The makeup industry is big business. According to Statista, the makeup industry accounted for 18.2 percent of the global cosmetic market in 2016. The cosmetics market grew by an estimated 5.5 percent in 2018 compared to the previous sales year. The Asia-Pacific mass beauty market is also expected to grow as much as $14.9 billion by the year 2021.
Any MUA (makeup artist) in the know can tell you that there's no shortage of new brands popping up left and right in recent years. From big names like Rihanna, Kylie Jenner, and Kim Kardashian launching heavyweight brands, to countless small independent companies, it's definitely a competitive market. One factor in the ongoing success of cosmetic brands in a highly growing market may be how the products are packaged. No matter how good your product is, without custom makeup packaging you may have trouble attracting customers and moving your products.
According to one source, Upwards of %50 of consumers said that they would make additional purchases from brands that use premium retail packaging, and Roughly 40% of online shoppers agree that they more likely to recommend products with branded packaging to their friends and share them via social media platforms.
For new beauty brands who want to make an impression on potential customers, there are a lot of choices when it comes to packaging. Should you use shrink wrap packaging? Rub on transfers? There are plenty of options to consider when designing mock prototypes for your products.
In this article We've assembled the following tips to consider when designing custom makeup packaging for your brand.
Be True to Brand Image
When designing product packaging mockups, one important point to consider is that the packaging should reflect a mirror image of your brand/product. You don't want to over-promise or under-deliver. The goal is not to disappoint your customers or trick them into purchasing your product. The front facing side of your cosmetic packaging should represent what your brand represents by using both verbal and visual communication methods.
Branding Should be Consistent
Your product may come in different variants or may be sold in different sizes. It's important to maintain a consistent design across the packaging of all of the products you offer. Own a visual and verbal style that your customers will recognize. Consistency inspires trust with your customers.
Make it Compact and Functional
Consider the environmental footprint of your packaging. Keep in mind also that the cost of transportation and shipping is by cubic meters, so you want to keep the package moderately small. Consider different packaging materials. You should aim to use recyclable materials in your product packaging whenever possible. One thing that should come standard on all compacts and palettes is a mirror. A high quality makeup applicator is a nice touch as well. Also, keep in mind that about 90 percent of consumers say that they reuse packaging boxes after their purchase.
When deigning a packaging mockup for your cosmetic line, be sure to remember these tips.
Your product should be compact and functional, while consistently communicating your brand's image across your entire product line. Doing so will help you design a more attractive package for your product, and in doing so, attract more loyal customers to your brand.