El packaging en cosmética influye en la decisión de compra del consumidor
Responsible Packaging

How to choose cosmetics packaging: Beauty from the inside out

In cosmetics, packaging is a reflection of the brand’s identity and the product’s distinctive features, however, its purpose goes much further than mere aesthetics. Packaging in cosmetics must preserve the product’s properties, make its use easy and optimise logistic costs. Moreover, nowadays it is impossible to design good-quality packaging without considering its second life, the one after the product has been consumed; all in the search for more sustainable formulas.

Types of packaging in cosmetics

When talking about packaging in the world of cosmetics, it is advisable to distinguish between the different types of package available:

  • Primary packaging: these packages are in direct contact with the product. In cosmetics, primary packaging is usually in the form of bottles, canisters, tubs, sprays, cases or boxes, among others.
  • Secondary packaging: it contains the primary package. In the case of cosmetic products, these are mostly cartons, cases or bags.
  • Tertiary packaging: going up a level, this is the packaging used in logistics to group products together and transport them. They are mostly cardboard boxes.

What should be taken into account when choosing cosmetics packaging?

According to the Global Packaging Trends 2020 report by Mintel, the two trends that will influence packaging designs in the next decade are: innovation that will generate recyclable materials; and opportunities created by responible packages to limit waste production. Bearing this in mind, what are the main factors to determine the right choice in cosmetics packaging?

1. The size and qualities of the product

To that title we could also add the way the product is applied, given that the package must be ergonomic. Depending on the type of substance it contains, the packaging should be made of materials that protect the cosmetic product from specific environmental conditions that could damage it, as well as shielding it from possible impacts during transport.

Because of this, many creams or perfumes have primary plastic or glass containers and cardboard cases as secondary packaging, to preserve the product’s integrity. However, the philosophy shouldn’t necessarily be “the more robust, the better,” since weight is an essential variable when it comes to logistics. This is why the materials used in cosmetics packaging are chosen in a search for balance between weight, durability and conservation on one hand; and sustainability and aesthetics on the other one.

2. The sustainability of the materials in cosmetics packaging

According to the data taken from STANPA (the Spanish National Association of Perfume and Cosmetics), one person uses between seven and nine cosmetic products per day in Spain alone. We only need to multiply to get a general idea of the potential volume of waste that is generated.

When choosing cosmetics packaging, the principle of sustainability is key, since it is one of the most frequently requested demands made by consumers, and it directly affects their purchase. Therefore, the selection of materials should move towards reducing the packaging’s carbon footprint, opting for those that are easily recyclable, biodegradable, renewable or reusable.

3. The ability to convey key information about the cosmetic product

Accessible and safe labelling sells, especially products with a complex composition, as is the case of cosmetics. According to a study by Nielsen, items with simple and clear labelling that do not contain unwanted ingredients sell 4.3% more. To increase the chances of cosmetics packaging being chosen by consumers, adding features that enable access to information is extremely helpful; for instance, solutions such as labelling in braille, adding codes or control over the contrast between colours or the size of the font.

At the same time, cosmetics packaging also has a significant sensory component, after all, it is a part of the values associated with the product and the brand. Whether it will be displayed on the shelf of a physical shop, or sent through an online shop, there must be complete consistency between the chosen formula for the package and the brand’s message

Cosmetics packaging solutions at Essentra Packaging

At Essentra Packaging we are specialised in the development and manufacture of secondary packaging for the cosmetic and pharmaceutical industries. We help businesses find the most appropriate packaging formula for their beauty and non-prescription products, taking into account volumetrics, finishes, labelling and printing of the leaflets, and, of course, cost optimisation, among others.

Moreover, we guarantee the cardboard used for cosmetics case production is sustainable: our business has certificates such as the PEFC and FSC. Do you need consulting services to choose cosmetic packaging? We would be delighted to hear from you, contact us here.