The right packaging can make a cosmetic line. The wrong packaging, however, could break it.

It’s the first thing your customers see, forming the first impression of your cosmetics and your company.

Use the right packaging and you could create a cosmetic line which speaks directly to your ideal customers.

Here are five things you need to do to ensure you get it right:


Understand your target customers.

Do your market research in your key demographic and find out what your customers want and need.

If you’re selling to Millennials, be aware that they will be researching your products online before going into the store to buy them. Your packaging needs to look fun, fresh, fashionable, and funky to attract them.

Millennials, however, are also very cost-conscious, marketing data shows. They will be looking for the best value products – so your packaging should not be adding too much to the overall cost if they are your target market.

Using standard packing with eye-catching graphics may well be the best way to go to market to these people.

If you’re marketing to women in their forties, they are prepared to spend more on any items they perceive to be of the best quality.

For that reason, the quality of your packaging is of vital importance to their spending decisions. If the product looks of excellent quality on the outside, it is likely to be of excellent quality on the inside.

Consider whether your packaging needs to be bespoke – helping you stand out from the competition.


Think about how your customers will use your products.

How they use your products has a huge bearing on the ergonomics of your packaging. Does it need to be easy-open for use on the go? Do you need to show how much has been used to help your customers keep on top of when they need to buy more? For cosmetics which will be carried in bags, for example, the weight of packaging will be important – tubes may well be a better option than jars.


Your packaging must travel well.

For any items carried in bags pack integrity is of critical importance.  Lesser quality packaging will be more prone to leakage giving an instant negative perception of the product and brand. Saving costs at the front end of the project does not always translate to a successful product life cycle.


Treat your product with respect.

Choose the right material and thickness to ensure it has a long enough shelf life. You’ve invested in the creation and production of your cosmetics, don’t waste money because of spoiled or spilled goods. You want as much of your product as possible to get to the shelves.


Size matters.

The more expensive your product, the more likely consumers are to buy smaller sizes of it, research has shown.

Get your sizing range right. Asking people to pay for larger pots of expensive product because there aren’t enough smaller options will be a little off-putting.

Think long term. Customers who initially buy smaller pots and love your products will come back and switch to the larger ones if they see it as a better deal in the long run.

Your smaller pots are the way you get into great relationships with your customers.
Looking for advice on packaging for cosmetic companies? Tell us what you need. Call our Menshen UK experts on 02920 473147. Visit