Inside The Importance Of How Beauty Products Are Packaged

It's no secret that in an ever-morphing, multibillion-dollar industry like cosmetics, packaging can make or break the revenues of a brand. According to a 2018 study conducted by the Paper and Packaging Board and IPSOS (via GlobeNewswire), seven out of every ten customers, equivalent to 72%, acknowledged purchasing a beauty product due to the packaging. Aesthetics and marketing aside, there are other areas in which beauty packaging plays an important role.

From a sustainability standpoint, non-biodegradable cosmetic packaging may wreak havoc on the environment, polluting the soil and air when they wind up in landfills. Sustainable cosmetics packaging can help reduce the detrimental effects of the supply chain on the environment, while preserving our limited natural resources, per Toppan. Plus, packaging can also affect the quality of a beauty product. In this article, we'll delve into the importance of packaging and why it can be a game-changer for both beauty brands and consumers.

Packaging determines the quality of cosmetic ingredients

Turns out, packaging solution is the deciding factor in the durability of a beauty product. For instance, dark, opaque containers are better options for products that contain antioxidants like vitamin C and retinol. An ingredient like vitamin C is photosensitive, which is why exposure to sunlight and heat can make it degrade quicker. "Opaque bottles help reduce exposure to light and prevent oxidation of active ingredients like vitamin C," explains Rohan Widdison, founder and CEO of New Laboratories, to PopSugar. Clear packaging is suitable for products that don't contain a high amount of photosensitive, active ingredients.

Air is another major factor affecting the efficacy of your products, in addition to sunlight. After penetrating the formula, the air can contaminate the quality of the product instantly. For this reason, dermatologists are long-serving devotees of airless pump containers. Airless pumps, which work like vacuums, keep the formula within the bottle from air exposure and contaminants, per APG Packaging. To dispense the formula, you'll need to pump it until it moves up from the bottom of the container. This vacuum effect allows a very restricted amount of airflow into the bottle and helps preserve the purity of the product. If you want to preserve the durability of your product, always pick those contained in airless pump containers and store them in a dark place away from direct sunlight.

Cosmetic packaging enhances branding

Apart from ensuring product quality, proper packaging can help businesses win the branding game. Packaging details such as colors, shapes, and sizes all have a role in the psychological stimulus specifically engineered to influence how the consumer reacts to a product and drive sales, per Forbes. Even if a brand is popular, it cannot attract customers if the packaging fails to reflect its value or meets expectations for quality and functionality. For example, when purchasing perfume, most individuals choose a bottle that is small enough to fit into a purse or be easily carried around.

As customers are becoming increasingly environmentally conscious, green packaging, defined as container designs with the lowest environmental impact possible, is also becoming a crucial factor to consider when buying cosmetics. According to a 2019 Accenture survey, 72% of polled customers in Asia, Europe, and North America were more willing to pay a premium price for eco-friendly products than they were five years prior. Furthermore, 81% of respondents planned to purchase more products that can be recycled in the coming years. With "clean labeling" being the buzzword recently, per IFIS, consumers also want to know as much information about the product as possible at first glance. Therefore, packaging that offers clear and articulate information about the brand, the product, and sustainability, tends to grab more eyeballs and leave a good first impression.