What does it mean to have perfect packaging? It’s one of those things that you recognize when you see it, even if you’re not in the marketing industry. Perfect packaging is eye-catching, captivating, and in alignment with a company’s brand strategy.
For beauty and skin care products, beauty brands have to go the extra mile when creating a beautiful package to hold their products.
Here are five beauty brands that have nailed the perfect approach to packaging.
The Ordinary is a brand from the Abnormal Beauty Company that showcases simplicity in branding. While many beauty brands go for showmanship and bold coloring, The Ordinary’s packaging is in perfect alignment with the brand strategy.
These beauty treatments boast a clean formula, without any of the harmful ingredients often found in cosmetics. The products are meant to be clinical and functional, without any extra fluff. The packaging exemplifies these core values with simple black font on clean white labels.
Parent company DECIEM took its packaging strategy to the next level in 2019 by creating a recycling program that allows customers to drop off their used packaging. This sustainability effort supports the core values of the brand and makes a powerful statement.
Our modern society loves a good subscription box, and Kinder Beauty offers just that. Kinder Beauty is built around the core values of clean, vegan, and cruelty-free products, and its packaging showcases those values perfectly.
Kinder Beauty uses simple, recyclable packaging similar to that available from Deepking. The raw cardboard box is printed with simple white text and a whimsical leaf pattern that’s decidedly bohemian. Inside, the curated items lie in a nest of recycled paper with a simple insert explaining each of the curated items.
This simple approach to packaging exemplifies the brand strategy without taking away from the unboxing experience.
Whereas Kinder Beauty and The Ordinary take a subtle approach to the packaging and image of their beauty brands, Urban Decay is big and bold. This is one of our favorite beauty brands because they love using shades of neon green and metallic purple to make their products stand out on the shelves. While the colors of choice evolve fairly frequently, Urban Decay manages to nail its brand consistency – obnoxious and edgy!
The Naked Palette is one of Urban Decay’s most renowned products, and the packaging shows it. The Naked Palette Vault collection comes in a fitted box with inserts to hold everything in place. The box fits the evolving collection while offering functional storage and reusability.
Juvia’s Place is one of our favorite inclusive beauty brands built around the use of rich pigments that show up on dark skin. People of color have long had problems finding makeup colors that pop and Juvia’s Place provides a solution with concentrated pigments.
Juvia’s Place packaging offers the same bold colors that embody the brand. With bright pinks, vibrant oranges, and illustrations of African tribal characters, owner Chichi Eburu has built a powerful, cohesive brand that speaks to her experience as a Nigerian woman.
Tula skincare is one of the freshest beauty brands that’s been making waves over the last few years. The brand promises clean nourishment and hydration for healthy, supple skin. With bold light blue packaging that’s reminiscent of water, Tula creates a powerful first impression that has users thinking crisp, clean thoughts.
While the Tula blue packaging has the same impact as Tiffany’s blue packaging, they take it one step further with their specialty products. Tula’s probiotic cream comes in a yellow package in a tone that’s complementary to the blue while adding a pop of contrast. They took the same approach using a shade of orange for their eye balm. Altogether, the brand looks like relaxing summer fun and invokes positive vibes.
The secret to perfect packaging is to spark a connection with customers before they try your product. In this way, the packaging is often more important than the core offering from your beauty brands.