How to take product photos for catalogs?

How to take product photos for catalogs? 792 793 admin

Photography has an important role in sales. You may have innovative and interesting products, but before you sell anything, you’ll need to draw customers in with a good picture before you can tell them anything about your products. So how can you take good photos of your products? Regardless of the answer, this is an essential question. If you sell online, it’ll be even more crucial, because customers’ only way to have a look at the product will be in the photos you put up. Although even if you’re selling in stores, this will still be important because before choosing to sell your product, retailers will have to see it in a catalog. Find out the essential techniques you’ll need for a successful product catalog, both on paper and online.

Photograph cosmetics: Useful image types.

The first step when taking pictures of your products for a catalog is to think about what kind of images you’re going to need. The product may just be a bottle with something in it, but nevertheless there are several ways to capture it in photos. Let’s use a jar of cream as an example.

  • Product in use: a model using the product.
  • Product on a background: photos with a background that expresses the products’ personality, for example an organic cream surrounded by nature.
  • Product’s outer packaging: displaying the box.
  • Closed product: the jar with its lid on.
  • Open product: The jar with its lid off, and the contents visible.
  • The contents: A photo that gives a look at the texture and color of the product. This kind of shot can be very effective, but requires the expertise of a professional.

Photograph cosmetics: Differences between physical and online catalogs

Start by examining your competitors’ catalogs and see what differences there are between the physical and online catalogs you find.
In paper catalogs, you might want to use product on background images, which convey the personality of your product, as well as a photo with a neutral background, and another displaying the texture. When printing, these will need to be high-definition images.
In online catalogs, there are usually a greater quantity of images, and this can make a difference to how you should approach things. Indeed, users are used to having a complete gallery of photos for their perusal. They want to see the product from all sides, closed and open, as they want to really understand what the product will look like and how they can use it.
Once you’ve established what images you need, make a list of them on excel or whatever else is available for this. It’s going to be helpful to avoid wasting precious time during photoshoots. Not sure where to start? Let’s take an overview of the available techniques for you to use even if you’re taking your own photos.

Taking photos of cosmetics at home with natural light

You can take photos of your cosmetics products at home with just the natural light from your windows. However, for this you may need a reflective panel, a large rectangle of white polystyrene that reflects light. If you just place your cosmetics product on a table and open the nearby window, your product will be well lit, but for a better result, place the reflective panel on the opposite side as well. This way, your cosmetics product will get a more balanced and harmonious lighting.
To get the best results when taking photos of your cosmetics products, you may need to use a tripod to keep the camera perfectly still. This way, you’ll be able to take photos even in weak light, when you’ll have to keep the lens open longer.

Photograph cosmetics: Creating a light box

The word ‘photography’ comes from the combination of two ancient Greek words to create the meaning “write with light”, and indeed, light is an essential element for good photography. For at-home sets for taking photos of small products, you can make a light box, a box in which light comes from (almost) all sides so as to evenly illuminate all sides of your cosmetics product. Try this; take a box, with a cutter, take off the side facing you – the one you’ll be taking the photos from – and then do the same for the two sides, but leaving a frame of 7/8 cm. Put tissue paper or baking paper in these two side holes, and then shine two lamps on both. Place your cosmetics product in the center and observe the lighting. It should now be evenly distributed across the surfaces of the product. You can find illustrated instructions for this online, but if you’re in a hurry and aren’t great with your hands, you can also buy a light box or photo box from just a few tens of euros. At this point, you can start taking photos as things are, or set up a uniform background at the bottom and sides behind the product, so as to avoid the horizon line.

Photograph cosmetics: Choosing your background

The background for your mini set or light box must be rectangular and made of a flexible material like paper, plastic or fabric. Place it inside and place your cosmetics product on it. You can use white or colored paper, fluorescent plastic or even a thin sheet of metal. With fabric, you can do some tests with different textures and colors. In any case, check that your background has some contrast with the product to ensure it stands out, unless you specifically want to make a photo with just one single color as a creative choice. One more tip; use gloves to adjust your background and product, as everything under the lens must be extremely clean. Even just your fingerprints can leave marks on some materials that will be visible in the final image.

Photos of your cosmetics for online catalogs

As we’ve said, products up for sale online need to come with photos from many different angles. There are also various features that can further improve your images, such as a zoom function to allow customers to examine the product more closely. For products that are particularly expensive, or where aesthetics plays a more prominent role, you may also want to include a 360° 3D photograph that lets the customer look at your product from any angle. Remember to optimize your images for search engines, giving them simple and descriptive names and making use of all relevant SEO techniques.

How to prepare for a photoshoot

How to prepare for a photoshoot 900 900 admin

If you’ve made the (right) decision to star in a photoshoot, don’t squander this opportunity. Prepare yourself as much as you can so that you obtain a great, professional result. In this article, we’ll be talking about the different factors that go into a photoshoot, and how you can give it your best in every kind of photo. Your photos will be a useful addition to your portfolio on both a professional and personal level, so it’s definitely worth investing a few minutes to read everything here!

Who and what photography services are for

For some people, a photoshoot is a true necessity – models, actors and just everyone whose work depends on their personal image. But these days, whose doesn’t? Professional photography is great for your personal branding, which is to say that it’ll help you give off a more professional impression to others, and can be useful for various reasons:

  • makes your resume look more professional
  • great for profile pictures on social media
  • good for photos used at conferences, meetings and in publications

On a personal level it can also be a gift for a special person or for an occasion, such as an important birthday, graduation or anniversary.
Get inspired by great photographers and take a look at the work of great models in portrait art such as Jimmy Nelsson or Annie Leibovits.

How to dress for a photoshoot

When making any kind of preparation, it’s important to first ask yourself – what is my goal? Based on what goals you have for the photoshoot, different types of outfits and approaches work best.

