Turning Your Cosmetics Packaging into a Brand Experience

Nowhere is appearance more important than in the health and beauty industry, and this applies to packaging as well as to the products themselves. Consumers of cosmetic products are looking for more than just a product: they’re looking for a brand experience. The difference between being just another option on a crowded retail shelf and becoming a consumer go-to for cosmetic products is all about cultivating a cohesive brand image and message that consumers recognize and trust, and packaging plays a crucial role in establishing and communicating your brand.


What’s the Cost of Luxury Packaging?

With all the other costs involved in running a business (product development, payroll, advertising, and so on), it’s tempting to want to skimp on packaging. As long as it protects the product reasonably well, why not get by with commodity packaging?


Creating Packaging for Multi-SKU Lines

Developing a creative, innovative, and effective packaging solution for a single product necessitates taking countless factors into account. These include the intended target audience, your overall brand message, what features of the product you want to highlight, and many more. An added challenge is presented when developing packaging for a product line containing multiple SKUs, or unique, individual products. Common examples include fragrance, skincare, haircare lines, or multiple products sold as part of a comprehensive beauty routine. In these cases, it is important to be able to easily distinguish between the different products, while still maintaining consistent branding across the product line and differentiating that product line from other products of the same brand.


Finding the balance between unifying factors and what makes each product unique can be difficult when dealing with multi-SKU product lines. In general, you want somebody walking by who glances at the shelf to be able to tell that the separate products are all part of the same line, and the following elements can be used to create a unified appearance:

  • Color. As with any type of branding, colors are a powerful tool to establish fast recognition of a line of products as part of a larger brand. Multi-SKU product lines are no exception – using the same color scheme for each product, which changing other elements of the packaging design, will make it easy to identify the brand as a cohesive line, while still being able to distinguish between the unique products.
  • Structural Design. Shape is another powerful element in creating a sense of continuity, as well as a method of making your product stand out. Creating a uniquely shaped secondary packaging system or incorporating other structural elements like windowing or laser cutting will both set your brand apart from the competition and create a consistent thread between multiple products.
  • Texture, Fonts, Etc. Most brands use a specific font as part of their signature packaging design – while the text may change, the common font creates a sense of continuity. Similar textures and post-press effects can have the same result.


The challenge of multi-SKU product lines lies in creating continuity across the line, while at the same time ensuring that the individual products don’t run together. It is important to identify both the elements of your packaging design that will remain consistent across the line, and which will be altered to distinguish the individual products. For products using similar textures, post-press effects, and lettering, consider varying the color scheme to denote different products. Where color will remain consistent, it may be effective to include different graphic elements or vary the structural design of the packaging.

The approach you decide to take will depend in part on the type of product line – products from the same line that are available in different flavors, scents, or colors, often use color variation in packaging. Different types of products in a single product line may have a consistent color but vary in structural design. For example, a beauty regimen that includes a face wash, a moisturizer, and an exfoliating mask with subtle structural differences to help the consumer identify an individual product.

How to Target Specific Markets with Packaging

Practically every marketer is looking to raise awareness and increase sales. But for many companies, trying to target everyone isn’t the most effective strategy. Narrowing their focus to a specific market boosts revenue and makes the most of every dollar they spend.

Market research and a winning outreach strategy lay the foundation here. Packaging can take it to the next level, informing design decisions that appeal to the unique market you’re trying to target.

How do you pull it off?


Hot Foil Stamping vs. Metalized Inks: What You Need to Know

Metalized decorating techniques give your packaging a unique, sophisticated look. The unmistakable gleam, visible even on crowded store shelves, is a great way to catch the eyes of your customers. Because shiny metals are often valuable, it also creates a subconscious association that whatever inside the package is valuable too.

If you plan to create this look for your packaging, you might find yourself at a crossroads. Hot foil stamping and metalized inks are two of the most popular options. But they’re completely different processes – with different effects to match.

How do you decide which technique is right for you?


What Your Design Agency Doesn’t Know About Packaging

Brands across markets rely on design agencies to conceptualize and deliver unique packaging artwork and/or structural designs that drive sales and market recognition. A good packaging design goes way beyond a pretty box. It tells a story of a brand and helps establish a relationship with the consumer. Great agencies can develop out-of-the-box designs that make products stand out in saturated markets.

However, most design agencies work with print brokers or vendors to execute final packaging concepts. This can prove to be a challenge since both work in isolation and even the best artwork may not translate well into print. Here are three reasons your design agency should partner with a packaging partner for any of your product packaging projects.