Packaging is a key element in the cosmetic market; whereas in other markets such as food, the package has a main role of protection and information, in the cosmetic market, consumers tend to choose a product for it’s packaging design.
The cosmetic package is important from two points of view: the technique/safety and the brand image.
In this blog you will learn in depth about the technical aspects of a package to help your brand create a better design and therefore, project your brand image.
The roles of a package
Protect a product from external agents that can affect the organoleptic, physical and microbiology properties.
Provide an easy-to-use product and also facilitate its distribution.
Protect from possible damages caused by falls during the distribution and transport process.
Identify the product
Provide important information about obligatory regulations and other voluntary information such as marketing or commercial.
Differentiate your product from the others at POS.
Transmit the brands values through design, materials and structure.
The requirements of a package
A proper package must meet the following requirements:
Resistance to chemical, physical and chromatic aspects of the packaging. For instance, the material of the package has to resist possible temperature variations and conditions such as humidity or light exposure.
Hermetic seal: the package must avoid evaporation or other atmospheric phenomena that may harm the product.
Functionality: the package must facilitate the products’ use so the user can follow the instructions that are provided by the producer. For example, when choosing an inserter, we can choose the one that best adapts to the quantity of product recommended when applying.
Compatibility: the package must be inert to the product and resist temperature change that may occur during the period. It is recommended to run tests to evaluate the compatibility during the development phase.
Communication: the package must contain a legible text that enables the identification and lecture of legal texts. Moreover, it must have a colour contrast that draws the consumers’ attention.
The materials of a package
The possibilities are increasing every year due to sustainability and innovation. We have to take into account that the new European legislation in 2030 will forbid single-use plastic in order to promote the circular economy. So, in order to adapt to the markets’ necessities, you will have to choose recyclable, reusable, biodegradable or compostable solutions.
At the moment The different cosmetic packaging materials available in the market are plastic, glass, metal, and paper.
Plastic: it is the most popular material due to its great hygienic conditions, lightweight, cost and versatility. It’s compatible with the vast majority of cosmetic formulas and offers a wide range of finishes. Moreover, plastic is more flexible than other materials such as glass and therefore, can offer more shapes and finishes. The main types of plastics used are:
PET: it is extremely popular in cosmetics due to its resistance to damage, low weight, and flexible finishes. It can be made transparent, frosted, or opaque. It is suitable for most cosmetic formulations and allows the elegant showcasing of the color and/or consistency of beauty or skincare products.
HDPE: it is suitable for the majority of cosmetic formulations since it’s strong and highly durable. Clear finishes are not possible with this type of plastic but semi-transparent options are available.
LDPE
PVC: This material is lightweight and also resists high temperatures but it is not easily recycled and can also cause serious health effects due to the toxins and pollutants, and therefore is not recommended if you want a sustainable package.
PP: it is resistant to temperature changes, semi-transparent, rigid and lightweight. It is commonly used to create cosmetic lids and caps. It is highly recommended if you are looking for a sustainable solution since it is easily recycled and can be reused.
PS: it is mainly used for packaging fillers or protective cushioning. It is difficult to be recyclead and beaks easily.
Nowadays, brand owners are looking to reduce and replace plastic with biopolymers to reduce carbon footprint. Companies are introducing products that counteract environmental issues by utilizing bio plastics and recycled materials.
Glass: it’s main advantage is that it’s chemically inert. It can be transparent or painted to gain opacity. On the other hand, it is a heavy material, more expensive and can easily break. It is mostly used for premium brands.
Aluminum: Cosmetic containers made of metal can offer a sleek, elegant, premium look that is also sturdy, non-toxic, and durable. It can be presented as a rigid version (for jars and bottles) or as a ductile package (tubes). Its opacity presents a complete protection against light. You can use different interior finishes to ensure a major compatibility with the product.
Carton/paper: it is mainly used as a secondary package since it doesn’t present a high compatibility with the product in its direct contact. It would only be compatible if we applied a plastic or aluminium film. But then it would be a difficult material to recycle since the separation of the different materials would be very hard.
Other materials: ceramics, wood, textile or cork can also be used as secondary packaging or primary as long as they meet the requirement needs. Paper and wood material segment might gain momentum due to increasing focus on environmental issues.
Types of packagings for your product
In the cosmetic sector, there are many possibilities. In fact, this sector is the one that leads packaging design innovation.
The common packages used are:
Bottles, Jars and cans, Tubes, Obturators, Gaskets, Dispensers, Pumps, Lids, Caps, Caska seals (round discs that seal creams into the container before the top is secured), Labels and Sleeves, Bags and Doypacks, Roll-on, Sticks, Boxes.
The packaging strategy
As you can see, there are many aspects we need to take into account when choosing the correct package for our product. All in all, we need to decide:
Type of material:
This will depend on our products’ characteristics:
Type of product: facial, body, perfume…
Cosmetic form: gel, liquid, powder, bar…
Is it liquid or solid?
Which is the PH? Does it content essential oils?
Compatibility of the package and the product
Type of package
How is the user going to apply the product?
Presentation of the product and finishes
Aspect of the package in social media and at POS: it is important to align with your brand values.
Productive viability
Is the package possible to produce manually, semi automatically or automatically? In case we need machinery to produce it, do we have it?
Logistics
We need to take into account which are the transport challenges that we will have to face: capacity, weight, pollution…
Labeling
Does the package allow us to present all the technical information and adapt to the legal regulations?
Cost and purchasing-decisions
All in all, cosmetic packaging is a challenge from a technical point of view but also from a branding point of view: since there are many possibilities of presenting a product (finishes, shapes, materials, colors..) every decision is part of the brand image. If we want to create a solid brand that reflects’ its values and position ourselves as different and competitive, we must build a strong strategy to create the perfect package.
NEED SOME HELP?
If you have any questions on how to choose the perfect package for your product, you can always contact our team of experts to help you create the best presentation for your product and align the package with your brand values.