  • Models: if you’re a model, it’s important to display not only your beauty, but above all an ability to pull off different styles, so don’t limit yourself to just one. Show yourself off sporting evening dresses, swimsuits, formal dresses and so on.
  • Actors: for you, interpretation is important. Closeups are essential, and should be intense and expressive. Actors too must be able to work with all kinds of looks, including older styles from the past. This is how you’ll inspire casting managers and show that you’re a good fit for any role.
  • Entrepreneurs: The word entrepreneur immediately makes you think of someone determined and engaged in their work. This is why it is essential to wear the clothes you use in your work. Jacket and tie or a formal suit will therefore be your basis, but you may wish to add a touch related to your specific sector, like a protective helmet for a construction engineer or an apron for a restaurant owner. Don’t forget to get some shots of you in sports clothes or something casual, as they can be useful for certain situations, like when sponsoring a team.
  • Job seekers: think about what role you’re going for and dress accordingly. For example, if you’re aiming at some creative role, you may use a more whimsical or personalized outfit, or if you want to get hired as a bodyguard, focus on sports clothes that highlight your physicality.
  • Personal photoshoots: if you’re having a photoshoot done for your personal use, you can let loose and wear the clothes you love. If your wardrobe doesn’t satisfy you, for the occasion you could rent some special pieces such as a tuxedo or a mermaid dress. If your photoshoot is for making some great memories during your pregnancy, aim for clothes that emphasize your tummy shape, and if your body allows it, you could also try some photos of you in a crop top displaying your naked belly.

How to best present yourself for a photoshoot

Whatever your purposes, you’ll want to look your best in your photos. Here’s how to prepare in the days before the photo shoot.

  • A week before: take care of your diet and eat in a balanced way. Avoid foods that are too heavy or cause bloating, so that on the day of the shoot you’ll have brighter skin and be in your best shape.
  • 5 days before: get a teeth-cleaning service with your dentist, as this will help prevent swollen gums.
  • 3 days before: treat yourself to some facial treatment, be it a massage or a mask, so as to relax your skin and make your face look radiant.
  • 2 days before: get hair removal, manicure and pedicure services, as relevant. Try on the makeup and outfits you’ll be wearing.
  • 1 day before: take a long walk and get at least 8 hours of sleep, as this will give you a better complexion and a more rested look.
  • The day of the photo shoot: go to your hairdresser and makeup artist. Many photography studios, however, provide complete packages and will provide these professional services themselves.

How to pose for a photo shoot

If you’re not a model or an actor, you may not know how to pose. Here are some tips.

  • Smile. Smiles are nice and communicate positivity. They are also an anti-aging method because when you smile, you raise the contours of your face, and this makes you look younger.
  • Do the S pose. This S-shaped posture is achieved by placing your weight on one leg. Doing so naturally puts you into a sinuous S-shape posture.
  • Free your arms. Keeping your arms a bit further from your body gives a less awkward and elegant look, revealing your waistline.
  • Listen to your photographer. This is the most important advice we can give. The photographer is the true professional and knows what result they’re going for before the photoshoot even begins.

How to choose a photographer for your photoshoot

It’s one thing to choose a photographer for your products, but if you’re the one being photographed, here are some tips on making the right choice.

Look at their portfolio.

Look for a photographer who often photographs people, and pay special attention to their pictures of ordinary people so that you don’t mistake the beauty of a photo for the beauty of the person in it.

Talk to them.

Your poses will be better if you’re at ease. For this reason, it’s good to get to know the photographer a bit first. Even if they’re famous and well-regarded, they still may not be suitable for you. Be wary of those who are willing to take pictures of you without even having spoken to you. They won’t be able to properly portray a personality they don’t even know.

Beware of friends.

Do you have a photographer friend who’s offering to do your photoshoot? Only accept their offer if you think you’ll manage to have a professional relationship on this, without having to fear asking for a redo if you’re not satisfied.

Software for packaging design

Software for packaging design 900 900 admin

If you’re thinking of launching a range of cosmetics, one of the issues you’ll definitely have to deal with is the packaging. There are 2 types of packaging; the primary packaging, which holds the product, such as the bottle or jar, and the secondary packing, which covers the container. In this article, we’ll be talking about secondary packaging. Let’s take a look at the software and programs that help you develop cardboard packaging, as well as how to know if this is a job that you can do yourself, or if it’s better to rely on a professional who can guarantee results like this.

What packaging is for

The external packaging is also called ‘secondary’, but in practice, it’s what appears to the eye of a potential customer first, and so it’s an especially important factor that must meet various requirements.

  • Attract: with an inviting style that draws in potential customers by appealing to their preferences.
  • Inform: with the name of the product, product descriptions, and anything legally required.
  • Express: the packaging must express the personality of the brand, clearly showing that it is from the same “family” of products.

To meet these 3 requirements, you’ll need to take care when making your packaging. You may wish to get some inspiration by browsing cosmetics packaging sites like this one, as they’ll help you understand how to orient your choices.

How to design your packaging: the basics

To create your packaging, here are the main steps you’ll need to follow:

  1. work out the dimensions of your packaging. The bottle or box must be able to easily get inside, but also mustn’t move around too much once inside. A few millimeters of space will be enough to allow manual or automatic insertion.
  2. choose what program to use for the die. The die is the shape of your box. To get an idea of what you’re doing, take the box of a toothpaste or perfume and unfold it so you can lay it out flat. This is the die, and is what needs to be made first.
  3. add the colors of your brand to the die and all the graphics. This is the time for creativity and is an especially important stage of the process.
  4. professionally print and assemble the boxes and then insert the product.

Let’s go through the process in detail, step by step, starting from your choice of program.

Adobe Dimension.

One of the most practical professional programs is Adobe Dimension. One of its main features is the ability to create 3D designs to help you present your ideas and secure sales even before any production has begun. With realistic renderings, you can make good-looking presentations to show off the end result and easily earn approval. The software also includes stock material for graphics and photography, so it’ll have all the tools you’ll ever need. If you have a certain aesthetic taste and some graphical skills, you can also consider skipping the photography and instead making images of the packaging of the products yourself, via the program’s photorealistic rendering functionality. This software provides a free trial period, and then several custom plans.

