How packaging design influences the cosmetics industry
Packaging in the cosmetics industry is much more than a matter of aesthetics: good design attracts consumers’ attention by communicating brand values and identity to engage the audience.
From the choice of colours and materials to the shape of the product, it is all about bringing details to life to influence customer judgement and, consequently, sales.
Well-designed packaging differentiates your product from competitors and makes it memorable, stimulating purchase.
Types of packaging: which one to choose for your brand
There are different types of cosmetic packaging, from airless bottles to cases, from eco-friendly packaging to luxury versions.
Each type of packaging responds to specific product and target requirements.
For example, a natural cosmetics brand prefers sustainable materials – such as glass or bioplastic – to communicate its ecological values. In addition to aesthetics, the choice of the right packaging also considers functionality, ease of use and compliance with industry regulations.
Labelling: the importance of labels in packaging
Labels are a key element of packaging design, especially in cosmetics.
Labelling identifies the product and the brand, but also provides important information to the consumer, such as ingredients, instructions for use and certifications.
Clear and transparent labelling is essential for establishing trust with customers: a well-designed label can further enhance the packaging and communicate key aspects of the brand, such as the use of natural organic, vegan and cruelty-free ingredients.
Packaging design as a marketing tool
Packaging is a powerful marketing and communication tool. Colours, shapes and materials are elements that speak about the product, creating a connection with the target audience.
For example, minimalist and modern packaging may appeal to consumers looking for elegance and simplicity, while lively packaging may be more suitable for a young audience.
Packaging is an integral part of the brand and conveys promise, emotion and can, in some cases, even guarantee the uniqueness of the product.
Brands that invest in packaging design ensure a more direct and immediate communication with their customers, enhancing their products in relation to those offered by competitors.
Packaging and claim system: the importance of the message
In addition to aesthetics, packaging plays a key role in communicating key messages through the claim system.
Claims, i.e. promises on the packaging such as “dermatologically tested” or “100% natural”, influence consumers’ purchasing choices.
The claim system is indeed very important in telling the strengths and values of the product, communicating to the consumer what makes it unique.
In a nutshell, the claim system sums up the characteristics of packaging design:
- It builds trust in the brand: claims convey transparency and credibility, reassuring the consumer about the product’s characteristics and making them more likely to buy.
- Differentiates the product from competitors: a well-designed claim highlights what makes the product special, positioning it distinctively on the market.
- Communicates brand values: claims help tell the brand’s identity and mission, creating a deeper connection with the consumer and reinforcing the corporate image.
The Naturalia Tantum Group companies have extensive experience in all stages of product design and in all channels related to wellness, beauty and self-care, in private label and co-packing, and follow the customer from formulation to product design, offering different packaging solutions and complete marketing services.
