June 23, 2021

4 Important considerations for cosmetics packaging

In the highly competitive cosmetics industry, no brand can afford to be complacent and take brand loyalty for granted. Not all products are ‘hits’ simply because they carry a specific name, or are heavily promoted through expensive media or brand advocates.

Product performance itself is, of course, critical, but a good percentage of people also judge beauty products on appearance and ‘speed up’ their decision-making based on their impression of the packaging.

Cosmetics packaging, as with most packaging in general, should function to protect, promote, inform and sell, though there’s also a great onus on the packaging to attract customers, stand out on crowded store shelves and and convey beauty in digital spaces.

But as a brand how do you accomplish that when, as the saying goes, ‘beauty is in the eye of the beholder’?


We generally think of the graphic design aspects of packaging as the attractive elements but there’s a lot to be said for the overall structure.

Pack structure should be highly functional (enabling ease of use), sleek and also limit negative space.

A prominent logo, great brand detailing and a good surface treatment on packaging go a long way to selling a brand, but the right physical design complements the decorative effects with sleekness and precision.  Ultimately it’s important that everything should fit neatly, with limited negative space also indicating a level of attention to the product as a whole.


Decorative effects should elevate the brand and catch the consumer’s eye. These should also help the brand’s message to be communicated loudly and clearly – whether that message is to promote elegance, speak to sustainable efforts, or appeal to a particular demographic or target market.

But, there’s also balance to be achieved when it comes to decorative effects.  One of the worst packaging errors is ‘design overkill’, such as a dark coloured font over multiple colours or white font over a light, busy background. Just as it’s important to push creative boundaries, so a degree of restraint is also key.

A strong design element can leave a stronger impression than several, especially when combined with the right choice of packaging material and/or surface treatment. This, combined with the trend towards natural, sustainable products and ingredients is one of the reasons many brands are moving to simple, more minimalistic designs.


Heavy investment in innovation for packaging products is an essential characteristic of the market. Alongside the demand for eco-friendly packaging materials and processes, the packaging of cosmetic products requires high-performance materials that function as a barrier to the outer environment.

As a global packaging supplier, we place great focus on the exploration and development of new packaging materials with sustainable qualities and the desired functionalities that help to drive market growth. Materials such as thermoformed paper pulp, bioplastics, cork and recycled papers.

The development of new materials that can fulfill desired functions could open new opportunities for brands, and for us in the packaging industry.  Ultimately too, changes in packaging can expand a customer base by capturing new market segments and influencing shopping behavior.


The packaging of a beauty product forms a huge part of building brand awareness. A combination of design elements speak to the specific brand, help differentiate products on crowded shelves and create a memorable identity.

Overall, it’s often the packaging design that stays in people’s minds up to the point of purchase – and then the actual product begins to shape brand recognition.

The most powerful aspect of cosmetic packaging is that it needs to communicate to consumers why a product is unique. It should instantly tell a target audience what the brand or product is about and what it means to them.

In this way the packaging is a vital way to retain loyal customers as well as inspire new ones.

It starts with having clear goals from the beginning – and working with an experienced packaging partner who can deliver a solution ideally suited to your brand.

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