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Cosmetic Industry Thrives on Attractive Packaging to Boost Sales

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by Beroe Inc
7 March 2023

cosmetics packaging

Packaging plays a vital role in attracting potential customers and promoting brand identity. Collapsible tubes are widely used in several industries, including personal care, oral care, pharma, and cosmetics. An appealing package can be a game-changer for a product or a brand.

According to Beroe research, customers are more likely to make impulsive purchases when they are attracted to a product's packaging. The quality of packaging not only catches the customer's attention but also protects the product inside.

The cosmetics industry is experiencing significant growth globally due to the rising urban population and increased awareness of skincare and its benefits. Customers believe that high-quality products come in good packaging. A product's packaging helps set it apart from rivals in the market. There are several rules and regulations in place in several countries to ensure the quality of product packaging.

Packaging quality is crucial to ensure products are correctly protected during shipping and storage. All handling marks, carton numbers, consignee marks, country of origin marking, and size and weight markings should match the information on the outer surface of the carton. Shipping marks must be legible and accurate, and the UPC label should be printed clearly and accurately. Other labels on the carton should also be legible and accurate.

Customers of skincare and personal care products are more attracted by the packaging quality. Maintaining the quality and increased shelf life of the product have a positive impact on customers' buying decisions. The aesthetics of the product packaging help customers recall the brand. Labels on the package should provide product information and be equally appealing in store shelves.

The COVID-19 pandemic has significantly impacted consumer behavior. Customers have become more price-sensitive, and online buying across all categories has accelerated. Consumers' attention to health, wellness, and cleanliness has also sharpened. Public knowledge of packaging's potential to leak into the environment has risen. Retailers and fast-moving consumer goods (FMCG) corporations are making significant investments in sustainable packaging, while regulatory agencies are taking strong action.

In conclusion, packaging quality is a vital factor in attracting customers' attention and promoting a product's identity. Good packaging can help achieve positive word of mouth for a product, and it is crucial to maintain the quality and increased shelf life of the product. Packaging is more than providing product information; it relates to product features and brand identity. Packaging can be a powerful marketing tool for businesses to boost sales and brand image.


  1. What are the 5' Ps of packaging'?

Packaging is considered the fifth P of marketing strategy. However, the packaging itself has its own 5 Ps. These 5 Ps are Promote, Position, Provide, Protect, and Present.

The promotion of the company, the position of the brand name, the amount of related information provided by the packaging, its presentation, and most importantly, the product protection are the main factors that affect the product packaging, its brand name, and customer satisfaction.

  1. What are the four main functions of packaging?

Packaging is a very important aspect of the marketing process. Packaging has different functions. The major functions include attracting potential customers, promoting a brand, protecting the product, and achieving popularity through word of mouth. 

These are the major functions of good packaging and other functions like developing brand image and boosting sales.

  1. Why is packaging important for skin care products?

Cosmetics are booming thanks to a growing urban population and increased awareness of skincare products.The customers of skincare products are attracted more by the quality of packaging. 

The aesthetics of the packaging affects the customer, especially when it comes to skincare products. 

Good packaging also increases the trust of the customers in the product. The packaging needs to be appealing to attract more customers.

  1. Can attractive packaging alone boost sales for cosmetic products?

There are different factors regarding the sales of cosmetic products. A product's attractive packaging contributes to its sales growth, even though it is not the sole cause.

The customer feels satisfied and, thus, refers the product to their friends and relatives, increasing the company's sales. However, attractive packaging alone cannot boost sales for cosmetic products.

  1. What are the benefits of using sustainable packaging in the cosmetic industry?

Retailers and fast-moving consumer goods corporations have focused more on sustainable packaging. The reusable nature of the sustainable package makes it more useful for the customer. 

It makes the customer choose the product that comes with a sustainable package. Sustainable packaging also helps in saving water and energy. 

The packages are made of biodegradable and recyclable materials, making them eco-friendly. The packaging company can also save money through sustainable packaging.

  1. Why are retailers and FMCG corporations making significant investments in sustainable packaging?

Retailers and FMCG corporations are now choosing sustainable packaging over traditional non-sustainable packaging. It's because sustainable packaging not only helps retailers save money but also saves energy and water. 

The customers also find it more useful as these packages are reusable and recyclable. So, if retailers and FMCG corporations find a creative way of sustainable cosmetic packaging, it is a win-win situation for everyone.

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