The cosmetic industry is one of the few industries in the world that manages to create extensive loyalty and dedication to a brand. Once you win over a customer with your cosmetic products, they will keep buying your products time and time again.
Not only will consumers become repeatable business, they also become ambassadors for your brand and promote your products through the most powerful form of advertising there is – word of mouth.
So, you have a product that is the “next big thing” and you are ready to share it with the cosmetic world but how are you going to package your product and more importantly – how are you going to stand out from the crowd?
For as long as sales or trading have existed, so has advertising.
Let’s face it, just because in today’s world we can use computers to generate patterns and data to assist with marketing does not mean that the psychology behind it is any different.
In a saturated market such as the cosmetic industry, your goal is to do one thing – convince your customers that they should be spending their hard-earned money on your product and not on a competitor’s.
There are many ways that you can achieve this goal like providing a higher quality product or a better service but what is going to catch your customers eye when your product is side by side with a competitor in a shop?
Your packaging is the thing that will drive initial interest in your product so how do you design the type of cosmetic packaging that drives interest and sales?
Know your market
Researching the type of cosmetic packaging that appeals to your market is essential. You need to make sure that you are creating a product that is not only appealing to your audience, but it also needs to be practical too. You can do research into cosmetic products by looking at what other people are doing in the industry and by conducting market research through consumers directly.
Create product personality
Creating a personality for your product that is then reflected in its packaging will allow for an emotional connection to your product.
Research packaging types
There are countless different types of cosmetic packaging that you can use for your product.
For liquids, creams, gels, and serums a choice of using sachets, tubes or bottles are available. Fillcon are industry leaders in the manufacturing and filling of cosmetic sampling solutions.
Sachets, tubes, and bottles are a great solution for Cosmetic Cream, Cosmetic Oil, Personal Lubricant, Cosmetic Serum, Face and Body Moisturisers, Liquid Face Masks, Shampoos and Conditioner, Body Scrubs, Bath and Shower Products, Sun Cream.
Bottles and tubes are also an effective choice for cosmetic packaging where recyclability is a key issue.
Look at what your competitors are doing
The best place to start with your packaging design is to look at what other people are doing. If their product is already a success and you want to compete with them then you need to take note of how they are marketing their products. Look for the type of packaging that they are using and take inspiration from it. You do not want to come over as another “me too” product, but you should take the good elements from multiple competitors or similar products and apply them into your design brief.
Find the right designer
Once you have put in the groundwork and research for your product it is time to find a designer that understands your goals and vision. Don’t jump at the cheapest designer you find; you want to find a team that will dedicate time and has experience designing successful packaging. Be sensible with your budget, but remember – the right packaging will make or break your product.
If you are looking for help with the manufacturing and filling of your cosmetic project, make sure you get in touch with the team at Fillcon, we are always happy to share our industry-leading experience.
