicating, and the values ​​conveyed.

It responds to their problems: it offers products that meet their needs. This need can be purely practical and emotional (spontaneous pleasure purchase).

DETERMINE THE DISTRIBUTION CHANNELS FOR YOUR COSMETIC PACKAGING

Depending on the sales channel chosen, you will have to take into account different elements when designing your packaging:

In-store, box printing should allow you to distinguish yourself from competitors. This is the key to catching the eye and standing out among dozens of other products with similar characteristics. For example, cosmetic bottle packaging with an original shape, unique colors, and pleasant texture;

Online, you will need to consider creating secondary packaging. It fulfills the function of additional protection, essential to secure the product during transport and storage. This packaging can also use personalised packaging to highlight your brand identity.

Defining the proper e-commerce packaging for online sales is crucial: it is often the only direct contact between the customer and the brand.

With this in mind, make sure you offer the best unboxing experience to customers. This step plays a significant role in customer retention. If you manage to surprise them and exceed their expectations, they will want to order again. They will also be more likely to talk about your brand.

ECOLOGICAL AND RECYCLABLE COSMETIC PACKAGING: MAJOR INNOVATIONS IN BEAUTY PACKAGING

The cosmetics sector is not immune to the current awareness of environmental issues.

An in-depth reflection on the packaging must be carried out. Innovations and changes are thus observed:

  • Recyclable cosmetic packaging: it limits waste and revalorises components;

  • Reusable, refillable cosmetic packaging: customers buy refills when the container is empty. It's a fascinating approach, in addition to being ecological. This makes it possible to offer more elaborate packaging, even more, expensive since their lifespan is extended;

  • The minimalist packaging: the materials are reduced to their bare minimum. In addition to being environmentally friendly, this aesthetically more sober style of packaging is trendy;

  • Organic cosmetic packaging: “organic” remains a potent marketing argument to seduce consumers.

Other technological innovations have also appeared in the sector, such as interactive or connected packaging… They contain, for example, a QR code to be scanned to obtain more information or augmented reality elements. These innovations can also be applied to ecological cosmetic packaging.

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