Significant Factors in Cosmetic Packaging Decisions

Published: 12th August 2011
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Cosmetic packaging plays an important role in building brand identity and is fast becoming an integral part of the marketing process. Besides preserving the cosmetic product, the packaging of the cosmetic has to be attractive and visually appealing to increase the sales of a product.

Here are some of the factors that need to be considered before making a packaging decision.
Protection and Preservation
The chosen packaging needs to primarily preserve and protect the product from any damage that could arise during shipping. An airless pump , for instance, not only has to keep the oxygen out but also has to ensure that active agents of the cosmetics are well preserved inside.

Visual Appeal
For a packaging design to be effective, it has to have the ability to capture a customerís attention as they glance through their many options. This is particularly important for customers who are not familiar with a certain product. Packaging designs that stand out are more likely to be remembered.

Distributor Acquiescence
Cosmetic packaging decisions must also be accepted by distributors who sell the product for the supplier. In some instances a retailer may not accept packages unless they conform to requirements they have for storing products on their shelves.

Cost
Intelligent packaging decisions can help reduce costs and possibly lead to higher profits. It is estimated that in
the cosmetics industry the packaging cost of some products may be as high as 40 percent of a productís selling price. This represents a significant portion of a productís selling price.

Long Term Decision
Usually new packaging is created with the intention of the design being on the market for an extended period of time. A customer becomes conditioned to locating a product based on its packaging, and hence changing a packaging frequently can have a negative effect on sales.

Legal Issues
Caution must be exercised in order to create packages that do not infringe on intellectual property, such as
copyrights, trademarks or patents, held by others. Also, packages that are not easily biodegradable could draw customer and possibly governmental concern.

Labeling
Labeling decisions are extremely important as most packages are imprinted with information intended to assist the customer. Labels serve to capture the attention of customers, as it is likely to be the first thing a customer sees, and help in therefore creating a first impression of the product. They also help in:
1. Providing customers with product information to aid their purchase decision or help improve the customerís experience by providing directions and instructions for the usage of the product.
2. Labels generally make it easy for resellers, such as retailers, to check out customers and manage inventory as it includes universal product codes and sometimes even radio frequency identification (RFID) tags.
3. For marketing products internationally, bilingual or multilingual labels may be necessary.

cosmetic packaging is one of the most effective means to communicate directly with consumers and drive sales. It is therefore important for manufacturers to create and promote an impressive packaging solution that stands out from the rest.

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