Get the Look: Packaging for Beauty and Cosmetics
The beauty and cosmetics industry is thriving. It currently represents the fourth largest consumer packaging market in the UK, but alongside many other industries, it’s facing new challenges.
A high percentage of beauty and cosmetic products are currently packaged in plastic. Consumer pressure means that action has to be taken and viable alternatives are being explored. The quest to find sustainable packaging, which can also provide full functionality and appealing design, is on.
A growing trend in retail is to promote shopping experiences over products. The High Street survivors will be those shops where interaction and personalised services are available.
Cosmetic companies have long provided an in-store experience. As a starting point, tester products are available to ‘try before you buy’. Many stores offer customer makeovers which provide the opportunity for you to feel the products on your skin and see the difference they can make.
There are further opportunities to engage and interact with customers with printed packaging. With the majority of shoppers now carrying a smart device, a link to an online makeup demonstration is one example that would showcase the product and encourage purchases.
The industry is now exploring ways in which a personalised shopping experience can be offered by online retailers. One way of achieving this is through Beauty Subscription Boxes. For a pre-paid fee, subscribers receive a monthly box of delights. The subscription box is delivered to their doorstep and can include a range of new products, samples, established brands, associated items and discount vouchers.
The company asks for information that enables them to tailor the content to the products that are more likely to appeal to the subscriber. Packaged in a desirable box, there is the joy of unwrapping the ‘gifts’ and trying something new.
Schwarzkopf – My Specialist Bespoke Packages
As the first company to develop powdered, and then liquid, shampoo, Schwarzkopf has been innovative from the start. Now celebrating 120 years in business, the company continues to seek out fresh approaches to haircare.
My Specialist is a new concept in online shopping. The customer completes a questionnaire and sends a hair sample to the company. The condition of the hair sample is tested and used, with the customer feedback, to prepare a bespoke haircare product range. The bespoke box is sent to the customer within a fortnight.
From subscription services to bespoke product ranges, the beauty industry is ahead of the game when it comes to providing a customer experience. With a shift towards more sustainable packaging, this is an industry that other retail specialists should seek to follow.
If your company are looking to create bespoke ecommerce boxes, talk to Aylesbury Box Company. We specialise in sustainable packaging and have the skills and tools to design, manufacture and print to your requirements. Let us help your brand to stand out from the competition.