[FR] Cosmetics packaging: trends for 2023
6min read
24/08/2023
Beauty products and cosmetics are as easy to order online as clothes, electronics or books. As an online shop in this sector, you need to stand out at every stage of the customer journey. And the good news is that packaging can help you do just that! To make the most of your till, the specialists at RAJA have put together a list of the latest trends in cosmetics packaging. On the agenda: sustainability, customer loyalty and, of course, the “wow” effect. Let’s get started!
1. What do consumers expect from cosmetics packaging?
These days, buyers of cosmetic products are not content to simply check that a product is effective. They are wary of the natural composition of cosmetics and the ingredients used, and they want to be sure that no animal testing has been carried out. The current trend is clearly towards ‘greener’ beauty and cosmetics. It is only natural that this trend should be reflected in the packaging of cosmetic products.
For cosmetics manufacturers, sustainability has become a crucial element in their brand image. For those with an online shop or independent shop, it’s time to follow this trend and think carefully about packaging. The right packaging can make or break a brand’s customer experience.
At the same time, consumers expect a stronger brand experience and want to know more about the philosophy behind the products. This is another trend linked to packaging. You can take advantage of this by personalising the packaging of your cosmetic products. Try to convey your values and messages through the packaging, whether it’s its shape, texture or design. A simple print or a colourful sticker can already make all the difference!
2. Create perfect cosmetics packaging in 4 steps
Follow these four steps to create the perfect packaging for your beauty and cosmetic products, whatever the situation.
- Choose the right quality cardboard:When shipping fragile products, it’s essential to use a double-flute cardboard box. These boxes are strong enough to withstand impact. Double-bottom boxes are also an interesting choice. This provides extra protection.
- Secure cosmetics:always wrap your product carefully in bubble wrap or kraft paper. If the surface is sensitive to scratches (e.g. glass), it’s best to opt for foam film. Damage to the product must be avoided at all costs .
- Fill the empty spaces in the packaging: do the items have too much freedom of movement in the crate? Fill these empty spaces with cushioning materials such as wrapping paper, wood wool or paper dunnage.
- Seal the crate properly and label it: the crate containing the cosmetics should be sealed using professional adhesive tape. Read this article about the best way to seal a crate with adhesive tape. In the case of fragile products, it is also essential to affix a warning label. This clearly indicates to the carrier that he must exercise caution when handling the package.
3. Trends for your cosmetics packaging in 2023
► 3.1 Favour environmentally-friendly materials
The first trend in cosmetic packaging should come as no surprise: the use of eco-friendly materials (for every part of the packaging). Cases, bottles, cushioning materials and even the closure of a bottle must be designed in such a way as not to harm the environment.
Cardboard box |
Gift box |
White post box |
| –Made from recycled and recyclable paper. – Elegant outerhandle . |
–Made of recyclable paper. – Quick and easy toassemble . |
–Made from FSC cardboard. – Whiteexterior for elegant presentation. |
►3.2 Plastic packaging reinvented
Does your company want to avoid plastic at all costs? This reasoning is not necessarily the best one, as plastic offers many advantages over other materials:
- Transparent: transparent cosmetic packaging immediately highlights the product and gives it a pleasing appearance. What’s more, transparent plastic is easier to recycle.
- Recyclable: plastic can be recycled to the same extent as paper, as long as it is sorted into the right waste stream.
- Water-resistant: plastic is highly resistant to water and humidity.
Bubble wrap |
Bubble bag |
Zip bag |
| –80% recycled materials. –Flexible and lightweight: wrap all your items easily. |
–80% recycled material. –Easy to fill and close thanks to the adhesive strip. |
–50% recycled materials. –Create an attractive protective layer for your products. |
► 3.3 Print the right logos on your cosmetics packaging
What should you do with the packaging of a cosmetic product after you’ve unwrapped it? Make it clear to your customers how to sort or reuse it. You can easily do this with the help of a few universal logos and labels. That way, everyone will always know where they stand. Want to find out more? Check out our blog post on packaging logos and labels.
► 3.4 Pack compactly
Consumers value a sustainable shopping experience. What does this mean for your packaging design? Quite clearly: less is more! Make sure that the packaging is as compact as possible and that it fits your product perfectly. To achieve this, use, for example, a variable-height crate, a flat letterbox box or a padded pouch. The latter two have the advantage of fitting more easily into a letterbox slot. In this way, an order can be delivered on the first attempt, without having to worry about possible returns.
Flat cases |
Padded pouch |
Variable height case |
| –Only 2.5 to 5 cm high. –Fits easily into a letterbox slot. |
–Made entirely of paper. – Minimalspace required . |
–Up to 12 variable heights. –Perfectly adaptable to each product. |
► 3.5 Opt for a natural touch
The colour of a pack has more impact on your image than you might think. In recent years, ochre, earth and pastel tones have become inseparable from cosmetics and beauty packaging. The best alternative would therefore be to choose packaging made from cardboard or natural kraft paper.
Bubble wrap |
Cushioning particles |
Brown post box |
| –Made from renewable paper. –An excellent alternative to plastic bubble bags. |
– Natural and originallook . –Fill the empty space in the packaging |
– Natural brownappearance . – Quick andeasy to close thanks to the insertion flap. |
► 3.6 Limit yourself to a single colour
The minimalist trend described above also applies to coloured patterns. Flashy graphic patterns create a unique look, but don’t inspire the same confidence as a sober one-tone package. Of course, you can go for a dynamic or eye-catching colour, as long as you stick to one. You can easily and inexpensively add colour by finishing the inside of your packaging with tissue paper or paper curl, for example.
► 3.7 Customise your cosmetics packaging
With personalised logos and complementary colours, you create unique cosmetic packaging that tells the customer your story. You can easily print cases, post boxes, ribbons and closure labels. Discover all thecustomised and printed packaging possibilities offered by RAJA here.
► 3.8 Discover the latest Smart Packaging technologies
A more recent trend in cosmetics packaging is connected packaging, or “Smart Packaging”. This is packaging on which you integrate a QR code or an NFC chip. As soon as a customer scans it with a smartphone, they receive information about the product, the packaging or any promotional codes. This makes the customer experience all the more interactive – and all the more attractive!
