[DE] Packaging cosmetics and beauty articles safely and attractively

With the boom of e-commerce and the growth of small brands online, the world of cosmetics is now more competitive than ever. As a business in this industry, you need to stand out from the crowd at every stage of the customer journey. The good news is that packaging can help you do just that. Discover the 7 current cosmetics packaging trends you can bank on here. On the agenda are environmental sustainability, customer loyalty and the “wow effect” 😉 We show how…

What do consumers expect from cosmetics packaging?

When buying cosmetic products these days, your customers have more than just efficacy in mind. They now pay close attention to the composition, make sure that the ingredients used do not contain endocrine disruptors, that the products are natural or organic and that no animal testing has been carried out.

It is therefore only natural that the trend in cosmetics packaging also follows this logic. It is now a matter of brand image for cosmetic brands to package their products in an environmentally responsible way, whether they are part of the organic beauty movement or not. Whether you sell your beauty or hygiene products through e-commerce or retail: It is extremely important that you take the time to follow this trend. This also includes considering whether packaging can be dispensed with for some products. A trend that some cosmetic brands have discovered for themselves and worked out into a kind of USP (keyword: solid cosmetics or solid shampoo).

In addition, consumers increasingly expect strong experiences with brands, from the purchase decision to customer service, and they want to know the values behind the products. This is another trend that should be incorporated into your packaging practices. Set your packaging apart through personalisation. Try to convey your values and brand messages in shape, texture and design (e.g. via packaging printing) through your packaging as well. Doing without packaging or reducing it as much as possible is not only a question of sustainability, but can also be a strong brand message at the same time!

Cosmetic packaging – What do I basically have to consider?

What steps are necessary to successfully package cosmetic products for shipping in e-commerce?

1. Securing cosmetics packaging – Regardless of the type of packaging (glass bottles, plastic containers, etc.), it should be carefully wrapped with bubble wrap or kraft paper. The choice of cushioning material should be made according to the sensitivity of the cosmetic products to prevent damage. Finally, the outer layer should be securely fastened, for example with high-quality packing tape or even a label or sticker, to prevent unintentional opening.
2. Selection of the carton – mostly shopkeepers choose cartons made of 2-wall corrugated cardboard. An interesting choice are cartons with a double bottom, which provide extra cushioning for the cosmetic products. For small and fragile containers, aesthetically pleasing cut-to-size packaging is sufficient.
3. Filling the free space in the package – of course with environmentally friendly filling materials such as bubble paper, bubble wrap, Schrenz paper or paper wool as well as used film from other shipments. Good filling materials ensure proper cushioning and fic the cosmetic products in the parcel.
4. Securely seal and label the box – The box containing the protected cosmetic products should be sealed with professional packing tape. A warning label (in a clearly visible place) is also essential. The label informs the shipping service provider that the package contains fragile and sensitive cosmetic products – the package should therefore be handled with care.

7 cosmetics packaging trends you should consider for your brand.

Point 1: Go for ecological materials

The first cosmetic packaging trend is not surprising: it’s all about using eco-friendly materials for the design of your packaging. Boxes, jars, cushioning materials and even the closure of a bottle should be designed in a way that does not harm the environment. Examples of inspiring ecological cosmetic packaging:

Item 2: Plastic packaging – reinvented

For many years there has been a trend of plastic bashing towards brands, regardless of their industry. On social media, we see many customers criticising the use of petrochemical plastic in brands’ packaging in general. Avoid plastic at all costs? Not always the solution. There are some types of plastic that are actually environmentally friendly. Work with as much transparency as possible here and inform your customers why you decide to use plastic materials in packaging. For example, also on your packaging itself.

The real problem with plastics is that plastic items often have a short half-life, but last for centuries in the environment. Yet there are definitely areas where plastic is the better alternative from the point of view of life cycle assessment.

Read more on the topic of plastic packaging and its life cycle assessment:

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Point 3: Route your packaging, all the way to the end of the packaging cycle.

Make sure your customers understand how they can use the packaging until the end of its life cycle. To be truly transparent, the relevant symbols should be clearly visible on the packaging itself. In our webshop, we have marked the packaging that is labelled with at least one or more environmental labels with this symbol:

Read more on the topic of environmental logos and labelling on packaging: Clarity at first sight: Labelling from the packaging world

Point 4: Remember – less is more!

So consumers are taking on more and more ecological responsibility when shopping – and they expect the same from retailers and suppliers. What does this mean in terms of packaging design? Quite clearly: less is more! Plain white or brown cardboard packaging with inconspicuous labelling is absolutely trendy! The simpler a product packaging is, the more transparent and trustworthy the brand is perceived by consumers.

With these products, you can meet the plain-and-simple trend:

	The plain, white shipping box is very much in vogue and offers many other advantages: Depending on the model, the box is suitable for delivery in the letterbox and as a maxi or book and merchandise consignment, it can be easily printed with a company logo or slogan or customised with personalised stickers without losing its simple effect.
	With the RAJAPOST white postal box you are also fully in line with the trend: Available in countless formats, this sturdy mailing box is way ahead in terms of popularity, precisely because of its inconspicuousness.

Would you like a little more personal touch? Then read on here: Printing on packaging – a guide

Point 5: Opt for colours that imply ecological responsibility.

Besides white, which is a colour associated with the environment, other colours can give your cosmetic products a natural character. This is especially true for ochre tones, earthy shades or pastel colours, which have become a trend in cosmetic packaging in recent years. Therefore, there is nothing better than opting for packaging made of cardboard or natural kraft papers, which have a very environmentally conscious look!

Examples that fit this trend:

	Ingeneral: packaging made of kraft paper, for example shipping bags or also cushioning material made of kraft paper, which offers excellent cushioning protection even though it is so light.
	You also get optimum cushioning protection with paper wool: it is light and versatile, and above all: as sustainable as it looks 😉
	In the bubble paper bag made of embossed paper you have found the ideal packaging if you are looking for an (even at first glance) ecological alternative to classic bubble bags.
	The Korrvu® fixation packaging is the right choice if you not only want to protect your products optimally, but also fix them and present them in the best possible way.
	The mail carton for the environmentally conscious: Shock-absorbing mail cartons with security closure in brown are made of 70% recycled material and are 100% recyclable. And the consumer sees that too! At the same time, the double cardboard thickness, the practical adhesive closure and the protruding side edges make the postal box super secure and practical to use.

Point 6: Stay monochrome!

If your brand’s graphic design is full of bright colours, don’t panic: One of the trends in cosmetic packaging can perfectly match your design: ‘monochromaticity’. Use only one colour on the packaging of your products. This can also be more dynamic and eye-catching colours.

Examples that fit this trend:

	Tissue paper is soft and protective as a cushioning material, in all imaginable colours that you can customise to your brand. It is also available in white or kraft paper versions.
	A modern yet simple look comes with the coloured bubble mailer. Currently available in three different colours.
	Coloured paper bags are an inexpensive yet impressive way to “show your colours”.
	You can find even more choices of coloured paper carrier bags here.
	Would you like a little more shine? Then choose the lacquer paper carrier bags with a satin bow, in white, black or gold.

Point 7: Use technology for more transparency

A relatively new trend in cosmetics packaging is the use of networked packaging or smart packaging.

This is packaging on which a QR code or NFC chip is integrated. Once your customers scan this element, they have access to the content you want them to have : information about the product and its packaging or promotional codes and promotions. This makes the customer experience around your packaging even more interactive – and even more attractive!

Inspired by these trends? Discover a wide range of innovative and protective packaging in our RAJA online shop.