How to make a successful brochure for a cosmetics line

How to make a successful brochure for a cosmetics line 900 900 Studio Concept S.r.l.

In the era of online marketing, making paper and tangible media seems old-fashioned. Imagine being on a Saturday afternoon, the center is full of people walking around who are near your business: the best advertising on the internet won’t be able to reach people who have left their computers and social networks turned off. That’s why the brochure still represents a valid marketing tool today: it reaches the offline world effectively, often before any other tool available on the web.
A brochure made to perfection allows you to reach local customers, present the best products and convey a message that the company wants to communicate. Let’s not forget that not everyone is accustomed to new technologies, for example, the elderly, those who don’t like to spend time at their PC or phone or use them only for work; those would be more impressed with a brochure they can carry around rather than a picture projected in the shop window.
Even the most prestigious cosmetic brands still need paper tools to use in stores, to accompany sales and to leave as information for customers for correct use of the products. Certainly, these are communication tools that will also be found online, in the technical data sheets of products sold directly in e-commerce, but the paper brochure or paper catalog is still widely used.
The same also applies to B2B. A complete cosmetic line catalog is still one of the main communication tools for showing the whole collection or line, for showing its brand identity, its communicative language, and its style. Online is certainly to be preferred because it can be reached immediately by everyone, but paper communication is still largly used and for a cosmetic company, designing its general catalog or brochure or folder for a line is always a great communication challenge. An example can be this.
Creating a brochure is certainly vital, but doing it badly can be a bad business card for your brand, driving away potential buyers. Let’s find out in the following paragraphs the most important things to know.

Procedures for making a brochure

Making a good brochure requires the know-how to estimate the right balance between images and text.
The size to choose is also important: a flyer that is too big will hardly be accepted, while one that is too small risks going unnoticed. It is not easy at all and relying on an advertising graphics studio can be a valid solution.
We at the Studio Concept Communication Agency create advertising graphics for your cosmetic company aimed at increasing the sales of your business and better communicating your style and your collection of cosmetics. We boast a great deal of experience in the sector and have some tips to give you to create a perfect brochure or catalog.
How do you make a brochure or catalog? First, you have to consider that this is one of the marketing tools available to your business. Through the use of tools and images, the brochure communicates a simple and impactful message, which is why before creating one, you need to be clear about the goal you want to achieve.
Focusing on the potential customer is the first thing: think about the reference target, what you want to communicate to them, and how. Depending on the age groups, the message is more effective if expressed accordingly. The coherence of the image of the line remains fundamental, which is achieved through an original creative process that must always be at the origin of each catalog project.
If the cosmetics line already has its own clear and defined brand identity with its own clear and codified visual language, the creation of the general catalog of products or a line brochure is easier because it is a refinement of creativity, a specific declination of it. If, on the other hand, the cosmetic line does not yet have its own visual identity, the work of our communication agency will, first of all, be to define the basic creativity of communication consistent with the type of product and target. This definition of style and brand identity also involves the construction of captivating storytelling and a strong identity. The catalog will have to translate this style and story into visual and textual elements.
Let’s see in the next paragraphs 6 fundamental points to obtain a successful brochure.

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1- Quality images for your brochure

The first impression is what counts: the brochure must have an immediate impact to entice the potential customer to continue reading. The images you decide to print on them must be clear and of high quality. Grainy or blurry images give an immediate sense of shoddy work and do not represent a good business card, furthermore, the images presented in brochures must be suited to your company: if you select stock images for budgetary reasons, choose the most relevant and representative ones to make the brochure beautiful, captivating, leading the customer want to keep it and take it with him to consult it later.
It must be underlined that the photos of the product or still-life of the cosmetic product must follow certain characteristics and our communication agency Studio Concept creates them internally thanks to our dedicated photographic sets and an advanced post-production service capable of making the product photographed at its best. Find out here some examples of cosmetic product still-life and here examples of art direction and catalog with shooting with models.

