A distinctive style based around unique packaging is key in gaining a customer's attention. Cosmetic packaging has become more innovative as consumers continue to demand convenience and performance in their cosmetic purchases. Consumers today shop across various channels in search of positive experiences, challenging manufacturers to deliver new and innovative packaging.
As today's cosmetic consumer is sophisticated and demanding, manufacturers must understand their targeted consumer and the trends that impact brand success. It is not only how the brand is positioned but what sets it apart from the competition. Packaging should be created with a brand personality in mind. Emerging lifestyle brands are licensed across all categories, and product packaging not only portrays the brand's personality but also often enhances it. It could be the way it is used, performs or simply looks, but packaging should strengthen brand awareness.
Cosmetic packaging is used as an important marketing tool to draw the attention of customers. Attractive packaging of products creates a superior mind share amongst the target audience and is hence regarded as an integral part of the business. Cosmetic packages, like liquid dispensers or airless pumps, for instance, need to not only catch the attention of a consumer, but also need to reflect the essence of the product at the same time. It is important to make the product visually appealing for effective marketing, and, as each brand has its own identity, it helps in ensuring continuation in the long term recognition of a product.
One of the main reasons why packaging helps products stand out primarily comes down to shopper psychology. We associate certain colors with particular ranges. We are attracted to things that are new or different, encouraging us to investigate further. But we are also often creatures of habit, looking for the same or similar products each time we shop. And cosmetic companies these days are reacting to this change in customers' purchasing habits. They are trying to position several brands to many different classes of trade. Today manufacturers face these challenges while forever keeping pace with the wants and needs of this newly defined consumer base.
Cosmetic packaging designers who have worked within the industry have the experience to know exactly what consumers are looking for and will also ensure that any brand identifiers are carried through. The key to ensure success for any brand is a good team of packaging experts who have insight into today's consumer needs. The presentation of your product greatly affects the value of your product, and therefore choosing the righ cosmetic packing is an important decision and should not be taken for granted.