Packaging can be just as instrumental as the product itself in conveying quality and value. As the first thing a customer sees, it is critical your packaging makes a good impression and conveys your brand well. Don’t underestimate the importance of packaging; it has been proven to make customers more excited about the product, more likely to rebuy and spread brand awareness through word of mouth! (Dotcom Distribution Survey)
Here are 9 top tips for luxury packaging sure to WOW customers and secure all-important brand loyalty.
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Keep Design Delicate
Luxury is usually associated with simplicity and quality, therefore keep your packaging design minimal and let the product and brand do the talking instead. Taking some of the biggest luxury clothing brands as examples, packaging design is often as simple as the brand name and small linear designs or branded patterns. The more understated the packaging is, the more luxurious it may feel.
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Avoid Bright, Bold Colours
Unless they are your brand colours, bright colours are best avoided for luxury packaging. A well-designed pop of colour, especially if on-brand, can be very pleasing, such as a coloured box lining that contrasts the exterior. Bold colours are often associated with affordable products, whereas neutrals and pastels are more luxurious. To achieve opulence, consider using black, navy, emerald or other dark hues. Don’t shy away from gold accents too; a great way to subtly convey expense without being gaudy.
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Use Glass Product Packaging
Glass bottles are THE luxury packaging type for perfumes and should be used for scents to invoke opulence. Plastic packaging for a scent can be cheapening. Glass is weighty, glamorous and breakable, adding to its special feel. For products other than perfume, glass packaging can still be effective and opulent, so long as it is well made and high quality. Take your product packaging to the next level with these tips for custom bottle design.
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Make Your Packaging Interactive
Luxury products are all about the journey, from receiving a gorgeous gift, unveiling the products, to using the product, then treasuring it. Packaging is a vital aspect of this journey. Bows to untie, boxes to open, tissue paper to unfold all create an exciting journey that adds to the luxury and excitement of a product. Whereas lower-end products may come with simple necessary packaging, higher-end products create a whole experience. Just be sure to make the unveiling simple so customers don’t have to use scissors or get frustrated with what should be a lavish experience.
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Consider Customer Touch
Looks aren’t everything, especially when it comes to luxury packaging. Materials, quality and details should all be detectable by multiple senses. Raised lines, embossed paper or textural changes are minute details that demonstrate the packaging to be luxurious as it is not a mass-produced, flat material.
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Package Product in Aluminium Tubes
Aluminium tubes were once the go-to packaging for cosmetic products before the advent of plastic. However, aluminium tubes are once again in the limelight, favoured because of infinite recyclability, great usability and, most importantly, the luxurious feel and aesthetic. Perhaps due to the legacy of aluminium tubes, or the weightier more exclusive feel, aluminium tubes invoke a sense of luxury in customers. For ultimate luxury packaging, you want to avoid mass-produced materials that feel cheap like plastic and opt for something more high-class.
See more: Why Aluminium Tube Packaging is So Popular in Cosmetics
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Embrace Brand Heritage
Luxury is often intertwined with heritage; some of the most expensive high-end brands have been around for decades cultivating a following and a respected place in the minds of customers. If your cosmetics brand has a past, embrace it! Not only does this reassure customers that your products have been tried, tested and clearly liked over the years, but may also ignite feelings of nostalgia. Lean into the past with vintage designs, old fashioned packaging or even simply putting the ‘established date’ for customers to see. Modernity has its appeal, but for the feeling of luxury, the past is an asset.
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Add Scent
Whether you sell luxury scarves, face creams, makeup or perfume, add a scent to the packaging and wow the customer upon opening. Especially useful if your brand already has its own fragrances, adding scent can help with reinforcing branding. By ensuring your product packaging smells of something pleasing instead of a warehouse, you are going above and beyond to elevate customers’ experience and add luxury to your packaging.
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Complete with Finishing Touches
The Devil is very much in the detail! Add in finishing touches to the packaging – even if they are hardly noticeable, the effect will be worth it. Some examples of effective luxury packaging details include branded ribbons as bag handles or to untie; personalisation of packaging or product with customer initials; free samples of your other products to give customers more for their money (samples can really help grow business!). Small details are what set apart luxury brands from lower-end ones, and encourages customers to even keep the packaging, show it off and stay loyal to the brand.
Get Started with Fillcon
Fillcon are the industry leader in cosmetic sampling solutions. From filling a variety of products at our advanced facilities or helping businesses grow their customer base through samples, to staying ahead of beauty and cosmetic industry trends, we help cosmetic brands achieve success with their products. Whether you would like to launch a sampling campaign of luxury tubes, bottles or sachets, or need your product packaging filled, Fillcon can help!
Contact us to get started!
