Cosmetics industry is highly competitive industry. If you want to stand out in the competition, there must be some differentiation in your brand. This differentiation could be in your cosmetic packaging boxes. This is the first thing your customers interact with. No matter how best and good quality your product holds if it fails to catch eye of the customer, you as a brand will fail.
Imagine going to cosmetics shop and saw nail polishes of different brands. Which one you will going to pick? Obviously the one which attracts you with its packaging. You will ultimately pick it and will try if you will like its quality you will purchase. On contrary to that your product might be of greater quality than the one which customer purchase. The customer not even throw his eye on it just because it has nothing attractive to present in its packaging which grabs his attention. In this way you will lose potential buyer of your product.
Follow 5 basic functions of packaging to stand out in the competition
There must be 5 basic function of packaging which your product must hold to attract potential buyers. This will not only make customers attracted towards your brand but also create brand exposure resulted in loyal customers for long run.
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Protection
The main purpose of packaging is protection which everyone is aware of. This protection includes physical appearance of product and product material as well. As we know cosmetics use on the sensitive parts of your skin. It is very important it should not be packed in a harsh chemically treated packaging. There can be chances that chemical can mix up with product and cause issue with the formulation of the product. Physical appearance of product equally holds same importance. Appearance of the product plays great role on the shelf of numerous identical products. Make sure to have good material packaging which remains with same crisp and look it hold on the time of packaging to going onto shelf. It is also important to make sure the use of material which holds specific temperature requirements for product.
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Functionality
The other most important impact of your packaging is provide functionality packaging. This shows your extra care towards your customer. Let’s dig into an example to have better understanding of it. Now a day it is very common that in cosmetics industry lip balm came into small jars. Customers use their fingers to take the product and use. Sometimes it is possible that their hands are not completely clean. In this way product can get contaminated and cause reaction to the skin. In this situation your customer might complaint you or shift from your brand. What you can do in this situation? You can provide little applicator with it so that there can be no direct exposure of product and hand. In this way product remains safe for getting contaminated.
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Information
Your product’s packaging must have clear contents. It should provide all the necessary information that product required. In cosmetics industry it is very important. The most common piece of information which cosmetics required are manufacturing date, expiry date, net weight ingredients, skin type, how to use information, MRP (market retail price) and also mention if there are any allergens.
Sometimes color of your packaging gives information about product. For example, lip balms came in different flavors. If your every flavor’s container is of different color, then it differentiates well about flavors. I f we saw lip balm’s container in red color we get an idea even from viewing it from shelf that might be of strawberry or cherry flavor. Similarly, if we saw one with yellow color, it is obvious it is of lemon flavor.
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Utility of use
Packaging must be made by keeping in mind that it must provide utility to customers. In this way your customers will have sense of belonging to the product. Example of utility of use which we can see from existing brands are mirror in the compact powder. Mirror in compact powder helps you to set your face with compact on the go by looking at it. The other example of it could be travelling size packaging of cosmetics which can cover less space in your travel bag.
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Branding
This is also important fact of your packaging. Don’t forget to add promotional element of your brand in it. It is advised to add brand’s logo clearly so that it can remain in people’s mind for longer period of time. It is also very important to mention your unique selling proposition. Choose colors according to your brand identity. Your packaging will be your free advertisement. This will help you to influence your customers to purchase your product.