2- Readable font with excellent contrast

The choice of font is another paramount aspect to keep in mind. This too must reflect the tone of the company.
Avoid writing too much information on the brochure: prefer short, simple, and linear texts with few characters, always accompanied by images that reflect the meaning of the text. The latter must be read in a few seconds, must not be boring, and must clearly state what the brochure wants to say.
The text in the brochure is important and must be written well, and positioned in a studied and coherent way.
Don’t use overly artistic or convoluted fonts and prefer the simpler and more minimal ones, as they work best, and the search for extravagance with the sole purpose of impressing customers has little success.
The same goes for the colors you choose: select the natural ones, combine different shades of the same color, or create pleasant contrasts, without exceeding the amount of color chosen when it doesn’t represent your company.
Avoid shades that are too strong and prefer pastel ones. If you are not sure about which colors to include, consulting a graphics service like ours or looking at what successful competitors are using is a good choice. But these aspects, however, can vary: therefore, rely on a communication agency that can accompany you throughout this creative and production process.

3- Text writing or copywriting

Writing texts in a catalog is essential. Do not underestimate that writing by an expert copyist can best express the values ??of your collection and communicate the correct storytelling which is the basis of every cosmetic line or every launch of new cosmetics.
Investing in writing texts for a cosmetic product will also allow you to have a lot of text material to put online on your website or your e-commerce, and which will be the basis of SEO work that will allow your website to be indexed correctly according to keywords specifics related to your brand. Our communication agency specialized in the beauty and cosmetics sector makes use of specialized copywriters internally who can accompany the text production process and offer you a complete service for the creation of your catalog or your visual communication: creativity, product photographs, photographs of models, graphics, text writing, layout ready for print or the web.

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4- Construction materials

When a potential buyer decides to pick up your brochure, two senses are involved: sight, of course, with the visual message we have chosen to send them, and touch. Many overlook the second aspect, but this also participates in the success of a brochure: touch gives the brain pleasant or unpleasant sensations based on the material you use. A good quality paper support is the first choice to make: avoid thin or unpleasant cardboard. Use different materials to further stimulate the senses and attract the buyer’s attention. A solid brochure conveys a sense of trust in the company you are promoting.
As for the binding, here are the most common options:

  • the paperback is pleasant and gives a feeling of solidity: it provides that the pages are bound and anchored together and the cover through a polyurethane glue. The quality-price ratio is inimitable;
  • the thread involves sewing the pages together with a special thread, which gives solidity and durability to the brochure, useful for larger ones;
  • the metal spiral is one of the most classic binding methods, very economical with an effect of style and elegance.

5- Simplify the content of the message

Less is more. The famous saying meets with widespread approval in marketing matters. In a large market it is easy to have more competitors for your products: highlighting what makes yours better than others is the most important message to give. Having in mind the reference target and what you can offer them, among dozens of identical products, is all you need to know. Get straight to the point, and avoid beating about the bush. Often a very good and incisive sentence captures more attention than a detailed text praising a product. Create a simple motto, play it safe, and don’t try your hand at style exercises, which are often not very effective.

6- Brochure format

The size of a brochure matters a lot. Once established, perhaps with the help of a studio like, choose its format. You can opt for different types, such as square, rectangular, two-page, or multi-page foldouts.
The rectangular 3-page folding format is usually the most widespread and effective, however, it is not suitable for everyone and depends on the purpose of your brochure: if you want to create an all-encompassing one of your story and the products you offer, three pages won’t be enough. In any case, do not exceed and communicate only brief essential information. With three pages, it is easy to follow a unique palette of colors, which upon opening the brochure continues and complements a general and well-thought-out background design.
If you choose a fold-out leaflet, establish a main part, where the most important message is contained: the rest of the text will provide contact information.
Adding a frame to images or text makes the final effect more organized and pleasing, and can guide the reader’s attention to the points you want to emphasize. Don’t forget to have a contact section, perhaps on the back of your brochure, so that the buyer can contact you later or check your website or social media.
The design of a general catalog of cosmetic products is an even more complex job and here the creative element will be fundamental. Don’t do it alone. Invest in communication and take the right steps in launching your line or restyling the image of your current line.
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