for Digital and
How cosmetic brands can achieve
clear branding, experiential design
and creative, out-of-the-box
secondary packaging that drives
engagement and sales.
| BY MICHAEL DIFRANCO, JohnsByrne
three core elements: clear branding,
experiential design and creative, out-of-the-box secondary packaging.
Clear Branding for
For consumers who come to the
retailer or website intending to
purchase your products for the first
time, the packaging should stand out
and send a compelling brand message
to help get the product into their
virtual shopping cart or off the shelf
and into their hands. For consumers
not yet sure what they want, be sure
you know your target audience and
have developed customized packaging
that clearly displays features to appeal
to that specific market segment.
Design consistency is also critical.
When a loyal customer approaches a
retail shelf or views a search results
page, they should have no trouble
Consumers of health and beauty products have countless options to choose from,
rendering the cosmetic industry more
competitive than ever before. With a
growing push toward higher-quality
products and increasing awareness of
issues like environmental sustainability,
today’s consumers are highly informed.
Thoughtfully designed packaging is
therefore a must for any cosmetic
company that hopes to stay competitive
in today’s market, particularly because
a cosmetic product’s packaging is
typically the first part of the product
that a consumer interacts with online,
in social media feeds or in-store.
The packaging options available
are as varied as the cosmetic products
themselves. However, all effective
cosmetic packaging must include
For your loyal base of customers,
you want picking out your products
to be easy—and before being
distracted by other brands.