Siemens Digital Industries Software

Today’s packaging must take numerous variables into account. Out of the various relevant factors of today, there are two in particular that are becoming more and more important:
sustainability and compliance with environmental regulations
the need for mechanical simulations of packing to make it suitable for postage, given the increase in online purchases
For these advanced operations, Siemens provides a suite of tools that work synergistically all the way from conceptualization to production. With this software, you’ll be able to work on the production of any type of packaging; primary (the container of the product), secondary (the box), tertiary (extra assembly that helps with things like deliveries).

Packly: packaging software that’s easier to use

So far, we’ve discussed two programs with a wide range of functionality that produce professional results. Only you can say whether these suit your abilities. Just in case, it may be best to start with something easier and go with some simpler software like Packly. Packly is not a proper software program, but rather a service that guides you step by step through the process of making your packaging online, from design to printing. The first “Create” command takes you directly to a page full of examples, where you can select which type of product you want to make by entering all your desired features. Our advice is that, if you decide to try this, always start with something simple, both when it comes to your die and your graphics, and then move forward step by step. But be careful – you may end up getting carried away by a passion for cosmetics packaging design!

Which type of cosmetics packaging is best for you

Which type of cosmetics packaging is best for you 900 900 admin

If you’re thinking of launching a new line of cosmetics, one of the questions you’ll need to answer is what kind of packaging to use. The problem is twofold. First of all, you’ll need to choose the type of container that best suits the product and its ingredients, be it a jar, bottle or tube. After that, you can take care of the external packaging, which is packaging made of paper, plastic, or some other material that can cover everything and make your product look more attractive, if indeed you intend to have any. In this article we’ll be taking a look at the options available to you at both of these stages.

The primary container

If you want to make the best choice, first consider what your cosmetics are made of. Liquids and solids, for example, need different kinds of packaging, be it bottles, jars, or tubes. You may wish to have them be made of plastic, which has the advantage of being lighter, or glass, which some brands prefer due to it being natural and recyclable. Each product needs a container with a unique design, and when deciding on this design, it’s crucial to also work out how it’ll be used. The most valuable liquid products, such as eye serums or essential oils, are sold in small quantities, as such small bottles and tubes can be equipped with droppers. Perfumes will likewise come in a bottle with a spray nozzle. Watery creams and foundations are often sold in bottles equipped with a pump dispenser, and it’s more practical to sell more solid substances in cans and jars. For products that are sprayed, such as lacquers or foams, you will have to use containers that have the appropriate mechanism.

Cosmetics without any outer packaging

Some products do not need any outer packaging. Many deodorants, liquid soaps, creams, and bath foams can be sold as they are in their primary packaging. Sometimes, the bottle is wrapped in protective plastic, an anti-theft seal that ensures perfect preservation of the product. You may also consider enriching the packaging with some original features, as in this case that includes a chain that allows you to hang up the bath foam tube.

Cosmetics with outer packaging

For many cosmetics, once the container is set, it is time to think about the outer packing, which is usually made of cardboard. The natural choice is to make a box that can perfectly hold the bottle or jar. Products of a certain level may also include an instruction leaflet on how to use the product. In some cases, a useful accessory may also be inserted that helps apply the product. Some creams in jars, for example, come with a small spatula, to make it possible to apply the product without contaminating it via contact with hands. The outer packaging may also be made of a variety of materials. Packaging made of wood, cork or recycled cardboard communicates naturalness. Metal packaging makes the product seem more precious. A fabric bag with a drawstring opening can communicate craftsmanship and care, and the personality communicated will vary according to the type of fabric – precious and classic when made of velvet, natural and rustic for jute or linen, fashionable and feminine in lurex or in fabric covered with sequins.

Travel size cosmetics

In recent years, travel size products are experiencing unique success. These are the small versions of products that are allowed on planes, containing a maximum of 100ml per bottle, as is required by law. But they are also often chosen by consumers because they allow you to try a product without making any big purchase. For these types, plastic seems to be the best choice, as low weight is best for luggage. At first, you may try only making small versions for your main products, and only later expand from there.

Test samples

When the product is effective, giving out free samples is the best way to win over customers. For this reason, all cosmetic companies also provide samples, i.e. items that are given away to prove the quality of the product. Quite common examples of this are packets with creams or a piece of cloth soaked in a perfume. Being almost flat, they can also be stuck between magazine pages with a bit of glue. Perfumes, on the other hand, may be given out in small vials, with mini spray nozzles or in cardboard that contains the fragrance. For all of this, if you don’t like the idea of investing in samples of all your products, only make samples of the products that are the most effective and representative of your brand. This sector has evolved quite a lot and there are always new solutions to be found in it.

The importance of graphics

Look at the shelves of beauty stores and supermarkets. Many brands use the same basic containers, and yet they all look completely different. Some look more valuable, others cheaper, some have a classic look, and others a more modern one. The thing that makes this difference is often the graphics. Well-designed graphics fulfil at least 5 purposes:

  • attract the attention of potential customers
  • make the logo stand out
  • provide basic product information
  • convey the personality of the product
  • provide all legally required information

Get inspired by looking at work done by professionals and always choose a graphical style in line with the personality of your brand. Consistency makes your products recognizable and will gradually make people remember your product.

How to become a beauty consultant

How to become a beauty consultant 900 900 admin

At one point, they were called ‘sales representatives.’ Back when it was still uncommon for women to work, being a sales representative for a cosmetics company was a job for women could do that offered opportunities for independence. These days, the independence is the only thing that remains the same about the role – everything else has changed, including the name. Today, the direct sale of cosmetics is called Social Selling, and is an actual job that offers opportunities for growth and good pay.

