[ES] Cosmetics and parapharmacy packaging: differentiation, EcoResponsibility and protection
10min read
29/11/2022
Spain
If there is one area with a very high level of competition in the market, it is the cosmetics and parapharmacy sector. Beauty and care matter so much that every year the catalogue is expanded with thousands of new launches. In a sector with such a wide range of products, brands are obliged to develop an effective strategy to find their niche and increase their sales. One of the ways to differentiate is to use packaging that helps build a unique brand image. Packaging is so important that it not only serves a packaging and protection function, but also helps to communicate the key messages of each brand.
Cosmetics and parapharmacy market: business figures
With the coronavirus pandemic and confinement, the cosmetics and parapharmacy sector was hit by a drop in sales. However, once back to normality, the market has been recovering. According to Statista, in May 2022 the market value of the sector in Europe exceeded 50 billion euros. As for our country, according to Stanpa, the National Association of Perfumery and Cosmetics, in 2021 the market grew by 7.8%, reaching figures of 8,200 million euros; with perfumes being the category with the most dynamism, with more than 24.4% increase.
Types of packaging in cosmetics and parapharmaceuticals
Given the nature of cosmetic and parapharmacy products, their packaging usually requires the use of the three types of packaging that exist:
- Primary packaging. This is the packaging that is in direct contact with the product: more or less dense liquids, tablets, powders, cellulose, etc. They can be jars, cans, tubes, aerosols, cases, boxes or blister packs.
- Secondary packaging: Next level, as it contains the primary packaging. They are usually cardboard boxes, cases or bags and can also group items together to form a sales unit.
- Tertiary packaging. This is the last level and is used in logistics. Thanks to it, products can be transported to their final destination. Cardboard boxes are usually used, but you have to be very careful with what they can contain and pad the inside with protective padding.
9 tips for choosing cosmetics and parapharmacy packaging
Some cosmetics and parapharmacy products require special precautions when being shipped. In addition, in a sector that often appeals to the emotions of its customers, it is important to take the utmost care with design, aesthetics and colours. These are some of the recommendations to be taken into account in this area:
1. Ensure product protection
The contents of the package must reach the recipient intact. Some primary packaging can be extremely fragile as they are made of glass or contain liquids; therefore, the material must be protected from possible shocks or breakage. In addition, some of these products may be sensitive to light, humidity or may require specific temperatures, so it is very important to adapt the packaging to the contents.
2. Use a differentiating design
Each brand has its own visual identity and this image should also be reflected in the packaging to distinguish it from the competition. As this is an industry that pays great attention to the aesthetics and design of the packaging, the packaging must be up to the task.
3. Highlight brand identity
It is essential that the brand is visible, not only to differentiate from competitors, but also to give a sense of unity by using logos or corporate colours. A customised design will allow this identity to be conveyed.
4. Be discreet when required
However, sometimes it is preferable for outer packaging to be discreet and go unnoticed. In cosmetics and parapharmacy this may be the case, for example, for intimate care items.
5. Take advantage of seasonality
Personalised packaging can change depending on the time of year or seasonal marketing campaigns such as Valentine’s Day, Black Friday or Christmas.
6. Encourage the unboxing experience
The trend towards unboxings to share on social media by your existing customers can make your brand reach a lot of potential customers. Therefore, the experience of unwrapping the packaging and removing the products should be totally satisfying, exciting and surprising for your audience.
7. Exploit copacking
The copacking technique allows you to group several identical or different items together using secondary packaging to facilitate joint display and sale.
8. Maintain an EcoResponsible commitment
Many cosmetic and parapharmacy products are organic or ecological, so packaging should also be geared towards caring for and preserving the environment with recycled or easily recyclable materials in line with the company’s values.
9. Facilitate order preparation
The volume of e-commerce orders in this area is often very high, so operators need to work quickly and efficiently. Quick-assembly packaging helps to increase the average order dispatch rate per hour.
Cosmetics and parapharmacy e-commerce packaging
Having analysed the factors to take into account in order to equip yourself with the appropriate cosmetics and parapharmacy packaging, we will now take a practical look at the recommended packaging that will help you get the best out of your business if you have an e-commerce business.
Cardboard and paper packaging
Indispensable in almost any business, cardboard and paper packaging acts as the base container from which the rest of the packaging is built. In the world of cosmetics and parapharmacy, they are also indispensable.
If you are sending small orders, a postal box will suffice. The postal box with a reinforced closure is very resistant and its two side tabs prevent it from opening during transport.
