Like our daily cup of caffeine, many of us wouldn’t dream of leaving the house without applying our favourite beauty products. Whether it’s cleansing our skin with the latest rejuvenating product from Barbara Sturm or a one-over with MAC’s brand new magnifying mascara, cosmetics have become a staple part of our daily routine. It should come as no surprise then, that the beauty industry is a highly profitable market. And it is for precisely this reason that so many brands have sought to gain a portion of the industry’s success.
With products launching at big beauty brands like Sephora and Space NK daily, the beauty industry is growing increasingly saturated. The variety of products available make it more important than ever before to stand out from the crowd. Over 72% of consumers admit that their purchasing behaviours are influenced by packaging design. Plus, 62% of customers will re-order from a brand when receiving an item contained within premium packaging. There’s no doubt about it: product packaging is a great way to impress your customers.
When it comes to premium makeup packaging, many brands opt for bespoke folding cartons. Folding carton packaging offers endless opportunities for customisation, good durability and, best of all, great pricing. This is excellent news for cosmetics companies who need to keep costs down without sacrificing premium design elements and premium durability.
Packaging is an all-encompassing term that refers to all types of containers and counter-top displays. There are three main types of packaging: primary, secondary and tertiary. As consumers have the most interactions with primary and secondary packaging, these have the biggest impact when it comes to impressing your customers.
Primary packaging is what’s used to contain your product. Think glass foundation bottles, eyeshadow palettes, lipstick cylinders, mascara wands, the list goes on…
Secondary packaging is what contains your product in its primary packaging. Secondary containment packaging provides a physical barrier and protection that helps to protect your product and keep it safe from damage. Even if you think that your primary packaging is pretty sturdy, secondary packaging helps to keep your primary packaging clean and safe from the general damage that can occur at any point during your product’s lifecycle.
Secondary packaging is especially beneficial for cosmetic and makeup products that are typically more prone to handling and sampling. Think of how it may be handled during transit, or how many pairs of hands it may encounter while sat on a retail shelf. Secondary packaging helps to maintain your product’s aesthetic appeal.
Since secondary packaging is typically the first thing a customer sees, it is often used to advertise products. Secondary custom folding cartons are highly customisable, making them a great way to display branding and product information. Unique secondary packaging demonstrates excellent attention to detail that reflects well on your brand.
Made from paperboard, folding cartons are often recyclable and ideal for makeup brands with eco-conscious values. According to Research and Markets, there is strong social pressure for brands to reduce their plastic use. Combined with advocacy for cruelty-free cosmetic products, brands that choose recyclable, eco-friendly makeup packaging is sure to make a great impression on their customers.
Premium makeup packaging has one thing that sets it apart from the crowd: it is unique. This doesn’t mean it has to be eccentric or out of the ordinary, it just has to convey your brand messaging in a way that resonates with customers. Premium packaging provides a great opportunity to present your product in a way that immediately grabs the attention of your customer.
BlinkBrowBar’s slipcase and drawer box is the perfect example of visually impactful makeup packaging. Made from 460mic Poplar Super Card FBB carton, BlinkBrowBar’s boxes are sturdy, durable and the perfect base for printing and design elements. With an internal card fitment to house 3 different product collections, these Christmas gift boxes are great retail packaging solutions to promote a new makeup collection.
Finished with a grosgrain ribbon pull, gold foil accents and matt lamination, BlinkBrowBar’s luxury beauty box is designed to stand out from the crowd during the festive season.
Cultured Mane & Body’s Supa Balm box is another excellent example of luxury packaging design. With a minimalistic, 70s style typography, Mane & Body’s folding cartons are not only luxurious and attractive but right on-trend. With a pastel pink print and hot pink accents, Mane & Body’s lip balm boxes are excellent examples of luxury product packaging for cosmetic products.
And while you may think they’re not all that unique, simple and minimalistic packaging can be just as effective as unique product packaging. Let’s take a look at Apple’s product packaging as an example. A simple yet effective design, Apple’s minimalistic product packaging certainly makes an impact in a sea of over-stimulating technology packaging.
Ethique is a New Zealand-based company dedicated to being 100% plastic-free. With a social campaign to #giveupthebottle, Ethique is making waves in the cosmetic industry with eco-friendly makeup packaging. Shipping all orders in recyclable cardboard boxes with paper bubble wrap and paper tape, Ethique is committed to using PEFC-certified paper that is free of chlorine and acids to protect the environment. Thus far, Ethique has helped stop over 400,000 plastic bottles from going to landfills.
Plus, Ethique’s packaging is not only incredibly eco-friendly but incredibly cool. With bold and vibrant colours, the various folding cartons are excellent examples of unique, fresh and innovative packaging solutions that stand out on a retail shelf.
A $532 billion global industry, the cosmetics industry is saturated with products from countless brands. But that doesn’t mean all hope is lost! Makeup packaging can help cosmetics companies to stand out from the crowd and make a real impression on their customers.
UK-based cosmetic packaging manufacturers are well-versed in designing and producing unique, eye-catching makeup packaging that resonates with your dream customers. Folding carton manufacturers with a real emphasis on customer care, Maxipos can help you with concepts, production and all of the stages in between.
If you’d like to learn more about folding carton packaging, take inspiration from our range of successful custom folding carton projects. Alternatively, get in touch with our team of packaging experts to learn more about bespoke folding packaging solutions.