How much beauty consultants rely on social media

Most of beauty consultants’ work is done digitally, and so it’s a good job for those who don’t want to have to travel to and from work every day. Success improves as your reputation grows, so if you’re already followed by a lot of people because of beauty-related content, you will of course have an easier time convincing people to buy products. But don’t give up too quickly if you’re still just starting out. Serious companies do not demand anything from you when you start out with them, and you can test things out without spending a penny. Since at this point social media success depends on activity, you should carefully curate your profiles. Put yourself in the shoes of a potential buyer looking at your posts, and try to make them as pleasant and welcoming as possible.

Choose a company to work with as a beauty consultant

It is essential to only agree to work with reliable companies that match at least some of the following criteria:

  • high quality products
  • no sign-up fees (never trust anyone who asks you to pay to work with them!)
  • longer term training and support

Now, let’s take a look at the three major companies you can work for in Italy.

Become a consultant for Avon. The company that “invented” Social Selling

Avon is great world leader in the beauty sector, and is the company that first made use of social selling, with women inviting their neighbors over for tea and showing them the latest beauty products. Beyond this somewhat idealized image, Avon has been an opportunity for independence for countless women. Today, the company provides opportunities around Social Selling as a source of female empowerment, a topic that has not lost any of its relevance today. No investment is required to begin, and you work independently, deciding your hours and methods, and you get to sell high quality products. Avon is keen to emphasize consultants’ earning potential – up to 45% commission on sales, obviously upon reaching a certain number of them. Another big advantage to working with Avon is immediate and free access to their website for selling online. You just contact a customer, recommend them certain products, and when the customer pays online, Avon will send the products to the customer directly – a very convenient system that does not require you to keep a massive stock of cosmetics at home. First steps for joining the team: fill out the form to be contacted, and you will immediately have access to the site to sell online.

Consultant for Yves Rocher. Social Selling leader in Italy

French company Yves Rocher is today the most important Social Selling entity in Italy. Its specialty is products inspired by nature, a modern trend that the company has always followed. It also has sustainable and suitable prices for all budgets, something that helps to more quickly secure sales. Yves Rocher has made inclusivity their guiding principle, inviting both women and men to become Beauty Consultants, relying heavily on the strength of the team. Yves Rocher also allows you choose your hours, and with it your earning potential. The company offers ongoing training, supported by materials and tools useful for sales. In Italy there are already more than 200,000 Yves Rocher consultants, and many of them have made it into a career as Area Manager, a contact for those starting out, who will teach you how to best go about your work and promote the business with social media. First steps to join the team: fill out the form to be contacted, and an expert consultant will help you get your first order, after which point you will have officially become a beauty consultant and can continue on by yourself.

Consultant for Just. Wellness can be your success.

Just is a Swiss company selling products dedicated to wellness, beauty and the home. Since 1984, it has had an Italian office in Verona and today Just Italia is Just’s biggest market, with direct management over their dealings in Croatia, Slovenia, Austria and Spain. Just is therefore a very solid company, which has from the beginning made use of direct sales through ‘Just parties’.
The company’s mission is to bring well-being to the heart of every home. The products are based on herbs and natural ingredients and are aligned with modern trends. One of the most interesting features of Just, which has about 30,000 consultants in Italy, is their exclusive training program at their own training school, Just Academy, which aims to help its partners develop. First steps to join the team: fill out the form to be contacted, and then simply wait for your invitation to enter into the world of nature, well-being and relationship.

Who the role of beauty consultant suitable is for

Are you interested in working as a beauty consultant? The following are the characteristics of people who are most successful in this business:

  • interested in deciding their own hours and level of commitment
  • employed part-time and want to supplement their income
  • have important commitments like family or studies, but want to take some initial steps into work
  • love relationships with other people
  • have enthusiasm and an enterprising spirit

The difference between cosmetics and cosmeceuticals

The difference between cosmetics and cosmeceuticals 900 900 admin

The world of cosmetics is big business, and it’s because of this that it’s very common to hear about things in that industry that can liven things up and breathe new life into your business. One example is the new market for ‘cosmeceuticals’, alongside traditional cosmetics. Let’s take a look at what it’s all about, and what new business opportunities it could have to offer.

What is the true meaning of cosmetic?

Cosmetic comes from the ancient Greek word “Kosmein” which means ‘to beautify’ or to make beautiful. The term derived from it, Kosmetikos, referred therefore to ‘that which beautifies’ or ‘what is able to beautify’, practically the same meaning that we give to the word today. Cosmetics, the discipline that deals with cosmetic products, obviously derives from the same root. But where did the word cosmeceutical come from?

Cosmeceutical: meaning and origin of the word

Cosmeceutical is a neologism, made from the combination of two words; cosmetic + pharmaceutical. The dictionary traces this term back to the last century. In fact, we are talking the very last year of last century – 1999, the year in which the term appeared in Corriere della Sera. Cosmeceutical products contain both cosmetic and pharmaceutical ingredients, and consequently have benefits for the health of the skin, hair or the area the product is applied to, on top of any cosmetic effects.

What do cosmeceuticals contain?

Cosmeceuticals are cosmetics enhanced with biologically active ingredients, added to address particular problems. For example, they may contain antioxidants to help fight free radicals, which are responsible for premature skin aging, often along with vitamins, which enhance the effect of antioxidants. They involve advanced formulas that often take a cue from the aesthetic discipline of cosmetics. Il Sole 24 Ore relates a report published by Fortune Business Insights, titled “Cosmeceuticals Market Size, Share & Industry Analysis, By Product”, which explains that in 2018, the market was worth 37.41 billion dollars, with the size of the global cosmeceutical market expected to reach 73 billion dollars by the end of 2026. Their use is supported by aesthetic doctors, who find in cosmeceuticals the ideal complement to their interventions.

