When It Comes to Cosmetic Products, Looks Matter
Unsurprisingly, shoppers hold cosmetic products to high standards when it comes to packaging. 33% of female consumers say that the design of the product’s packaging is what she notices first when shopping, while a separate study found that 77.5% of women said the packaging design had a positive impact on their purchasing decision. But with so many options, how do you make sure you choose the right one? We’ve broken down some of the factors you should keep in mind when choosing packaging for your cosmetic product, from FDA regulations to design psychology. Read on to learn more.
Understanding FDA Regulations for Cosmetic Products
As always, safety should come first when choosing packaging. While FDA approval is not necessary when selling cosmetic products, there are certain regulations that must be considered in selecting packaging and designing labels.
Packaging: The packaging must protect your product against mechanical, thermal, biological, chemical, and electric factors. It must also protect it from UV light and radiation, malicious human tampering, and compression.
Labeling: As with food or pharmaceutical products, the label for your cosmetic product must be accurate and contain all required information. Misleading information and omitting names of companies within the supply chain are both considered violations. Likewise, the net quantity of the contents must be listed and the container itself cannot be misleading. Lastly, the intended use of the product must be stated along with the potential consequences from misusage. Of course, the label also must be large enough and clear enough to grab the consumer’s attention.
Types of Cosmetic Packaging
As with any industry, there are endless options when it comes to cosmetics packaging. Notably, these may include:
Plastic or glass jars
Sprayers
Pumps
Tubes
Compacts
Plastic bottles
Foam dispensing bottles
Consider Consumer Preferences for Cosmetic Packaging
As always, consider first who your customer is. Within the cosmetics industry, you could be marketing to anyone. Is your shopper looking for a go-to daily product? Or are they after something that’ll make them stand out? Do they prioritize all-natural products? What are their thoughts on color?
Also keep in mind that many cosmetic products require several layers of packaging. For example, your lotion may come in a bottle, but that bottle may be sold on shelves in a box. If you’re selling your products on your own, instead of through a retailer, you may want branded bags as well that will help keep the visual experience alive.
Consumer preferences and psychology play a crucial role in selecting packaging. For example, where smooth textured containers are often used for products aimed at women, a rough or rugged texture is used for those marketed toward men. Likewise, glass bottles or heavy plastics imply luxury and quality in cosmetics, and transparent or clear packaging helps build trust with the consumer.
Consumers are also looking for efficiency. A survey conducted by The Benchmarking Co. found that a top pet peeve for consumers is not being able to get every last drop of the product out of its package. In fact, 62% of consumers name this factor as a key consideration when making purchasing decisions.
Of course, trends impacting other industries are at play here too: recyclable or sustainable packaging, for example, is seeing a lot of growth. Research found that 76% of women say they’d sacrifice cute or aesthetically-pleasing packaging for sustainable options.
Are you ready to explore packaging options for your cosmetic product? We're ready to guide you through the process. From label design to printing technology, GCB Solutions can help you each step of the way. Contact us today at (904) 263-2804 or schedule a free consultation to learn more.