Judging a book by its cover can give rise to incorrect
Cosmetic packaging plays a very important role in building brand identity. Packaging has now become an integral part of the marketing process as it is the first thing that helps customers get to know a product and its manufacturers. Hence, packaging actually conveys the image and identity of a company.
As people's perceptions of beauty have changed, the cosmetics industry has been rejuvenated to such an extent that it has now become a multi-billion dollar industry. And it will continue to grow every time new and inventive products concerning skin care and fast acting products continue to hit the market. - With the industry providing strong growth prospects for the existing players, an influx of new players lured by the cosmetics industry's growth potential is inevitable. In such a scenario, when a sea of cosmetics welcomes customers in almost every cosmetics store, the number of choices can be overwhelming for anyone. That is where packaging becomes important as it helps to create familiarity between the consumer and the brand. Thus packaging not only helps companies in building a distinctive identity of their own but also in aiding customers in differentiating them from their competitors.
Communicating important information is a major aspect of packaging. A well-packaged product not only has instructions in multiple languages but also carries details such as quantity, price, lot number, manufacturing and expiration dates, color, ingredients and so on.
Protection and Preservation
A well-packed cosmetic product, irrespective of whether it is trigger sprayers or airless pumps, can throw light on the effectiveness of the measures adopted to protect and preserve its contents from contamination. All customers want cosmetic products to be factory-fresh; hence, great care must be taken to protect the products during storage, transportation, and distribution since the chances of contamination are greater during this period. The products can become spoiled or contaminated due to climatic effects, hazardous chemicals, infestation and so on. Moreover, there are issues of tampering and package pilferage that need to be addressed, which only an effective packaging can do.
Thus, today cosmetic packaging is not just a container or box. It now takes on numerous roles, and it plays a pivotal role in cosmetic manufacturers' marketing strategies.