Well-known cosmeceutical brands:

Dermastir, the maison of serums
Brands of cosmeceuticals are not yet well-known among the majority of ordinary consumers. Some are used in spas and are also on sale as home treatments. This is the case for Dermastir®, the French company also called the ‘maison of serums’ for its specialization in these products. Some examples include diamond powder and peptides for bright skin, and lotus blue stem cells for skin revitalization.

Well-known cosmeceutical brands:

SkinCeuticals, pure formulations
This popular brand of cosmeceuticals has their mission statement in their name. SkinCeuticals offers formulas such as CE Ferulic, daily antioxidant serum with pure Vitamin C and E, as well as Hydrating B5, a moisturizing serum based on Vitamin B5 and Hyaluronic Acid.

Well-known cosmeceutical brands:

Elemis london, from Collagen to Superfoods
Elemis London offers special formulas such as Peptide4 Overnight Radiance Peel, a lactic acid scrub that helps clean up your complexion. Alternatively, there’s the eye-contour collagen treatment with pavonia, amino acids, and a macrocellular complex, or perhaps the Superfood collection made from active, plant-based ingredients.

Was there ever really any need for cosmeceuticals?

As mentioned above, the cosmetics industry is always on the lookout for novelties. The addition of pharmaceutical properties to products can interest consumers for various reasons:

  • health is one of the most important values of our times
  • the idea of aesthetics and medicine in combination has been around for years even when it comes to cosmetic surgery
  • the inclusion of medical ingredients suggests products are more effective.

Most widespread criticisms of cosmeceuticals

Some believe that the use of the word cosmeceutical is deceptive. Due to associations with normal pharmaceutical drugs, consumers may be led to believe that cosmeceuticals are subject to the same testing before being put on the market, and therefore may be willing to pay more, convinced of their greater effectiveness in comparison to normal cosmetics. In reality, the term ‘cosmeceutical’ has no legal status, and is not recognized by the FDA (‘Food and Drug Administration’) in the United States.

The world’s largest cosmetics companies

The world’s largest cosmetics companies 900 900 admin

The international cosmetics market sees a truly impressive turnover, and a variety of full-blown industrial giants. Let’s take a look at the 10 largest companies in the cosmetics industry*. As in all good rankings, we shall present them in ascending order, from smallest to largest.

10. Johnson & Johnson. Medication and personal care

This pharmaceutical company even owns numerous personal care brands such as Neutrogena or Johnson’s baby toiletries. It’s noteworthy to mention that, in the United States, the company was made to pay out massive sums in compensation to users of their talcum powder, after it was proven to be carcinogenic due to production in contact with asbestos.

9. Coty. Cosmetics celebrating authenticity

Unleashing and celebrating the diversity in beauty is Coty’s motto. They boast a portfolio shared between luxury and consumer brands. Among their luxury brands are Lancaster and Chloé, while their consumer brands include the famous Rimmel, as well as Max Factor, the makeup of makeup artists, which is quite popular in Italy.

8. Kao Corporation. Sustainability as the key to success

Founded in 1887, the Japanese company owns dozens of brands related to cosmetics and home care, spanning the domains of Cosmetics, Skincare and Hair Care, Salon, Human Health Care, Fabric and Home Care, and Chemical Products.

7. Beiersdorf. Care, simplicity, courage, confidence

Marketing itself with these 4 simple but meaningful words, the German multinational specializes in skin care, owning several well-known consumer brands such as Nivea, Eucerin and Labello.

6. LVMH. Luxury products ranging from cosmetics to wine

The French group is made up of 75 luxury brands, and brought in 45 billion in revenue in 2020 along with its 150,000 employees. Creativity and excellence are the group’s motto. They have 14 highly successful brands in the cosmetics industry, including Guerlain, Parfums Christian Dior, Benefit Cosmetics and Fent Beauty by Rihanna. They also have a strong presence in fashion, with brands like Dior, Fendi, Loro Piana and many others, also dealing in jewelry, wines and spirits, and selective distribution.

5. Shiseido Co. The power of beauty from Japan

We begin the top five with Shiseido cosmetics, which dates back to 1872, when it first opened its doors in Ginza, Tokyo’s big commercial district, where the headquarters are located to this day. Bringing happiness through beauty is the company’s mission, which it realizes through its many brands, each with a strong personality of their own, and which span various domains; Prestige, Cosmetics, Professional, Health Care, Life, Quality, Beauty. Fun facts: Dolce & Gabbana is also a Prestige brand, and there is also a Prestige brand called ‘Drunk Elephant’.

4. The Estée Lauder Company. A portfolio of cosmetics brands

Coming in fourth place is The Estée Lauder Company. Since 1946 the company has had a dedication to selling high-quality perfume, and today owns more than 25 prestigious brands, sold across 150 countries. All these brands have their own marketing and communication strategies, and so you may not have known until now that Clinique, Jo Malone London, M.A.C., Michael Kors Beauty, and of course Estée Lauder, are all members of the same family under this company.

3. Procter&Gamble. Cosmetics and Home products

In third place comes the American multinational P&G, a massive multi-sector organization. Their cosmetics, which are what put them in third place, include Olaz’s skin care, Braun and Gillette’s shaving products, and hair products from two classic brands, Pantene and Head & Shoulders, as well as a recent arrival (at least in Italy), Herbal Essences, inspired by nature. Other sectors of the company remain firmly in the somewhat related domains of health care, oral hygiene, textiles and home.

2. Unilever. Giant of cosmetics… and stock cubes

Second place goes to Unilever, which owns so many brands, it’s impossible to list them all! The UK-based multinational owns more than 400 brands spread across 190 countries, according to data from their international website. The brands are divided into macro-sectors, with the Beauty & Personal Care sector including brands ranging from Dove to Sunsilk, from Fissan to Noxzema. The other two sectors they are involved in are Food & Refreshment (Knorr, Cornetto, Lipton …) and Home Care (Cif, Coccolino …).

