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.
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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.
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.