If you own a beauty or cosmetics line, the potential for some serious business is there. But it also means if you want to grab that business and take it for yourself, you’re going to need to find a way to break through the clutter, jump off the shelf at Sephora, and tell your ideal customer “THIS is the lipstick for you!” And the best way to do that is your packaging.
Your packaging is the first thing the beauty die-hards you want to turn into customers are going to see. If your packaging grabs their attention and speaks to what they’re looking for, they’re likely to take your product home and give it a try. If not? It’s likely to gather dust on the shelf.
It’s important to know who you’re designing for. Who’s your ideal customer? Are they tween girls just as obsessed with sparkles as they are with boy bands? Are they women of colour who want makeup that actually (finally) matches their skin tone? Are they men who are masculine… but also want baby soft skin? And once you know who they are, what are they looking for in a cosmetics brand? What’s going to grab their attention?
Just as important as your customer’s identity is your identity. What’s your branding? Are you dark and edgy? Simple and classic? Luxurious? Accessible? Who you are as a brand—and the personality you want to portray to your customers—is going to determine what design elements you use in your packaging. You’ll also want to consider how you’re going to sell your products. Are you selling online or in store? In small boutiques or in large retailers? Your design strategy might change depending on where you’re shelling your goods.
If you need a little inspiration for your packaging design, there’s no better place to start than looking at the latest cosmetics packaging trends. Once you know what’s currently trending, you can create packaging that caters to what’s important to your customers right now and that speaks to them in the right way. Remember that you want to pick a look that’s both modern and on trend, but also timeless and universally appealing, so your packaging design looks up-to-date for as long as possible.
Black and white cosmetics packaging is a timeless trend we will never get tired of. What’s new in the packaging designs we’re currently seeing is that while white used to be the overwhelming choice for cosmetics packaging, it’s black that seems be dominating monochrome packaging right now.
There’s a ton of opportunity in the beauty and cosmetics industry. And with the right product, the right packaging, and the right design, that opportunity is yours for the taking!
