Imagine strolling down the beauty aisle in a mall, what first captivates you? It’s not just the promise of radiant skin or luscious lips, it’s the alluring charm of the packaging that whispers, “Pick me up!”
In the beauty world, packaging goes beyond just holding the product, it is the first flirtation, the initial wink that catches the consumer’s eye. It gives them a glimpse of all they could enjoy by purchasing the brand.
It may seem like common knowledge that first attraction matters— especially for beauty consumers, only a handful of brands have successfully harnessed this weapon.
In this blog piece, we’ll be looking at ten beauty industry giants and what they’ve done differently to stand out in the highly competitive industry.
So if you are a designer, beauty founder, or just an enthusiast, this article unveils age-old industry secrets. You may want to visualize everything you learn here with Yellow mockups.
What Is the Big Cosmetic Brand Secret?
Over the years, top cosmetic brands have used their covering to influence consumer behaviors through powerful psychological mechanisms.
Let’s look at some of them:
- First Impressions and Perceived Value: Consumers often judge a product by its boxing before experiencing the actual product.
High-quality, aesthetically pleasing wrapping can create a positive first impression, leading consumers to perceive the enclosed product as valuable and of superior quality.
- Brand Recognition and Trust: Consistent, recognizable covering contributes to brand identity.
When consumers can easily identify a product on the shelf, it tends to improve their trust and loyalty towards that brand.
- Unboxing Experience: When a product has intriguing boxing, it encourages consumers to share their unboxing experiences on social media which also contributes to brand visibility and positive word-of-mouth marketing.
- Influence on Impulse Buying: Visually appealing covering can trigger impulse buying and big companies tend to bank on that.
Statistics:
In 2022, the U.S. cosmetics market size was valued at USD 262.21 billion. Shortly, it is expected to grow at a CAGR of 4.2% from 2023 to 2030.
When consumers are drawn to an attractive box, they may make unplanned purchases based on the immediate emotional response to the product’s presentation.
Top 10 Beauty Brands With Attractive Packaging
Now that we understand the powerful psychology behind a well-designed product box, let’s look at some top brands that are topping the industry.
Chanel
Chanel is a French luxury fashion and beauty brand synonymous with sophistication and its cosmetic packaging reflects this.
They use a minimalist black-and-white color scheme to exude timeless elegance.
Their iconic logo “the interlocking Cs” also adds a layer of exclusivity to the packaging which makes the product appealing to consumers who appreciate classic and high-end products.
In essence, its products share a common thread of timeless elegance, quality craftsmanship, and sophistication, designed to be both beautiful and practical.
Glossier
One of the core values of the brand Glossier is to celebrate natural beauty, and you can find this reflected in their wrapping.
Fast Fact:
Before Glossier was launched in 2014, it started as “Into The Gloss”.
It makes use of soft pastel colors, and minimalist fonts to depict simplicity. They also incorporate playful stickers to create an approachable and Instagram-worthy aesthetic.
Therefore, they celebrate the freedom of expression, individuality, and having fun.
Besides, their covering designs aim to make the brand appeal to the younger demographic who are seeking an authentic approach to beauty.
Fenty Beauty
Since its launch in 2017, Fenty Beauty has made a name for itself as an inclusive brand.
The packaging features a diverse range of skin tones to reflect the brand’s dedication to catering to all enthusiasts.
This inclusive design sends a powerful message about diversity and has resonated well with consumers seeking representation in the industry.
The most popular products of Fenty Beauty are Hella Thicc Volumizing Mascara, Gloss Bomb Heat Universal Lip Luminizer + Plumper, Velvet Liquid Lipstick, Pro Filter Soft Matte Longwear Foundation, and Eaze Drop Blurring Skin Tint.
Too Faced
Too Faced infuses whimsical charm into its packaging which has resonated with customers who enjoy a touch of playfulness in their routine.
They use pastel colors, cute illustrations, and creative product names to create a fun and lighthearted experience.
The essence of this product packaging is to attract those who see makeup as a form of self-expression and enjoyment.
Pat McGrath Labs
Pat McGrath Labs’ cover cleverly infuses art, luxury, and beauty. The wrapping itself is often regarded as a collector’s item, which elevates the perceived value of the product.
It has an opulent and luxurious design that features intricate patterns and bold colors— an irresistible combo for makeup artists.
They have launched international collaborations with Prada, Valentino, Versace, Comme des Garçons, Chrome Hearts, New York’s Metropolitan Museum of Art, and Star Wars. Also, they have made the first-ever beauty collaboration with Supreme New York.
YSL Beauty
Yves Saint Laurent (YSL) Beauty is renowned for its iconic and luxurious packaging. It uses gold accents and geometric shapes to convey the idea of sophistication.
YSL’s packaging has become a status symbol, especially for customers who appreciate the fusion of classic elegance and modern glamour.
Urban Decay
Urban Decay stands out in the industry for its edgy urban vibes.
Did You Know?:
The beauty industry generates over $100 billion in revenue worldwide.
The brand uses dark grungy tones combined with bold and unconventional graphics to convey a rebellious aesthetic.
This packaging resonates with customers seeking a non-conventional makeup and self-expression approach.
Charlotte Tilbury
Charlotte Tilbury stands out for its Old Hollywood aesthetics, and you find its packaging channelling this timeless glamor.
The brand uses rose gold accents, vintage style fonts, and art deco elements to create a sense of luxury reminiscent of Hollywood’s golden era.
This packaging appeals to consumers who desire a touch of old-world elegance in their routine.
If you are a designer looking to convey unique aesthetics in your product design, you can check out platforms like Yellow Images for fonts, photos, mockup templates, and other creative design elements.
Huda Beauty
In 2013, Kattan started Huda Beauty with her two sisters when she couldn’t find false eyelashes to buy. Today, they sell more than 100 products from eyeshadow pallets to lip gloss, and more.
Interesting Fact:
Currently, Huda Kattan’s net worth is $560, and in 2018, her beauty empire was valued at about $1 billion by Forbes.
Huda Beauty’s packaging reflects a modern and globally inspired aesthetic.
The brand uses vibrant colors, intricate patterns, and cultural influences that resonate with a diverse audience.
They offer more than 140 products online or in-store.
Huda Kattan’s emphasis on inclusivity and embracing individual appearance is reflected in the covering, attracting consumers from various backgrounds.
Dior Beauty
Most people consider Dior a popular fashion brand. Besides this fact, they include a range of luxury makeup products.
Dior Beauty’s covering showcases couture craftsmanship and attention to detail.
The brand often incorporates intricate designs, embossed patterns, and delicate finishes, mirroring the craftsmanship found in Dior’s fashion creations.
This packaging appeals to consumers who appreciate the artistry and sophistication associated with high-end fashion.
Popular products from Dior are the Addict Lip Maximizer, Forever Skin Glow Clean Radiant Foundation, Forever Glow Veil Radiance Primer, Forever Cushion Powder – Mitzah Limited Edition, and Show 10 Couleurs – Miztah Limited Edition.
Conclusion
The significance of attractive wrapping in the cosmetic industry extends beyond aesthetics as it profoundly influences consumer behavior and brand success.
The list of the top ten cosmetic brands above highlights the power of compelling boxing, showcasing the relationship between design, psychology, and market impact.
Each of these brands tells a unique story through its covering and connects with consumers on emotional and aesthetic levels.
