In our ever-vibrant world of the cosmetics that are there, a value that’s oftentimes underestimated is of course, the packaging.
Packaging used for cosmetics is more than a casing that’s used to protect containers, but it’s actually an ambassador of the product, whispering the story of the brand into the consciousness of the consumer.
It’s the first initial interaction that customers have with products and is indeed what sets the stage for the experience that comes after this.
The texture, the colors, even the design and the weight that comes with the packaging, are all responsible for desirability and allure, creating a narrative that’s positive for everyone.
The influence that cosmetics and packaging have on the appeal of products is an interplay that happens in the realm of design, psychology, along with marketing. They’re used to shape the perceptions consumers have and drive the decisions for purchasing.
Here, we’ll talk about how packaging is more than just a function that’s basic to everyone involved but is instead an element responsible for industry success.
Packaging Power
Let’s look at some examples.
One of the most impactful is the blue box from Tiffany. While not technically a cosmetic by any means, it’s an example of how luxury and packaging come together to make something that’s desirable for everyone.
Just imagine how the sign of the robin-egg boxes in blue brings forth excitement and anticipation, far before the contents are even there.
MAC, NARS, and the like all mastered the packaging art. With MAC having the sleek black containers that showcase a high-end and powerful vibe for fashion, which further aligns with the branding image, it does evoke luxury.
NARS uses a more minimalistic touch that comes with this. but, with a black matte type of finish and lines that are clean, this communicates both sophistication, and elegance on a modern level.
Another example is of course, Glossier, which is a revolutionary beauty industry brand. They use what’s called the “less is more” type of approach.
It is indeed minimalist, but also very friendly for Instagram with the packaging. It’s bold, and a soft pink, with a typography that’s simple, and it provides a more signature, regular style.
The packaging is great for the audience that they target, with both simplicity and authenticity, which makes them recognizable and valuable too.
There is also La Mer, which is a skincare product, and the packaging is white, clean, and comes with a silver accent. This communicates an unyielding commitment to luxury, and quality too.
This packaging mimics the product by feeling indulgent, rich, and also enticing, which further enhances the appeal that comes with this.
While these are but a few of the examples that are out there, they show how packaging appeals to the consumers with the products that are there.
Packaging for cosmetics is more than just containing the products themselves in a case, but it’s also about communicating the brand and their story, the values, and finally the promise. It’s something that’s strong, and it creates an invaluable connection.
With packaging especially for cosmetics, you want to make sure that the color is unique, and does get people interested, has a shape that’s unique and exciting, and also a material that can provide value.
Remember, like with any other type of product, you’re giving someone experience, rather than a product, which can in turn help with improving the overall experience that you have. By doing so, you can create the impact that your packaging has, creating an enjoyable experience for everyone.
Transit Concepts 