How to choose your cosmetics packaging? Tips and inspiring examples

The cosmetics market is constantly welcoming new brands every year, trying to differentiate themselves in an ultra-competitive sector.

To do this, many companies think about the packaging (the primary packaging) of their products so that they stand out on the shelves of shops or on websites. But have you thought about tertiary packaging as a key lever to enchant your customers?

This article reveals 6 tips for choosing original cosmetics packaging that will enhance your brand image, whether you sell your products online or in physical shops.

6 tips for choosing the right packaging for your cosmetics

Whether you sell hygiene or beauty products, the packaging of your goods when you ship them must meet quality criteria to match your brand image.

Follow these 6 tips to ensure an optimal customer experience:

Care about the level of protection of your products

This seems like a no-brainer, yet it’s one of the most important tips to get right when choosing packaging for cosmetic brands!

Whether you ship your products directly to your customers, or sell them in-store, they need to arrive at their destination intact. So take care to consider the manufacturing practices of the packaging you choose: it must protect your goods against breakage, shock, but also against theft (for e-commerce shipments).

What’s more, some cosmetic products can be sensitive to light, heat or humidity. Of course, their primary packaging is supposed to protect them from these variations in the external environment. But, to take safety a step further, make sure your tertiary packaging provides optimal second protection.

Opt for a differentiating, emotionally-oriented design

Your brand probably already has a strong visual identity that stands out from the crowd: you need to think about reflecting this on all your packaging! The main idea, to package your products in products that hit home? Suscitate emotion directly on these cosmetic product packages.

Don’t hesitate tobenchmark what your competitors are doing. Look closely at what they are doing in terms of colours, packaging formats, wording of the words on them…

Also keep in mind the profile of your core target audience to adapt your design to their expectations. For example, if you sell natural cosmetics or slow cosmetics, green colours or cardboard packaging will highlight the values that are dear to your targets.

Want to stand out even more? Consider having your packaging personalised in its entirety. In doing so, you can choose the shape, size, or volume of your cosmetics packaging. You can go even further in the originality of your design and in the promotion of your brand image!

Need to know more? Find out how to deliver a differentiating customer experience through packaging.

Showcase your brand identity right on the packaging

In the ultra-competitive environment that is cosmetics, it is crucial that your brand is visible on your tertiary packaging.

To achieve this, you can opt for printing or embossing on cosmetic packaging. Consider having them printed in your brand’s colours, or even have its name or slogan on them. You can also personalise your packaging according to the marketing campaigns you are running at any given time.

Tailor the unboxing experience for your customers

The practice of a customer filming or taking a photo of the packaging of the product they have just bought or received is known as unboxing and then posting this content on social media. This is a key practice in your marketing strategy and can help you reach a large audience of potential customers.

And good news: you can totally do this unboxing with your cosmetics’ tertiary packaging!

Beyond the actual design of the packaging, also consider :

• Choose a elegant packaging method that doesn’t annoy your customer when unpacking: get rid of loose particles or traditional bubble wrap!”
• Add little touches to your orders: goodies, samples of your product ranges, a little personalised note, a promotional code for the next order, etc.

Thinking eco-responsibly

For years now, we have seen the emergence of organic, ecological cosmetic brands, which highlight their harmlessness on the health of customers and the planet. It’s a fact: today’s beauty and hygiene products cannot do without eco-responsible thinking, including on their packaging!

Indeed, respect for the environment is one of the crucial elements for today’s consumers – and all the more so if your products subscribe to the current ecological trend. In fact, this is proven by a recent study, which proves that 21% of cosmetic product purchases are guided by environmental labels and certifications.

Your customers should therefore see, at first glance, that your product and your packaging are eco-friendly.

Don’t hesitate to include acronyms and labels that guide your consumers to give your packaging a second life: instructions for recycling, composting, reuse.

And to go even further, you can also decide to eco-design your packaging from scratch.

Keep the simplicity of preparing your orders in mind

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Whether in a physical shop or for e-commerce orders, order picking should be simple for your operators. The goal: that they can pack your products quickly and efficiently, to serve your customers as quickly as possible.

To do this, opt for instant assembly packaging, or featuring pre-integrated tear strips or gummed tape, which limit the use of adhesive tape.

Cosmetic packaging to pick from

So, with these 6 tips in mind, which cosmetic packaging products to choose from our wide range available? Here are some examples of dedicated cosmetic packaging products that can help you hit the bull’s eye with your customers.

If you sell your cosmetics on the internet, the containers in which your products arrive in your customers’ hands are the first physical point of contact between them and your brand. Hence the importance of choosing them well!

Gift packaging for your products

As you know, many of your customers buy your products as gifts afterwards. That’s why you need to have rewarding cosmetics packaging at your disposal, which creates a “wow effect” when opening the gift.

Isothermal packaging: to protect your products from temperature variations

Are your products sensitive to temperature changes? Opt for these isothermal packages to ensure you deliver your cosmetics safely.

Bags: an essential for selling your cosmetics in store

When your customers leave your physical shop, your brand must continue to shine! To do this, make sure you choose bags that enhance your products, and make it easy for your customers to carry them.

Laminated or kraft paper, with twisted handles, rope or flat, personalised or not… The choice is wide. Make your own, keeping in mind the 6 tips you discovered above.

The ideal cushioning materials for your goods

Whether it’s in an e-commerce package or a gift box, the cushioning material you choose is crucial. It must cushion your products in the packaging to prevent them from being banged around, but it must also contribute to the unboxing experience for your customers.

Here are some enhancing cushioning materials to consider:

Now you’re ready to choose the cosmetic product packaging that will set you apart from the competition! And to go even further, don’t hesitate to ask about the customisation of the packaging you’ve chosen: your brand image will thank you for it.