Beauty is booming. Everybody from your grandmother to the kid next door is having fun contouring, highlighting, and tinting — and cosmetic brands are reaping the benefits. The beauty product market is always evolving. Each year brings new trends and areas of interest, and the ability to keep up with tastes is what determines whether a brand can stay hot. If you plan to compete in this space in 2020 and beyond, you should keep a finger on the pulse of the industry. This deeper level of investment should expand to every area of your business, including your use of labels.
For beauty brands to stake their claim in this thriving but competitive industry, they need to stand out. The product could be amazing, but if nobody notices it, it won’t sell. Consumers can make a buying decision in just three seconds, often based on nothing more than the look of the product. Sixty-four percent of consumers will try a product simply because it catches their eye. The label is one of the most noticeable visual elements of a cosmetic product.
Fewer beauty buyers are physically handling products before purchasing. Recommendations come as frequently from Instagram celebrities and YouTube reviews as they do from trusted friends. According to a Facebook study, 52 percent of cosmetic or skin care purchases are influenced by “beauty experts on social media”.
For label design, this means texture may be less important than appearance. Bold colours and imagery will “pop” in online videos and photos. Elements that shine, such as metallic ink, will convey a sense of luxury to consumers who can’t touch a product before buying.
Typeface is also a critical factor. A survey of 1,000 female beauty buyers found that 40 percent of women said the most important aspect of packaging is that the name is easy to read. Brands that feature minimalistic, legible, but striking design may garner more attention online and in stores.
Studies show that consumers would pay more for an all-natural beauty product. To strengthen an all-natural brand, cosmetics manufacturers should look to eco-friendly labels. There are a number of ways brands can trumpet their natural and environmental bonafides via their product labels:
- Crinkled paper can give a rustic, natural look.
- Wood veneers or metallic embossing can make a product feel handcrafted.
- Brands can opt for biodegradable PLA (polylactic acid)-based labels over petroleum-based plastics.
- Brands can choose FSC-certified paper from responsibly-managed forests.
Whether you’re looking to refresh your cosmetic brand or become the next Instagram skincare sensation, Labelservice can help you with the latest label features and technology.