1. L’Oréal. Multinational dedicated to cosmetics

“Nothing but beauty, only beauty, for all kinds of beauty.” is one of the phrases on the front page of the website of the L’Oréal group, the French multinational that ranks as the largest cosmetics company in the world as of 2021. It exclusively sells cosmetics and has various divisions:

  • Consumer Products aimed at a broad consumer base, such as L’Oréal Paris, Garnier, Maybelline NewYork, or Essie.
  • L’Oréal Luxe, with brands sold in perfumeries and single-brand stores, such as Lancome, Giorgio Armani Beauty, Valentino, Shu Uemura, Prada and many others.
  • L’Oréal Professional Products, brands made for beauty and haircare salons, such as Kérastase, Redken or Matrix.
  • L’Oréal Active Cosmetics, consisting of brands available in pharmacies, such as Vichy, La Roche Posay and SkinCeutical.
  • Each brand has its own kind of distribution (large retailers, perfumery, pharmacy, etc.), but also its own marketing. Most people will be unaware that Valentino perfume, Essie lip gloss and La Roche Posay cream for sensitive skin are all from the same company.

What we can learn from the success of the largest cosmetics companies

Huge corporations like these live in a different reality to smaller companies, but we can take 3 lessons from their success that will apply to a business of any size:

  1. Having a corporate mission is important and provides guiding principles for all new projects, from business card design to product range. For example, only selling products with at least 90% natural ingredients.
  2. To increase revenue, it is helpful to sell products under various different brands kept strictly separate, for example a more luxurious brand and one aimed at young people, as this broadens your potential customer base. For example: a natural range at affordable prices vs. a natural range with additional scientifically developed ingredients at luxury prices.
  3. You can always strengthen your business by turning to foreign consumers, as long as you make the necessary changes to products, at minimum in terms of graphics and marketing, but also doing things like making sure to check local legislation so that you get a correct INCI.

Studying multimillion-dollar companies may not turn you into a cosmetics tycoon, but it can spark some useful reflection. Now get to work and apply these lessons!

Great ideas for successful cosmetics packaging

Great ideas for successful cosmetics packaging 900 900 admin

Do you have a great cosmetics product to offer, but still need to find the right look for it? Are you looking for packaging solutions that will really enchant your customers? In any case, this article is for you, because we’ve brought together 8 great sources of inspiration that will really help you find the right approach. Ready?

Packaging inspired by nature

Nature is a big source of inspiration at the moment. Sustainability is the main focus of this, but we can also take aesthetic inspiration from the flora and fauna of our world. Coconut cream in a container the shape of a coconut brings an exotic flair to the bathroom shelf. You could do the same and base the symbol for your own product on one of its ingredients – a leaf, a flower, or perhaps a spice.

Cosmetics packaging that looks like something else

Amidst the endless stream of images and information that consumers are bombarded with, we can try and be disruptive, which means subverting expectations and doing anything we can to surprise people. Among the greats of this style is Moschino, which is always breaking the mold with its range of perfumes. Seeing its perfumes on shelves, you might think that the cleaning company forgot to do its job. Those who receive it as a gift may get a shock upon the removal of the wrapping paper. Of course, a well-known name can afford to style its products after tacky and low-value objects, but if your brand is still not well-known, think carefully on whether it would be appropriate to go with this method. The Moschino brand has also released its Gold range of perfumes, with an all-golden bottle, which is equally surprising but more pleasant to look at.

Cosmetics packaging with extra functions

Face powder has always been sold with mirrors, and powdered blush with brushes, because including the tool required for application completes the product. Even though people can now just use their smartphones as a mirror, you could still come up with new ideas along these lines. Guerlain, for example, sells their lipstick with a mirror. Hardly an original idea, except customers can pay extra to have it come made with various materials and patterns of their choosing. The case opens and reveals the mirror, nicely tucked away. On the site, you can thoroughly explore the packaging with a 3D image of the product. Think about what other things you could sell your product with, identifying what desires they could satisfy and how that could potentially allow you to increase the price.

Truly sustainable cosmetics packaging

Choosing your cosmetics is something very personal. Those who love and respect the environment express such a passion even when doing something like this. These days, products closest to nature express their full potential with packaging that clearly communicates the natural ingredients of the product or sustainable practices of the brand in a variety of ways. You can make use of a sustainable material, such as recycled or recyclable paper. You might perhaps save on the use of plastic, for example by getting rid of a plastic wrapper. Or you could even go with reusable packaging, made of metal or fabric. One good example is Maison Tahité Floranilla, which uses packaging made with recycled cardboard, a plant-based glue, paper made with almond shells, and on the inside a cardboard that will grow into flowers if planted. A sustainable luxury concept that can be interpreted in many different ways.

Cosmetic packaging inspired by food

Food is one of the products that is most often bought on impulse, because it so easily tempts us. Many products are styled after food to induce that same “mouthwatering” feeling, an uncontrollable desire to have and use something. In some cases, it may just be a pleasant aroma (e.g., chocolate bubble bath), in others it may end up being the brand philosophy, as with Loli™, which sells products made only with natural ingredients.

Cosmetics packaging with a vintage flavor

How do you stand out amidst an ocean of products? Contemporary ranges with packaging inspired by old styles can have a unique effect. Bourjois offers a small blush in a vintage case that depicts views of Paris typical of souvenirs from the 1900s. Make sure, though, that your product has a spirit that aligns with this feel. Luxury products such as makeup, talcum powder, bath foam, hand cream are more suitable for this. If, on the other hand, you’re offering a state-of-the-art anti-aging cosmetic technology, it is probably better to go more for a futuristic vibe.

