A recent study shows that over thirty-three percent of cosmetics consumers were more
likely to reject a brand or product if they disliked the look of the label and packaging. Now
more than ever, there is growing emphasis being paid to packaging design, especially within
the cosmetic industry. When you get right down to it, it is a brands packaging that is at the
forefront of making that first impression on a potential buyer. Naturally, brands around the
world are trying use their product packaging to appeal to their customer bases aesthetically,
just as decisively as they would be with their products themselves. A brands visual identity
plays a significant role on the shelf, and clever attention to a brands visual identity could
lead to instant purchases.
Looking good and cosmetics are almost synonymous. It is ironic when amazing cosmetics,
capable of performing makeover miracles, comes packaged dreadfully. The appeal for which
a product is required must also be reflected in its design aesthetic and value. Creative
cosmetic packaging is an important aspect for all beauty brands and is being met with
interesting design innovations.
Inspired cosmetic packaging design
There are many ways a brand could utilise the possibilities available to them with product
packaging. Many major cosmetics brands spend fortunes following trends and developing
packaging that best appeal to consumers. With the right design elements and a thorough
understanding of contemporary trends and packaging innovations, brands have the
potential to dominate markets.
Some brands more than others, have developed a fusion of all the right elements that make
their products truly outstanding. Let’s look at a few cosmetic brands with packaging that
truly define the art of good design.
- Glossier – Starting out as a beauty blog called “Into the gloss” by Emily Weiss,
Glossier is now a multinational cosmetics and skincare cult. Glossier’s style is sleek
and minimal, their product packaging often evoking a sense of harmony in the hand.
Their minimal design aesthetic is reflected in a white base tone, and the use of solid
black typography is stylish and powerful. An overall sense of organization, simple
lines, and bold colours are embodied in a Glossier product, a stunning display of
- Milk – Another brand inspired by Minimalism, futuristic make up brand MILK uses
shiny, metallic silver cosmetic packaging design that is combined with clean black
Sans serif typography and great use of white space. The stylish, ultramodern base of
their packaging almost reflecting the user. Their packaging design creates an
interactive and immersive experience, as well as narrating the brands values of
simplicity through its visual identity.
- When Masks – When Masks are bio cellulose sheet masks that can be easily applied
to the face, leaving you instantly refreshed with a radiating glow on your face. These
masks are becoming increasing popular amongst many women as they are
convenient and revitalizing. When Masks are a popular brand that has masks for all
different occasions, and is packaged in bright bold colours that make it fun to use.
The minimalistic clock on the bottom of the packaging gives users a well-designed
indication as to when the product could be used. The brand uses colour to create
contrast in an exciting experience to read and interact with.
- ColourPop – ColourPop is a brand that combines both the modern and minimal
styles of design. This elegant product plays with colour in a combination of fun and
flirty, that works flawlessly in contrast with its regal reds and dark matte tones. The
brand also gives a unique and customized identity and cosmetic packaging to each
product, which reflects emphasis paid to detail.
- Nars x Christopher Kane – NARS is a popular cosmetic brand known for its edgy, dark
and cool shades. Dark reds and blues paired with holographic purples and pinks
create a psychedelic effect engrossing the viewer instantly. The brands packaging
almost refuses to be ignored.
Without the containers they so gloriously embellish, gorgeous packaging design will be of
little use. More important is functionality and the material quality of cosmetic containers
being used to house these modern marvels of beautification. Shape, size and colour are all
important elements a brand considers when selecting the right packaging options for a
product, but there’s more to it than just appealing to a consumer’s aesthetic sensibilities.
Durability, Accessibility, functionality, portability and efficacy are all factors that need to be
considered when brands are choosing the containers that best reflect their product.
Today’s technology easily allows manufactures to mass produce customised packaging
options for cosmetics brands. Deciding on glass or plastic containers is most often the first
step in selecting the right vessel for a product.
One of the most non-reactive materials available for cosmetic packaging, the structure of
glass will not interfere with 99% of the ingredients used in cosmetics products. Coming in
the form of jars and bottles and obtainable in an abundance of shapes, colours and sizes,
glass is a reigning favourite amongst cosmetics brands. As a massive plus, glass also has an
intrinsic air of sophistication, elegance and class.
Durability and weight are important factors to reflect upon when considering glass. Prone to
breakage under stress, glass is also heavier than the plastic packaging options available to
cosmetics brands, making its weight and brittleness under extreme stress significant aspects
to consider with regard to shipping capabilities.
When considering plastic packaging options, there are two forms to be aware of; HDPE
(High-Density Polyethylene) and PET (Polyethylene Terephthalate Plastic).
HDPE (High-Density Polyethylene)
One of the most favoured materials available to cosmetics brands, HDPE is lightweight and
highly durable. Exhibiting moisture and chemical resistant qualities, excluding some
essential and fragrance oils, HDPE can be moulded into many different forms of plastic
tubes. With its high strength-to-density ratio, resistance to temperatures ranging from –
100ºF to 120ºF, and recyclability make the material a popular choice among cosmetics
PET (Polyethylene Terephthalate Plastic)
Very lightweight and reasonably durable, PET is a transparent plastic that can be obtained in
a variety of forms and colours. Capable of resisting temperatures from -40°F up to 120°F,
this lightweight plastic imitating glass is marvellously customisable and easily recyclable.
Finding the best cosmetic packaging manufacturers to suit your needs
Lesopack delivers high quality cosmetic packaging to leading cosmetic suppliers all over the
world. With the global cosmetic market exploding over the last decade, we help brands
compete and explore new directions; experimenting with visual communication and
functionality, as well as product and packaging shelf life, Lesopack stays up to date and
continues to be the bridge between brands and cosmetic suppliers to ensure that
consumers receive the best this modern world has to offer.
With a customer base spanning Southeast Asia, Japan, Korea, Europe, North America, as
well as Russia, Lesopack specialises in packaging supplies, cosmetic tubes, cosmetic bottles
Manufacturing and supplying some of the most durable, high quality and elegant cosmetic
packaging options available on the market, Lesopack offers packaging solutions on par with
the highest of industry standards in cosmetics packaging.