Health and beauty products have been popular for most of human history. While the types of products have changed over the centuries, men and women alike have always been interested in products that improve their overall health and enhance certain features of their appearance.
With so many of these products on the market, consumers often make their decisions based on the marketing of the product. This includes not just sponsored ads on social media and commercials on TV but also the packaging of the product.
How can your business ensure that your health and beauty packaging stand out from the rest, turning a glance from a potential customer into a sale? Follow these tips from the team at Ritter’s Printing & Packaging, drawn from the latest industry trends.
Why is health and beauty packaging so important?
While we’ve all heard the saying, “Don’t judge a book by its cover,” the fact is, we all do it. And not just with books, but with everything we’re thinking of buying. Well-designed and manufactured packaging can significantly impact sales. A well-made product is essential, however, the best product in the world is unlikely to sell if the packaging it’s placed in is drab, unappealing, or dull.
Popular design trends in the health and beauty industry
While it’s essential for your product to carve out its unique niche, staying in tune with current trends is equally important. This helps you get a sense of what appeals to your customer base. The following trends are gaining significant attention in the health and beauty industry:
Capturing a prospective customer’s interest often involves appealing to their sense of beauty on multiple levels. Using aesthetically pleasing packaging with artistic designs can be an effective strategy.
The allure of art is universal, and since every artist brings a unique touch, your packaging can stand out. Think of your packaging as an art piece waiting to unfold.
The design should be simple, yet striking, possibly illustrating the products function. There are endless creative opportunities.
One of the primary purposes of product packaging is to safeguard the contents. The quality of the outer box is important, as it helps protect the product during shipping or inside a shopping cart.
For a product’s packaging to resonate with consumers, it should be not only visibly appealing but also practical. Packaging that is user-friendly, recyclable, or able to be reused adds value and helps build brand loyalty. Packages that are too difficult to open or not as sustainable might drive customers towards alternative options.
When it comes to packaging, particularly for compact items like cosmetics, space is limited, often leaving little room for detailed product information. Consumers today are more educated than ever, seeking insights into ingredients, manufacturing processes, and ethical sourcing before making a purchase.
Enter the power of QR codes – by scanning with a smartphone, customers can be directed to a company webpage that details everything they’ll want to know about the product. Additionally, you can also include social media links to make it even easier for customers to follow you. Many companies that adopt this approach see an uptake in website traffic, audience engagement, and brand loyalty.
Enhanced packaging has a sophisticated allure and can elevate the package’s appearance:
- Embossing. Achieved using a unique metal plate, embossing presses a design into paper stock, creating a raised surface, similar to a notarized stamp. The plate can be single or multi-level to create a 3D effect. It can be used to emphasize a particular part of a design or the company logo.
- Debossing. The inverse of embossing, debossing imprints an image to create a recessed effect. Debossing and embossing can be used together for effect.
- Foiling. This is a finishing technique that uses heat and pressure to apply the foil. Foils come in many different colors.
Any one of these enhancements, or all of them combined, can create a sense of luxury for customers looking to purchase your product.
How media trends influence packaging trends
Have you ever stopped to wonder about the relationship between media and the packaging of your health and beauty products? You may think they are unrelated, however, the media’s influence, whether it’s through music, film, or TV shows, can influence various industries.
Popular cultural references, whether from blockbuster movies or chart-topping songs, often find their way into advertising. Even if there’s no direct link between the reference and the product itself, there’s one undeniable truth: it captures consumer attention. And it works.
Take for instance the current popularity of the color pink. It was a hit with the films Legally Blonde and Mean Girls and is making a resurgence with the new Barbie movie. Given that so many in the health and beauty industry market their products to women – the film’s target audience – using the color pink in packaging is a way to get attention.
The shade of Barbie pink, with its vibrant allure, stands out naturally. It’s no wonder that numerous businesses, from established brands to startups are integrating pink into their packaging and marketing material.