How to Design Cosmetic Packaging

How to Design Cosmetic Packaging

As of 2020, the European cosmetics industry was valued at a whopping €76.7 billion! The makeup industry has thus expanded to a highly competitive space.

Brands and stores are constantly coming out with new products to meet demand. One of the most challenging tasks of making in in the industry is standing out. You can expand your product line and quality to no end, but it needs to stand out to appeal to the consumer.

That's where cosmetic packaging comes in - one of the most effective ways to grab attention and make profits. In this post, we'll walk you through the basics of the packaging design process - from the main elements to surefire hacks. 

Let's get into it!

Who's Your Target Audience?

When it comes to designing packaging, identifying your customer base is one of the most critical steps.

Your design efforts should be targeted towards a specific clientele so that you ensure you're attracting them. An audience strategy will get you a great return on investment instead of trying to advertise to everyone and lose revenue.

When you're trying to identify your audience, be sure to ask yourself the following questions:

  • Who is your average consumer? Think about age, sex, region, etc.
  • What are they interested in? For example, clean beauty, anti-ageing etc.
  • What is the price point they'll go for This factor will influence how much you should budget for packaging
  • What would their ideal design aesthetic be? For example, fun and playful versus minimal and sophisticated approaches

Once you answer these simple questions, you can move onto the main affair: the packaging itself.

What Are the Main Elements of Cosmetic Packaging?

There are numerous factors that you will need to design individually when it comes to packaging. Once you have the individual parts, you will need to match them up for a consistent, cohesive look.

Beyond that, ensure that different product lines within a brand have similar packaging identities and look like a distinct family. To better understand this, let's take a look at the main elements that comprise cosmetic packaging.

Packaging Shell

The product's outer packaging is the first thing a customer sees on the shelf or your website. Your external packaging should be spot on - because science has proven that first impressions matter!

Typically, the packaging shell comprises a cardboard housing the product, which can be matte or glossy. You will need to ensure the box contains the important elements and information the client needs.

Cosmetic Labels

Labels are another element that needs to make an impression. Most customers throw away outer packaging after they open up the box. The label, however, stays on pretty much until the product gets used up.

Your label design is where you get to shine. While it doesn't need to have as much information as the box, design your label to convey brand identity and highlight key features of the product.

Your cosmetic labels need to be made of durable, resilient materials. Ensure that they are moisture-free, grease-free and dust resistant.

Many designers use materials like vinyl for this very reason, as vinyl is resistant to oils and creams. You should also test out your labels to ensure they don't fade quickly or peel off with time.

Product Container

The type of product container you go with depends entirely on what you're selling. Cosmetic companies use spray bottles, droppers, tubes, pots, and more to carry various products. These containers can be made of glass or plastic.

However, glass does convey a higher-end finish, while plastic is excellent for brands wishing to save on packaging costs. Another trend in the makeup industry is to use unexpected containers for the product. For example, using a dropper bottle for blush rather than a pot container.

You can get creative with your container! Opt for unconventional shapes and sizes to get a significant leg up on your competition. 

What Are Some Essential Cosmetic Packaging Ideas?

The key to successfully designed packaging is to have a great mix of design, information and functionality. Here are some tips for planning your product packaging that experts swear by:

  • Don't forget to add a list of ingredients on your packaging (bonus points for brands that list the key benefits of each component!)
  • Be sure to match the outer shell box packaging with the product container on the inside - both are essential in creating a brand identity
  • If you offer eco-friendly packaging, be sure to state it so that your customers are aware they're 'going green' by buying your product
  • Try different packaging options until you find one that represents your brand and increases the market appeal
  • Your colours, fonts and graphic elements should be uniform, cohesive and overall matching

Be sure to take your time during the product designing phase. The more you try different packaging options and revise your strategy, the more your items will stand out!

What's Next?

The makeup industry is an exciting and lucrative space to be in right now. If you've been struggling with packaging your products appropriately, we hope this article helped you with cosmetic packaging design ideas. 

If you're looking for innovative solutions, flexibility and excellent customer support in your packaging solutions, look no further than LabelProfi, get in touch with us and we will happily help you get started. Our cutting-edge technology, creativity, and innovation in the field of cosmetic packaging are sure to set you apart from your competition.