Cosmetics and beauty product customers are, for the most part, diehard, loyal consumers. It’s a serious business. But it’s also a business that includes a lot of competition. Without the right cosmetics packaging, how are you going to stand out in the crowd?
The Importance of Packaging
The first thing that people are going to see when they look on the shelf of their local store is the package in which your product is sold. There are numerous packages to choose from, so yours better stand out! But there’s more to great packaging than simply an eye-catching box or bag.
Before You Design… Prime
This step includes a few basic points:
- Figure out who your ideal customer is – i.e., mature women, specific skin types, teenagers, etc.
- Define the personality of your brand – now that you’ve figured out the identity of your customer, you’ll need to define the identity of your brand. Are you luxurious, classic, simple, or dark and edgy?
- Devise a mood board – a mood board will help you through your design process as an inspiration. It will embody the personality of your brand through advertisements, colors, images, and more.
Research and Choices
This is actually where designing your cosmetic labels and beauty packaging begins.
Gathering up packaging info will take a little bit of research. First and foremost, you want to be FDA-compliant, so you’ll need information on that. Basically, this is where you grab every piece of information available on packaging. Here are some considerations:
- Brand copy
- Government warning labels
- Expiration labels
- Some type of image to a get the point across to your consumers that the product you are selling is cruelty free (no testing on animals)
- Additional graphics and images
Design standards must be developed and will include the following:
What Type of Packaging Should You Choose?
It’s time to decide upon the physical packaging for your product. Packaging includes the following layers.
- Inner packaging – In addition to outer packaging, what else do your customers have to go through before they actually get your product? That’s what is meant as inner packaging.
- Outer packaging – When patrons scan the shelves at their local store, this is the first thing they’ll see. It also includes the bag in which cosmetics are packaged at your local retail store or the box that customer orders get shipped in.
- Actual product packaging – This refers to a foundation bottle, compact, dropper, jar, sprayer, or tube in which your product comes. It’s what holds the actual product inside.
What Is Your Design’s Focal Point?
When choosing a design, this is the starting point. To get your message across, you actually have about a split second of time. Will your focal point concentrate on brand recognition? Then you’ll need a recognizable logo. This is your design’s core element.
Finding a Cosmetic Packaging Designer
This is where you either hire a designer or figure out how to do it yourself. Though it’s not recommended, the do-it-yourself method can keep everything on a lower budget. But it’s not exactly advisable to cut corners on packaging design.
If you want to hire a designer, there are two basic ways of going about it:
- Launch a design contest
- Hire a freelancer
And, of course, the third way would be if you know someone that has had the experience already and they can recommend a reputable designer.
Ready, Set, Design!
As you create your design, remember to ask yourself the following questions:
- Five years from now, will my design be relevant?
- In 3D, how is my design going to look?
- Against my competitors’ designs, will mine stand out?
- Is the packaging easy to use and accessible?
- Does my design clearly state the identity of the product inside?
- Is this an attention-grabbing design?
Because packaging is such a huge part of cosmetics marketing, and because entrepreneurs are likely to have questions regarding packaging sourcing, it’s best to partner with a professional agency that is involved in marketing, brand identity, cosmetic development, and more. Avoiding common and unnecessary initial mistakes can expedite the success of a new product or product line.