[NB] Cosmetics packaging: Trends in 2023
6min read
19/09/2023
Cosmetics and skincare products are as easy to order online as clothes, electronics or books. No wonder it’s become big business… As an online retailer in this industry, you need to stand out from the competition at every stage of the customer journey. And the good news is that packaging can help you do just that!
To get the most out of your packaging, RAJA’s specialists have taken a closer look at the current trends in beauty and cosmetics packaging right now. Key words are sustainability, strong customer loyalty and, of course, the “wow effect”.
1. What do consumers expect from cosmetics packaging?
Those who buy cosmetics today look not only at the effect of the product itself. They look closely at the natural composition of the cosmetics, the ingredients used and the fact that no animal testing has been carried out. Today’s trend is clearly towards more “green” cosmetics and skincare, and it’s natural that the same trend is reflected in cosmetics packaging.
For cosmetics brands, sustainability has become a crucial part of their image. If you have an online or physical store, it’s important to take this trend into account and think carefully about the packaging you use. The right packaging can strengthen or weaken your entire brand experience.
Along with this, consumers also expect a stronger brand experience and want to learn more about the philosophy behind the products. This is another trend that relates to your packaging. You can capitalise on this by using your packaging to convey your values and messages in terms of material and/or design. Even a simple print or colourful sticker can make a difference!
2. Create the perfect cosmetics packaging in 4 steps
Follow these four steps to create the ideal packaging for your beauty and cosmetics products.
► 1) Choose the right cardboard quality
An absolute must for those shipping fragile products are boxes made from double corrugated cardboard. These boxes are strong enough to withstand a hard bump or push. Double corrugated boxes are also available with an automatic bottom, making them quicker to assemble. These box types provide extra protection and cushioning.
► 2) Secure your cosmetics
Always wrap your product carefully with bubble wrap or paper protection. If the surface of your product is scratch-sensitive (e.g. glass), it is even best to choose foam foil. Any damage to your product should be avoided at all costs.
► 3) Fill voids in the box
Do your products have too much air in the box? Fill up the void with filler material such as kraft paper, paper strips or air cushions.
► 4) Seal and label the box correctly
You should seal the box with good quality packing tape. Read about different types of packing tape here.
If you are sending fragile products, you can also label the box with a warning label. This label makes it clear to the carrier that they should take extra care when handling your parcel.
3. Trends for cosmetics packaging in 2023
► 1) Go for organic materials
The first trend in cosmetics packaging shouldn’t surprise you: use organic materials – in every part of your packaging. Boxes, vials, filling material and even the closure of a bottle should be designed in a way that doesn’t harm the environment.
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Postal box |
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| – Made from recyclable paper.
– Magnetic closure |
– Made of recyclable paper.
– Easy to assemble. |
– 70% recycled and recyclable -White surface for stylish presentation. |
► 2) Plastic packaging is still relevant
Does your business want to avoid plastic at all costs? It may not always be the best solution. Plastic has many benefits that other materials don’t have:
- Transparent: transparent cosmetics packaging immediately shows off your product and gives it a neat appearance. By the way, transparent plastic is also easier to recycle.
- Recyclable: plastic is just as recyclable as paper, as long as you sort it into the correct waste stream
- Water resistant: plastic is resistant to water and moisture.
| Bubble wrap
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Bubble bags
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Zip lock bags
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► 3) Communicate the right eco-labels on your cosmetics packaging
What should your customer do with the cosmetics packaging after unpacking? Make it clear to the customer how the packaging should be sorted or recycled. You can easily do this by using a few universal eco-labels. By using the right labels, your customers will always know exactly where they stand. Want to know more? You can read all about it in our blog article on different eco-labels.
► 4) Pack compactly and don’t use too much
Consumers place a high value on a sustainable shopping experience. So what does that mean for packaging choices? Absolutely: Use as little packaging as possible! Make sure the packaging is as compact as possible and fits tightly around the product. You can do this, for example, by using a variable height box, a postal box or a padded envelope. An added benefit of the latter two is that they are easier to send in the post, so an order can be delivered straight to the recipient’s mailbox.
| Low post boxes
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Padded paper envelope
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Variable height boxes
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► 5) Choose a natural colour
The colour of your packaging has more impact than you might think. In recent years, ochre tones, earth tones and pastel colours have become inseparable from beauty and cosmetic products. That’s why there’s nothing better than choosing packaging made from cardboard or natural kraft paper.
| Paper bubble bags
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Brown postal boxes
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► 6) Stick to 1 colour
The earlier minimalist trend also applies to colour patterns. Flashy graphic colour patterns create a unique look, but don’t exude the same confidence as a modest 1-colour scheme. Of course, you can play around with a dynamic or eye-catching colour, as long as it sticks to 1 colour. You can easily and inexpensively add colour by filling the inside of the box with tissue paper or paper strips, for example.
► 7) Customise your cosmetics packaging
With personalised logos and colours, you can create unique cosmetics packaging that tells your story to the customer. You can easily have boxes, cartons, tapes and labels printed. Check out all the possibilities for personalised and printed packaging from RAJA here.
► 8) Meet the latest technologies through Smart Packaging
A recent trend in cosmetics packaging is smart packaging. This is packaging where you integrate a QR code or an NFC chip. As soon as your customers scan this, they immediately receive information about the product, the packaging or any promotional codes. This makes the customer experience even more interactive – and attractive!
If you have any questions about packaging cosmetics, please contact RAJA’s customer centre on 22 51 40 00 or post@rajapack.no.
