The importance of beauty packaging? It’s make or break…


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The importance of beauty packaging? It’s make or break…

Related tags Skin care Cosmetics

For a lot of cosmetics and personal care products the packaging is very important as it can help position a product, engage the consumer and convey the correct, or incorrect, message to the consumer.

It can also have an influence on how a product is formulated, so design is of utmost importance, according to Mintel’s senior global packaging analyst Benjamin Punchard.

Packaging cues

Packaging presents functionality and application options, such as sprays or rollerballs, as it dictates how the product is applied and can shape consumers’ purchasing decisions.

Design is also important as, when a product is on the shelf, it can engage the consumer and encourage them to buy; appealing to them as the correct product for their needs. This is important for differentiation, particularly when trying to attract new consumers.

“In colour cosmetics, perhaps you have the choice of colour; however in skin care, packaging is very important as it tells a consumer about a product and why they should trust it – whether it is the branding, or whether it gives the feeling that the product has been scientifically tested,”​ Punchard tells

 “The language used is also important, as is the dosage requirements, and if it looks up-to-date. All of these things are packaging cues that will communicate the core positioning of the brand. For a lot of products, it’s almost the make or break.”


The packaging can also be important as to how well a product performs. In skin care, for example, it can dose the product in exact amounts for optimal performance.

“Also, for sensitive products it can help avoid contamination by dipping fingers in to extract the product or by being exposed to the air,”​ continues Punchard.

“So, packaging is there to both protect the product, but also communicate that the value is protected too and that supports the premium value proposition.”


Airless packaging has seen big growth in premium skin care as demand increases to protect products from oxidisation.

“By having an anti-oxygen pack, it means the formulation can be changed and there is less need for preservatives which, in turn, helps make clean pack claims about a product too,”​ adds the market analyst.

Clean label claims are important as there has been a lot of work done on formulations so that a label isn’t full of scientific ingredients and chemicals; therefore packs such as airless can help to make these claims and position a product.

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