In other cases, it is sufficient if the order arrives in an envelope directly in the mailbox. For this, bubble-padded envelopes will ensure that the product travels protected. The honeycomb paper padded envelope option is more EcoResponsible as it is filled with kraft paper.
If you also want to make the experience of receiving your shipment unique, the best option is a personalised box. You can adapt the boxes to the specific needs of your business, print your logo and use your brand’s corporate colours thanks to our box customisation system.
Isothermal packaging
If your products are sensitive to temperature changes, insulated packaging will ensure that the contents arrive intact.
The Isostar isothermal American box is ideal for the shipment of parapharmaceutical products and insulates against temperature variations.
The flexible cold accumulators for isothermal boxes are sturdy and easy to use, but must be refrigerated before each use in a conventional freezer at -20ºC.
Sometimes you don’t need large packs, so an isothermal bag with a hook-and-loop fastener will be enough to keep the contents at the right temperature.
Personalised adhesive tape
For the closure of the packages, we suggest a resource that, in addition to preventing them from opening during transport, will promote brand recall: the personalised adhesive tape. You can choose the material, width, colours and printed motifs to your liking, from your home or office, and get a 3D preview thanks to our online customisation tool.
Gift packaging, a plus for a 10 % presentation
Perfumes, make-up, facial or body care products… These are excellent gift ideas for Christmas, Valentine’s Day, birthdays or anniversaries. On these occasions, gift packaging has a lot to say. Here are some suggestions for presenting cosmetics and parapharmacy products, either individually or in packs combining complementary references:
The patent leather gift boxes with magnet closure are available in black, red and ivory. They are very sturdy, with a premium finish inside and out, and easy to assemble.
A sober version of the previous option is offered by the kraft gift boxes with magnet closure. Same performance as their patent leather cousins with a more natural look.
Kraft envelopes in classic colours are an economical and eye-catching solution for small objects. And environmentally friendly: they are made from renewable and recyclable raw materials. In gold, silver, red and black they are a must for the Christmas season; and in other all-terrain colours, such as navy blue or olive green, they will become your all-rounder for the whole year.
Filling and protective packaging in cosmetics and parapharmaceuticals
As many of these cosmetic and parapharmacy products require a lot of care during transport, as they are susceptible to damage in case of impact or punctures, it is very important to protect the contents with padded packaging.
Bubble wrap is a basic that never fails. You can choose the roll that best suits the size or use bubble wrap bags directly.
If you want an EcoResponsible option, kraft paper is recommended. A roll of 100% recycled kraft paper with a cardboard box closed with kraft adhesive tape will make it easier for all the packaging to go into the same recycling bin as it is mono-material.
To add a touch of colour to the contents, use tissue paper . We have 17 attractive colours for you to choose from to suit your brand image.
Made from 80% recycled fibres and accordion folded, the coloured filler paper shavings provide a soft, anti-static bedding that will cushion shocks during movement.
If you have to ship a group of small assorted items (deodorants, lotions, soaps, creams…), you can place them in a cardboard box and compact them with 100% recyclable, biodegradable and compostable corn starch filler particles.
In case you need more reinforcement, foam sheets will give you extra separation. The cushioning material of the polyethylene foam sheets recovers the initial shape even after several blows.
Undoubtedly, the most original and EcoResponsible proposal comes from our Geami WrapPak. This packaging machine generates a filling that intertwines kraft paper and tissue paper by die-cutting the kraft paper with a honeycomb motif. Thanks to the Geami WrapPak system you will make a difference.
Bags, essential in cosmetics and parapharmacy shops
When the sale does not take place in the online shop, but in a physical shop, boxes, isothermal packaging or protective materials are usually not necessary, unless the customer indicates that a long or complex journey lies ahead. In these situations, cosmetics and parapharmacy items will be delivered directly in their secondary packaging and, if applicable, presented as gifts. But specialised packaging can do even more: it can facilitate the transfer from the retailer to the end user’s home.
This function is covered by bags, which for this sector we advise you to choose with strength and finish in mind:
Patent leather bags with drawstring handles. With a bright, shiny appearance and side gussets, they are both elegant and discreet. You will find them in six colours and five formats in the RAJA® catalogue.
Kraft laid kraft bags with curled handles. Available in five matt colours and in three formats, they represent an alternative based on renewable and recyclable materials. Do you dare to try them in chocolate tones for high perfumery, or fuchsia for the sale of party make-up?
If you work in the cosmetics and parapharmacy sector and you want to put your company in the hands of packaging specialists, get in touch with us. Together we will look for the best options so that your products arrive protected and with a perfect presentation to their recipients, because at RAJA® we know how to adapt to all your needs to take care of your business!