Customizable cosmetic packaging

Multinationals have really mastered this method, and just looking at the success of Coca Cola and Nutella customizations is enough to understand that everyone likes a tailor-made product. For their top of the range products, the big perfume companies offer a screen-printing service. Jo Malone London, master brand of packaging, does so for its bath oil and its legendary scented candles, with the customer being able to have them screen-printed with a short message or the name of the recipient. Customizable packs are usually what looks good online. The customer can choose the phrase and the typeface, with it usually being normal to have a waiting time. It lends itself best to products of a certain level of prestige, or conversely to products sold in huge quantities (such as Coca Cola and Nutella). It is an interesting idea especially when the recipients are considered “special” – partners, children, or animals (not necessarily in that order!).

Special or limited-edition packaging

Have nothing original to say? Then at least say what you have to say at the right time. From the month of October, thousands of simple test samples or travel-size cosmetics are put together into ‘luxury edition’ Advent Calendars, with 24 mini surprises. In these cases, the packaging gives new life to products that are otherwise not very attractive, because they’re put on sale in the right way, at the right time. To find a good time for your product, look at the calendar and find events that are often posted about on social media. Your packaging can wear a tie for Father’s Day, it can hold a pencil and become a back-to-school surprise, or it can turn into a fan and become a Summer Edition. The idea of it being limited will convey a sense of urgency. If you’re looking for more ideas on cosmetics packaging, also take a look at this article!

New beauty and cosmetics trends in 2022

New beauty and cosmetics trends in 2022 900 900 admin

Every year the global cosmetics market comes up with new ingredients or methods for making beauty products. Acquainting yourself with them in advance means knowing which products to focus on for greater success in your cosmetics business.

How to figure out the newest trends in cosmetics

These days, the market changes so rapidly that it’s not easy to tell which trends will still be around after a year. Because of this, there are entire teams of people who are dedicated solely to this task, figuring out not only current trends, but also those that are on track to making the next commercial successes of 2022. This brings us to an optimistic forecast; in the next year the cosmetics market is set to return to pre-Covid ways, according to Gian Andrea Positano, president of the Centro Studi Cosmetica Italia, Italy’s National Association of Cosmetics Companies.

Must-haves among the latest cosmetics products

Even though we will see that there is room for all sorts of products and ingredients, it’s important to recognize these 2 future trends, which will be essential to launching successful new cosmetics products.
Sustainability right from the packaging. Packaging is your product’s business card. Choosing sustainability in the production of your packaging (and properly indicating this choice on that packaging) is something that consumers like, particularly reducing the use of plastic. You may wish to extend your sustainable choices to the product itself, but never by compromising on effectiveness, as in this case.
Transparency and social proof. 74% of consumers are more willing to go with brands that feature customer reviews on their site, according to a recent Nosto report, which also indicated a preference for unphotoshopped images. If you want to avoid compromising on the aesthetics of your product, professional photography can really make all the difference, as you can see in these captivating examples. Let’s move onto some unique trends in cosmetics.

Chlorophyll: an ingredient in vogue

The first sign of this trend was when chlorophyll became a trend on TikTok, the social platform that dictates new trends and makes them quickly go from local to global. Chlorophyll is among the most sought-after cosmetic ingredients online and could be an essential ingredient for a successful cosmetic product. It not only gives vitality to the skin, but also can be used as a supplement to improve beauty “from within”.

Supplements: edible cosmetics

According to Trendalytics, the consumption of supplements for beauty purposes is on the rise. However, swallowing a product is an act that involves considerably more trust than simply applying a product to the skin, and so, to help alleviate the consumer’s understandable doubts, it’s best to make use of ‘safe’ retailers, such as pharmacies or successful multi-brand sites, and to have a formula made of substances naturally present in the human body. For example, collagen supplements are already widespread, because the skin’s natural production of collagen begins to deteriorate from the age of 25, and so those who make regular use of the supplement can boast better skin and improved wellbeing, such as through its beneficial effects for joints.

Probiotics and postbiotics: skin microbiota health trends

This is a trend that connects to what we just talked, combining aspects of beauty and health, linked as it is to caring for your skin microbiota. The microbiota is all the microorganisms that inhabit various parts of our body. Every microbiota – intestinal, oral, cutaneous – has a balance that needs to be maintained to ensure optimum function and health. Improving the balance in the skin’s microbiota means strengthening the skin’s ability to act as a barrier against the continuous onslaught of external agents such as smog. It seems that the next step in 2022 could be talk of postbiotics as a cosmetic ingredient, for their ability to strengthen the immune system.

Cannabis: an enduring trend

The news comes from none other than Cosmoprof Discover Beauty – the anti-inflammatory properties of cannabis continue to be highly valued even in cosmetics. Soothing and calming, cannabis can be the basis of cosmetic products that combine style and effectiveness, and can span the range of face, hair, and body products. Hemp oil in particular, especially if organic, is a very effective anti-oxidant.

Cosmetic ingredients for those who dare

Novelties in the cosmetic world are always plentiful. Massive amounts of resources are invested every year in the hope of finding definitive solutions to various problems, in particular to that of skin aging. Among the most talked-about ingredients for 2022, Elle magazine mentions bakuchiol, which is taken from an Indian plant and suitable for the most sensitive skins. There’s also the Jerusalem cherry, a berry that actually comes from Brazil and is usually used for Christmas decorations, which has anti-inflammatory and soothing properties.
A probable inclusion in upcoming cosmetics products may be volcanic ash. Known for its ability to make soils incredibly fertile, it could likewise give renewed vitality to skin. There is also talk of makgeolli, the Korean rice wine that was once made and used by doctors for its anti-inflammatory properties. ‘Soothing’, ‘calming’, and ‘softening’ are recurring terms surrounding 2022 cosmetics trends, and signal the recovery of the sector after the pandemic.

2 post-pandemic cosmetics trends

The pandemic has changed the market, directing demand into two macro-trends that apply worldwide.

  • Beauty as health and protection: we have seen strong trends toward products that promote skin health, even internally. It is a natural attitude of self-protection and self-care.
  • Desire for play and amusement: a desire for sociability, fun and light-heartedness returns in the wake of the pandemic. This feeling can also be seen in fashion shows; glow makeup for maximum radiance, backcombed hair, and M.A.C. Cosmetics’ ear makeup seen on the Collina Strada catwalk. Could ear makeup be the successful new cosmetics product of 2022?

