The global cosmetics packaging industry was valued at $24.86 billion in 2017 and is expected to touch $31.75 billion by 2023.
New trends are emerging in the global cosmetics packaging industry.
There has been a shift towards customized and smaller packaging sizes which are portable and can be used on the move.
Minimalistic and clean packaging designs are also popular. They provide an elegant and premium feel to the product.
Eco-friendly packaging is increasingly being used by the most cosmetics brand. This provides a positive image of the brand and reduces threats to the environment.
E-commerce is also driving the cosmetics industry significantly. The packaging is now also influenced by e-commerce considerations.
The packaging needs to be shipping ready and should be able to tolerate the wear and tear of passing through multiple channels.
In this article, we will talk about:
- cosmetics industry market share
- famous cosmetics brands
- cosmetics type
- cosmetics packaging materials
- cosmetics packaging design tips
- examples of good cosmetics packaging
Cosmetics Industry Market Share
The global cosmetics industry has shown a steady and sustained annual growth rate of around 4-5%.
It grew by 5% in 2017. The growth is driven by changing customer preferences and consciousness along with rising income levels.
The US is the largest cosmetic market globally with revenue of $62.46 billion in 2016.
L’Oreal was the top-ranked cosmetics company in 2016 with global sales of $28.6 billion.
In the same year, Unilever reported global sales revenue of $21.3 billion and took the second spot. This was followed by Estee Lauder with global sales of $11.8 billion.
Famous Cosmetics Brands
The global cosmetics industry has been growing rapidly. There are many companies which have made a mark for themselves in this industry.
Unilever is one of the largest companies in the cosmetics industry. It houses world-renowned brands like Dove, Lifebuoy, Ponds, Sunsilk, etc.
Unilever creates a new company- Unilever Cosmetics- to expand its business of cosmetics.
Estee Lauder is another global behemoth in the cosmetics industry. It manufactures quality skincare, makeup, and fragrances.
It has a diverse portfolio of more than 25 brands and does business in more than 150 countries.
The US-based multinational- Procter and Gamble (P&G)- is a popular company in the cosmetics industry.
It offers a wide range of beauty and personal care products and has global brands like Gillette, Head& Shoulders, Olay, Pantene, Oral-B, etc. in its stable.
Type of Cosmetics
There are thousands of cosmetic products on the market.
each product has its own specialty and is suitable for specific uses. These cosmetic products can be broadly classified into the following categories:
Skin care cosmetics are designed to improve the appearance and quality of the skin.
They are the largest category of cosmetic products with a market share exceeding 30%.
Skin care cosmetics are further classified into two categories. The first category is of the products include moisturizing lotions, sunscreens, etc.
which are applied and left behind on the skin? The other category is of products which are applied and removed like face wash, face cleansers, toners, etc.
Hair care products are the second most popular cosmetics category with a market share of 25%.
Most common hair care products are applied to the hair and rinsed off. These include shampoos, conditioners, etc.
Another type of hair care product is meant to be applied to the hair and to be left there. these products like hair gels, mousse, etc.
are designed to change the look and feel of the hair. Hair colors are also categorized as hair care products and are meant to change the color of the hair.
Color cosmetics constitute 20% of the total cosmetics market. These cosmetics are designed to be applied on the face for changing the appearance and color of the skin.
Examples of color cosmetics include foundations, blushes, lipsticks, etc. Color cosmetics are strictly regulated by the authorities and the type of ingredients to be used are restricted.
Fragrances and perfumes are a popular category of cosmetic products. They constitute about 10% of the cosmetics market.
They are used for changing the body odor and emanating a pleasing fragrance.
Personal care products are an important element of the cosmetic market and contribute about 15% of the total market.
These products mostly include oral care items like toothpaste, mouthwash, whitening products, etc.
Some cosmetic products are manufactured to have medicated properties.
These cosmetics are sold over the counter and strictly on the prescription of a medical practitioner.
Medicated shampoos, medicinal oils, etc. are some examples of cosmetics which due to the presence of medicinal properties are sold only on prescription.
Materials Used for Cosmetics Packaging
Packaging plays a very important role in the cosmetics industry. Attractive packaging can drive the sales of cosmetics.
The industry uses different materials for packaging. Since cosmetics are vulnerable to damage and contamination from weather elements, it is important to have secure packaging.
Some of the commonly used materials for the packaging of cosmetics are as follows:
Plastics are the most commonly used material for the packaging of cosmetics. Plastic polymers like PVC, PET, polystyrene, etc.
are used for cosmetic packaging. Plastic packaging is flexible, lightweight, and cost-effective.
It provides good protection to the cosmetics from impact and natural elements during transit and storage and prolongs the shelf life of the product.
Plastic is odorless and chemically resistant;
hence it does not react with the chemicals present in the cosmetics and thus does not contaminate the product.
Plastics can be used to create packaging of different shapes, sizes, and colors which make the overall packaging attractive and differentiates the product.
Glass has been used for the packaging of cosmetic products for a very long time.
Its popularity in the packaging of cosmetic products stems from the fact that it is cost-effective, can be easily handled at high speeds in the production line and is chemically inert.
Packaging using glass provides a clean and aesthetically pleasing look. Glass provides transparency to the packaged product and lets the customers see the product from outside.
They can also check the product usage also by looking at the glass container. Glass is impermeable to natural elements, gases, solvents, etc.
and hence it provides excellent protection to the product from these elements.
Metals such as steel, tin, aluminum, etc. are used for cosmetics packaging. Aluminum storage containers are durable and provide excellent protection to the packaged product from damage and contamination.
