In this post you will discover the 4 value pillars of cosmetics packaging and the importance of the role they play in the satisfaction of the end consumer.
The importance of function
What are the primary functions? To contain and protect the product, ensure the correct usability for consumers and finally logistics, to search for efficiency when transported and displayed.
Containing and protecting your product well is the fundamental function, because if this fails, the product fails. For this reason the first question before choosing a package is what is your product?
For example, do you have a 100% formulation that is preservative free? Does your product use active ingredients or things that can be quite aggressive? In this case tubes are most recommended. Another example: Is your formulation 100% oil based? You will likely require an oil specific pack to prevent liquids from dip tube creeping.
The next function is delivering consumption convenience to your customer. Of course with each customer that has different habits in terms of what they use and consume in cosmetic products, it is very important to first ask the question of “Who is our consumer and how do they engage with our product?” For these types of definitions it is useful to ask ourselves:
In which environment does the consumer use our product? If it’s in the shower this will require a much easy-to-use packaging and closure so they don’t drop the product.
Are they time poor? Packaging can make on-the-go storage much easier when chosen right.
Are they frequent users with a range of products? For example, it wouldn’t make sense to use a face mask with consumers that are not familiar with them.
There is now a trend with consumer usability and creative applicators such as rollers INSERT FOTO MOLPACK or dropper systems that improve application of the product. A great example of this is Molpacks’ powder brush or Molpacks’ Click pen.
Taking into account logistics
The final aspect is logistics, so before the product is sold it will be shipped, stored and displayed and in this process the product must be properly protected since it represents a large part of the products’ life cycle. An important consideration is how you can design packaging so you realize cost savings and efficiencies. For instance, heavy materials like glass will be more expensive than light weight materials. Also, some packages might be difficult for cosmetics to fill, if it is the case, there can be extra costs since the filler might need to develop a technology to automate the process.
Another important aspect to take into account when choosing a package is the empty space that its shape has and can’t be filled with another package on a ship or display shelf. This is very expensive because when there are thousands of units of space that can not be filled and that is a lot of extra space that you pay for.
Message transmission through your pack
A package is the first contact between a brand and a consumer. Packaging has also the mission to transmit the messages of a brand to the consumer. Importantly it is highly likely that packaging is the first impression that a consumer has of your brand or product. Whenever an individual comes across your product, your packaging is one of the very first things they see, therefore, the question to ask ourselves is: What should your packaging say on your behalf?
Within message transmission, the packaging has two objectives: inform and communicate about the product it is containing and transmit at the same time the brand identity and aesthetics.
Informing and educating is about providing customers the right and accurate information they need to make a purchase decision. In the cosmetics sector the main information required by the consumer is:
brand name
Product name
Key ingredient
Primary benefits
Volume
Manufacturing location
If you have a brand that has a minimal style, it is easy to get overwhelmed by all the info that a packaging must contain and how to make it adequate to a minimalistic aesthetic. The good part is that you can combine your primary packaging with secondary packaging to transmit all the information that your customer may need so you can create your desired brand image and still fulfill the customers expectations.
This is about correctly introducing brand codes and aesthetics so that your packaging serves as an extension of your identity and achieve brand recognition and finally differentiate from the competence.
How can we integrate a brand code to a packaging? An excellent example is Thalgo, the french cosmetic brand inspired by nature that uses a clean design and blue sky as its identity. The packaging design represents its natural values through round shapes and colors in their image and also in their product: they use key ingredients such as sea water and other marine substances.
Packaging is also an opportunity to present your brand as a tangible object, if we reflect on the many ways a brand can communicate a story, the majority of ways are visuals or audio. Nevertheless, packaging can permit a customer to hold a brand.
As a consequence of good brand codes applied to packaging, there is brand recognition. This happens when a consumer, only by looking at packaging, can identify the brand that it belongs to.
The last aspect of branding and aesthetic is delivering a point of difference. The proportion of cosmetic sales online has been growing. Crucially, in the customer journey a products’ visual appearance becomes more important for the consumer when they cannot touch a product. So having a packaging design that is unique is even more powerful now.
