Fashion Blogs

On the other hand, to attract the attention of consumers, we must redouble our efforts to stand out. To do this, you must pay special attention to the packaging of the product. Where are the cosmetics? In the bathroom, in the toilet bag, in the handbag. And in supermarkets, specialty stores, pharmacies... According to the scope of choice, you will benefit from multiple sales points. But you won't be the only one. Nothing is more like a lipstick than another. There are only a few things that can distinguish them... And packaging may be one of the most important factors. This is a guide to successfully packaging cosmetics.

 Read: list of KALI publications related to packaging

1. Cosmetics packaging: start from the ground preparation

Before you begin to design the packaging of beauty products, you must strive to accurately define:

Your target audience,

Customers' buying habits,

Your brand personality.

Your design will obviously not be the same, depending on whether you are targeting women, men or teenagers. Therefore, you must determine your target customers, their expectations and what can attract their attention. Your brand image, your positioning and your goals must be an integral part of your packaging structure. Everything will flow out of it: color, typesetting, visual style (illustration or photo). You must also consider customers' buying habits: buy online or in physical stores, supermarkets or specialty stores... Your sales strategy will be affected and the visual effect of packaging will also be affected. It is also important that you clearly define the personality of the brand (fashion or classic, high-end or low price...) all aspects of the brand logo are decisive in selecting the design elements on the packaging. Never forget that consumers must clearly identify the scope and level of your products, as well as the values and commitments of your brand.

2. Create your cosmetic design

Once your positioning is perfectly defined, it's time to design the packaging graphics. Take the time to create a brand's mood board: a combination of vision, text, color, and even objects consistent with the brand identity. Keep your sources of inspiration throughout your graphics project.

3. Volume and shape of processing package

In order to attract people's attention to your product, nothing is better than packaging with original shape and volume. Simple or complex, geometric, circular or square... Choose the shape that best reflects your values. Target? Encourage potential customers to touch the product by stimulating their sensory curiosity.

4. Original pattern

Creativity is your keyword and the mantra of your graphic project! Your color and font should be unique and accurately represent your brand. For example, to stand out from your competitors, avoid using the rose palette, which is already very common in the cosmetics world. You can also bet on original patterns composed of flowers, geometric or abstract patterns... The goal is to highlight your products while demonstrating creativity. The design of your cosmetics should almost make it a real decoration.

5. Break the password of cosmetics packaging

We say a tube of lipstick, it's still a tube. It is inserted into the cardboard box and may be sold in the store. In short, when there is no brand that can attract you, it is very interesting to show off. Although... In recent years, we have seen the emergence of new containers for the most classic products. This makes it easy to stand out. If your target audience is a young audience, this will be a little Kawaii packaging, a shampoo that will not be in a bottle but in a tube (or solid shampoo). Choosing a different presentation, habit, is an easy way to attract attention (but it requires some skills).

6. Distinguish your packaging color from the existing colors on the shelf

When preparing packaging, you must always study the competition. This is an opportunity to see that most products, for example, use white bottles with labels, in which only a few words are colored, and photos of the products used in the combination appear. Therefore, there is a very clear trend, and customers are used to following and identifying. This does not mean that you absolutely have to. Indeed, if you are similar to others, how can you stand out? A brightly colored bottle will be easier to find, and another black will reflect a more luxurious image Think about the message you want to convey, your positioning, and being different. It can be the most beautiful way of being and show that you are yourself.

7. Choose places to attract attention

What is the first message you want to convey to future customers? Your products are natural. They contain such ingredients. Are they developed after years of research? If your brand name is not the most important element in the package, it may not be the first eye-catching element. Write your package by considering the following questions: what is the basic information that can attract the customer's attention and persuade him to buy? After holding it, rotate all the packages around the item. This is a marketing strategy that can make you more efficient.

8. Select packaging materials for packaging

Attracting attention also involves the packaging of cosmetics. This makes it possible to increase the visual impact of the design by highlighting its brightness. Glass, paper, plastic... These materials can give play to the effect of transparency.

9. Mandatory information on the package

In the process of your creation, you cannot forget the necessity of European legislation governing the cosmetics industry. Therefore, your packaging label must strictly meet consumers' demand for transparency. In the mandatory information, your package must specify:

10. How about the packaging of nomade?

Most of your customers are constantly moving and are increasingly looking for lightweight products that are easy to carry around. Individual packaging is a response provided by the beauty industry to meet these sports restrictions. Therefore, the product is packaged in a smaller form. Sealing cover, magnetic buckle... The opening and closing of the product must also provide as much practicability as possible.