Cosmetic packaging design depends on what a brand wants to transmit to its customers and prospects, the story it wants to tell, and the values it wants to convey. That is why there’s not an ideal design that is good for everybody.
Cosmetic packaging, however, must have some characteristics to be successful in the market. Discover them in the following article!
Cosmetic packaging design that you must offer in your catalogue
Regardless of what the brand wants to convey and the material the packaging is made of, there are some characteristics a cosmetic packaging must have to be successful.
If one of these is missing, the product will fail.
#1 Functionality
It might seem trivial, but the first fundamental aspect of cosmetic packaging design is functionality. It means that is must be able to perform the task for which it was designed: to contain a semiliquid substance, protect it from external agents, and make sure it remains unchanged for a certain number of months according to the manufacturer’s specifications.
For this to happen, the manufacturer must ensure that the various parts that make up the product are made in a perfect way so that they fit together perfectly even if they are made of different materials.
It often happens, in fact, that the cosmetic cap and the container are made of different materials, and it is often difficult to make sure they fit together to the millimetre. This, however, is of paramount importance to avoid product spillage or contamination.
#2 Innovation
Content is certainly key, but the packaging of a cosmetic product is the first aspect that attracts the attention of a potential buyer, which is why it needs to stand out. Mundane packaging that looks the same as all the others will not catch the eye of consumers. That’s why brands and companies are always looking for more innovative proposals that no one has yet brought to market.
Therefore, the second key characteristic of successful cosmetic packaging design is that it should be unique and distinctive, allowing the brand to stand out from others.
Complicated shapes, new finishes, multifunctional products that can become objects of design once the product is finished are just some ways to make an item unique.
#3 Aesthetics
No brand, especially in the world of beauty, will decide to put an ugly product on the market that seems of little value. That is why it is essential to include high-quality packaging components in your catalogue that convey elegance, naturalness, and reliability and that can be customized as required.
Every company will want to convey a clear message to customers and will want to do so through its products and, therefore, through its packaging.
The supplier must be able to offer all possible options so that the customer can make sure the product conveys the right message.
A green brand, for example, will likely ask for sustainable cosmetic packaging design that is elegant but at the same time enhances the naturalness of the raw material. A luxury brand, on the other hand, will want elegant packaging that conveys prosperity, luxury, and glitz, and the supplier must be able to accommodate this through unique shapes and finishes.
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#4 Cost-effectiveness
For customers to buy packaging components you sell in your catalogue, they must be cost-effective.
Cost-effectiveness does not depend only on price. The components must certainly be worth the price at which they are sold, but other factors determine their real benefits.
The material from which they are made is important. A plastic cap, for example, will need molds to be produced. In addition to being very expensive, molds are not cost-effective when something needs to be changed and has to be remade from scratch, which is time and resource intensive.
A wooden cap, on the contrary, does not need molds, and any modification can be made in a short time. This means that:
- the initial investment will be lower
- there will be no extra expense in case of modifications
Also, the ability to produce the components in small batches and test the market to evaluate the success of the product is a great advantage. This way, if the product does not work, it will be possible to revise and modify it before making an investment that is difficult to recover.
Similarly, the ability to see realistic prototypes before production will allow you to see if the product meets the customer’s requirements and evaluate any modifications or improvements. The prototype, however, must be an exact copy of the final product so that there are no surprises that could lead to higher costs.
#5 Sustainability
Sustainability is a hot topic today, especially among the younger generations that are increasingly inclined to purchase cosmetics that are in line with guidelines related to environmental protection. Not only the content then but also the container is an important element in the purchasing decision when it comes to the beauty industry.
Therefore, choosing to offer sustainable packaging components is strategic in order to meet market demand. In particular, wood is one of the most popular materials today even among luxury brands because of its elegance and beauty both to the eye and touch.
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More and more brands are therefore deciding to switch to FSC- or PEFC-certified wood packaging, which thus meets all environmental sustainability standards and is attractive to the increasingly conscious public.
The Minelli Group has been working with wood for more than eighty years and has gained the necessary experience to advise its clients about the best solution for them.
If you are thinking of including wooden cosmetic packaging design in your catalogue or have any ideas or a project in mind, please feel free to contact us!
Our experts will be happy to take on the challenge and help you give shape to your idea!
