Cosmetics Packaging Design: Influence on Purchasing Decisions
Cosmetics packaging design is a category of its own within product design – with unique challenges and objectives. JUSTBLUE works both in the field of fast-moving consumer goods (FMCG) and for clients in the selective cosmetics sector. Our client portfolio in these areas includes, among others: Nivea, 8×4, HIDRO FUGAL, Eucerin, and Goldwell.
Selective Cosmetics vs. FMCG: Different Requirements for Cosmetics Packaging Design
Selective cosmetics are sold exclusively through department store specialty sections and perfumeries.
This segment includes both skincare products and fragrances. In contrast, cosmetics packaging design for products available in drugstores and grocery retail must meet special requirements. Here, in the absence of personal consultation, products need to practically“sell themselves right off the shelf”. For this reason, cosmetics packaging design is fundamentally a very important factor in purchasing decisions.
However, the importance varies by category. While daily face and body care (face care, body care, and deodorants) are generally characterized by high customer loyalty and brand commitment, the bath and shower segment (bath care) has an extremely high proportion of so-called impulse purchases. In this category, purchase planning often does not include a specific brand or even a specific variant. Around 70 percent of purchasing decisions are made spontaneously and impulsively at the point of sale (POS). Consequently, the share of the purchasing decision influenced by cosmetics packaging design in this category is particularly high.
Trends Influence Cosmetics Packaging Design
In contrast to food packaging design, cosmetics packaging design is strongly shaped by aesthetic values such as “beauty” and “lifestyle.” These visual codes are closely linked to brand identity and awareness – the more established a brand is, the greater its influence on packaging design. At the same time, cosmetics packaging design is subject to dynamic trends that are constantly evolving. As a result, the visual lifespan of many products is shortened – designs must be updated regularly to remain modern and relevant.
How Cosmetics Packaging Design Adapts to Trends and Competition
Cosmetics packaging design must constantly adapt to new market trends and changes in the competitive landscape. At the point of sale (POS), where products are placed directly next to each other, packaging design often determines the purchase decision. An outdated design can quickly appear unappealing – especially when compared directly to trendy competitors. Professional cosmetics packaging design identifies such weaknesses early on and responds strategically. By analyzing category-specific and cross-category design trends, valuable insights are gained for the briefing. These flow directly into key design objectives such as brand identity, recognizability, category visual conventions, and emotional brand values.
Cosmetics Packaging Design Creates Structure
In recent years, many successful brands have significantly expanded their product ranges. Initially, assortments were supplemented with new variants or innovations – so-called line extensions. Once these had established themselves in the market, market research was used to evaluate which areas or categories the brands could credibly expand into. Such an expanded range must be clearly structured (“clustered”) for the consumer. This is another task that good, well-thought-out cosmetics packaging design fulfills. It strikes a balance between block formation on the one hand and segmentation on the other: the packaging design incorporates zones for brand-wide elements as well as for segment- or product-specific codes, such as color-coded labels or visuals.