Top Luxury Influencers in Italy: a guide

Top Luxury Influencers in Italy: a guide 900 900 admin

If you work in the cosmetics sector, you need to be clued in on the most important trends concerning the world of luxury influencers and their social media channels that are successful in the beauty sector. Today we’ll take a look at the top personalities with the biggest followings. You may not be able to hire them, but they will be an example to follow when making decisions, or even if you try to become an influencer yourself.

The influencer market: why so much success?

The influencer market has gone through massive growth in recent years. It is estimated that 56% of women follow at least one influencer, especially those who post about beauty. There are many reasons for this. A good influencer does not disrupt anything on our feed, but simply provides more entertainment. Moreover, being a real person, over time they develop a community that puts trust in their opinions, and this trust helps make advertising with them more authentic. When it comes to influencers, social media users especially love communication on Instagram and videos on YouTube, where you get a wide variety of formats – tutorials, videos about their day, tips and tricks, and so on. Even luxury brands, initially the most resistant to letting go of old marketing habits, have now taken on influencer marketing, obviously going with influencers that have international fame.

How a top influencer is born: creators and celebs

Some names now universally famous were once completely unknown, but have with initiative and creativity now earned themselves a huge audience. These are people with some specific passion, like fashion, beauty, or cooking, or even things like music and philosophy. Just by talking about the things they love in a personal and distinctive way, they are able to make an impact. Two examples in particular, in two different fields, Chiara Ferragni and Benedetta Rossi, are queens of fashion and cuisine in Italy. Another phenomenon is the ‘already famous’ influencer. Those who start with a reputation in other fields can make use of it on social media, turning their fanbase into followers, even if they talk about things other than what they’re famous for. Examples of this include Cristiano Ronaldo, who often talks about wellbeing, or the actress Emma Watson who likes to discuss politics. But who are the top influencers in the luxury sector?

Chiara Ferragni, the entrepreneurial influencer

Chiara Ferragni’s work was born from a passion. The need to share her love for fashion, her choices of outfit, and exciting fashion discoveries led her to use the very first social media platforms. She broke into the industry while blogging in the United States, opening her famous blog ‘The Blonde Salad’ in 2009, which quickly became a fully-fledged international magazine. Her potential in Italy was first recognized by the magazine Grazia, that offered her the first of countless covers.

The economic marvel of Chiara Ferragni

According to reports from Milan and Finance, last year this digital entrepreneur had a turnover of 19 million euros. Her story shows that it’s important to start out with a realistic attitude and to always try to broaden one’s horizons. Indeed, over time she has diversified her business activities with the consulting company Sisterhood (which deals with marketing consulting and talent management), The Blonde Salad brand, the Fenice company’s Chiara Ferragni Collection brand, and of course her social network channels, which alone seem to make up 200,000 euros of her yearly income, as reported by Corriere dello Sport.

Gianluca Vacchi, the influencer with a philosophy of luxury

Where Chiara Ferragni went from infuencer to entrepreneur, Gianluca Vacchi did the opposite. Graduating in economics and once destined to follow in his father’s footsteps in the family business, the 54-year-old earned his nearly 21 million followers by flaunting his lavish lifestyle. Not only does he show himself off surrounded by beautiful things and having amazing experiences, but he also and above all exemplifies a philosophy of life, which is explained in his book ‘Enjoy’, published in 2016. The title is an exhortation to enjoy life in each and every moment. The story of Gianluca Vacchi teaches us that we must never take anything for granted and that sometimes a path that seems set in stone can in fact be changed. Diversification, once again, is crucial. Vacchi has explored (and continues to explore) all possible avenues, from singing, to DJ’ing, to his various fashion collections.

Veronica Ferraro, luxury and beauty influencer

As everyone knows, Veronica Ferraro is one of Chiara Ferragni’s best friends and, it seems, is in fact the one who advised her to start her blog. Indeed, the name ‘The Fashion Fruit’ seems to be inspired by The Blonde Salad. Posting from her Instagram page, Veronica Ferraro is a very credible figure in the world of fashion thanks to her standing as a model. Her physique – amazing like her brand – also makes her suitable for giving advice on nutrition and training. Don’t settle for just one passion!

Mariano Di Vaio, a top influencer between fashion and family

Mariano Di Vaio is a model with a top face and physique, known for having modelled for big fashion designers. He made it so that there was finally a fashion blog for men, and is ever more involved in the world of fashion and luxury. Mariano Di Vaio’s success began with his company MdV Style, now an e-commerce magazine dedicated to his brand Nohow. A further boost to his popularity came from the influencer’s personal life, being married since 2015 and expecting his fourth child. Mariano’s story shows that it’s worth trying out new ways of doing things, for example by trying to appeal to new audiences.

Chiara Nasti

Nastilove, both an Instagram profile and also a jewelry e-shop, is a brand name owned by the top Neapolitan influencer Chiara Nasti, who at 23 already has almost two million followers. Starting at just 16 years old with a fashion and beauty blog, Chiara Nasti now has a body jewel range that she can model amazingly herself thanks to her pin up physique. This was no small achievement, and not just good luck. Chiara herself at the end of July said goodbye to her followers stating a need to get off social media, only to then reappear at the end of August.

Luxury business owners becoming influencers for their own brand

The world of fashion and luxury has taken quite some time to change its ways. But fashion entrepreneurs have ultimately concluded that it’s worth getting involved in the world of social media, and to put up with the autonomy enjoyed by the top influencers, who are not always easy to manage and are quite financially demanding. However, because of this, there are more and more luxury entrepreneurs working to promote their brand themselves, from Elisabetta Franchi to Brunello Cucinelli. Discover the best fashion sites that sell cosmetics online – the two worlds are closer than you think.

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