Metal containers are also recyclable and are hence eco-friendly. Metal packaging containers are highly resistant to moisture, UV light, oxidation, etc.
and they preserve the cosmetics from such elements. The metal packaging containers are generally coated to prevent any chemical reaction or corrosion when they come in contact with the packaged cosmetics.
Metallic packaging provides excellent designing and printing compatibility. They offer a premium and luxurious outlook to the packaging.
Cosmetics Packaging Design Tips
Some of the most important considerations for designing attractive cosmetics packaging are as follows:
Type of Packaging Material
The first important consideration for effective cosmetic packaging is deciding the type of material used for packaging.
The material for packaging should be such that it prolongs the shelf life of the product.
The packaging material should be chemically resistant and should not react with the chemicals in the cosmetics which may otherwise lead to contaminating the product.
This ensures that the cosmetic products remain safe for use and retain their original characteristics.
The packaging material should also be impact resistant and durable enough to protect the packaged product from damage and contamination during transit.
The packaging material should enhance the value of the product.
Ease of Use
The packaging of a cosmetic product should provide ease of access to customers.
The packaging should be ergonomically designed and be easy to grip and use every day.
The packaging should be designed such that it should not be too difficult to open and use the product.
This is more important for cosmetics meant for older customers as they will have a tedious experience opening the packaging and using the product daily.
The cosmetic packaging should allow the customers to use the product in optimal quantity and avoid wastage.
Cosmetics are costly products and they should offer flexibility to the customers to use them without being wasted.
Clear and Honest Labeling
It is very important for cosmetics packaging to clearly and honestly disclose all the ingredients and chemicals used in the manufacturing process.
Some users may be allergic to certain chemicals and they can choose the products accordingly.
The manufacturing date and best before date should also be clearly printed to help the customers buy the product.
Cosmetics and their application are generally self-explanatory but a mention of directions of use on the label will help the customers.
The labeling should also be attractive and make use of impressive graphic illustrations which attracts the customer’s attention and helps to build brand awareness and recognition.
The current trend in cosmetic packaging is of minimalistic design.
Such designs offer a clean and aesthetically pleasing look and provide a feeling of premium and sophisticated cosmetic products.
Clean and minimalistic designs are elegant, and this makes them stand out from the competition.
Customers are more likely to prefer minimalistic designs over cluttered packaging. The packaging color and font should be consistent with the brand which helps the customers to associate with the brand from its packaging only.
The company logo and the product logo if any, should be clearly embossed on the packaging as it leads to the brand building.
Type of Container
Cosmetics can be packaged in a wide variety of containers.
Some of the common container types used for the packaging of cosmetic products include sprayers, pumps, jars, tubes, droppers, tin cans, etc.
The ideal type of container should be decided based on the type of cosmetic products and their application.
Choosing the right type of container enhances the ease of access to the cosmetic product.
Lotions with high viscosity are packaged in pumps which makes it easy for the customers to use it on a daily basis.
Choosing the appropriate container type can help to create the right impression on the customers and boost sales.
Examples of Good Cosmetic Packaging
Some examples of good cosmetics packaging are provided below:
S-Tone Nail Polish
The S-Tone nail polish comes with elegant and innovative packaging. The packaging is done using smooth and rounded contours which are reminiscent of pebbles.
The packaging looks unique and organic. The nail polish comes in a collection of three sets, each inspired by a different water body-Sargasso Sea, the Baltic Sea, and the Philippine Sea.
The Men’s Soap Shop
The branding and packaging of the Men’s Soap Shop skincare and shaving kit is spot on.
The packaging is done in the shape of a sleek and elegant hipster which draws instant attention.
The packaging is not only attractive, but it is also eco-friendly which is an added advantage.
Duo Shaving Balm
The packaging of the Duo shaving balm is both ergonomic and aesthetically pleasing.
The shape of the packaging is like the deodorant applicators which conveys a message to the potential customers on the use of the product.
The designing is done in monotone white which is minimalistic and attractive.
TONY MOLY Egg Silky Smooth Pore Balm
The TONY MOLY egg pore silky smooth balm is packaged in the form of a golden egg.
The packaging of the product makes it stand out from the competition. The packaging is reusable and can be used to store other products.
The egg-shaped packaging is cute and grabs the customer’s attention.
Cube Pour Homme
Cube Pour Homme fragrance comes in simple but attractive packaging. The bottle comes in a geometric shape with three cubes placed on top of each other.
The bottle is capless and it remains closed when the three cubic slices are aligned. The perfume can be sprayed only when the cubic slices are misaligned.
Stich Bears Soap
The Stich Bears Soap is designed in the form of popsicles. The soaps are made from goat milk from New Zealand and are ideal for babies due to its gentle nature.
The packaging of the soap is also done in the form of popsicle packaging. The packaging is also recyclable and eco-friendly.
Pure Cosmetics uses minimal designs and standardized fonts and illustrations for their packaging.
The packaging looks clean, simple and is effective in creating brand awareness. The blend of black and white gives a premium feel to the packaging.
The packaging for all their cosmetic products is common which makes it easier for the customers to identify with the brand and associate with it in the long-term.
Kjaer Weis a popular cosmetics brand is known for its simple and minimalistic packaging designs.
The packaging has little text or illustrations and is characterized by the logo which is sleek and contemporary.
The packaging is made of metal and wordmark is embossed on it. The packaging makes use of shapes and pattern to create an abstract monogram.
Valia skincare packaging makes use of simple and beautiful designs. The packaging box is white with floral embossed images which look beautiful.
The packaging is made from 100% post-consumer fiber and the ink for printing is made from soy. The packaging is not only eco-friendly but pristine and premium also.
The packaging of Lapierre makes beautiful use of black, silver, and gold. The packaging makes a bold statement and is bold and sensual also.
The logo and the printing on the packaging stand out and make the product more alluring.
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