Packaging is the science, art and technology for including or protecting products for distribution, storage and sale. This is the most common definition used in the industry. One of the main goals is to attract consumers’ attention, and it is therefore the way the product is presented to the consumer.
In the Beauty market, it is one of the elements that most affects consumer decisions, it is one of the reasons-why, it is “love at first sight”. According to the Nielsen consultancy firm, 40% of consumers regard an attractive container as a key factor in repeat-purchasing. Choosing the right packaging is no easy task, since several steps are required to take the right decision. This post explains the key points you need to keep in mind to get customers to fall in love with your product.
- Define the consumer. This is the point of departure for all packaging choices. Consumer preferences are very different depending on their age, gender, social status, etc. Therefore, we need to make sure we know who the product targets.
- Define brand personality. An aggressive brand? Nice? This is how you define what you want your packaging to be like, what the best way of reaching the consumer is and to ensure that they feel attracted to the product.
- Know where consumers do their shopping. This will help you to define the packaging strategy. It will depend on whether they buy online or in-store, in small (local/neighbourhood) stores or large supermarket chains.
- Apply some “make-up” to the packaging. The following aspects should be taken into account:
- Style. The personality we want our packaging to have.
- Colours. Whether you choose impactful, attractive, pastel-tone colours, etc.
- Be a cut above the competitors. Being different to other brands will give the product greater appeal.
- Typography. Sans Serif or Serif. It is the point of departure for the product and the packaging.
- Add extra information: If it is a product with no parabens or silicones, it has not been tested in animals, it is suitable for vegans, etc. This is all additional information that will enable the consumer to identify the product they are buying and will also give it added value.
- Choose the type of packaging. There are three types of packaging for a beauty industry product: the outside packaging, which is the first thing the consumer sees, the inner and product packaging, the one that contains the cosmetic product. The best-known and most commonly used product containers in the beauty industry are:
- Airless
- Sprays
- Bottles
- Tubes
- Droppers
- Compact
- Come up with the design. It is now time to choose the packaging in accordance with the points defined above. This design, and all the packaging elements, must convey the product’s and the brand’s values.
- Select materials and printing. Once the design decision has been taken, it is time to choose the most suitable material. Once this decision has been taken, the design can be applied to the product. Rafesa, which specialises in beauty industry packaging, offers a decoration service for cosmetics and perfumes that gives each product the ideal personality.
