A package has several purposes: it protects the product from external influences such as bacteria and dust, serves as protection during transport or as practical dosing aid. However, apart from its functions, the packaging of cosmetics also focuses on a different, large target – the sales incentive: as an image carrier and animator. Beauty is simply best for selling beauty.

Therefore, decorative cosmetics packaging is a major part of your marketing – and as such, you can hardly overestimate it. In addition to the experience factors for customers when unpacking the product, decorative cosmetics packs also provide an aesthetic look for a large majority of your customers, e.g. in the bathroom, on the bedside table, or dressing table in the bedroom. This makes them virtually predestined to create dialogue with your customers.

Aesthetics yes, but not at the expense of the Environment

But with the new, or intensified, growing awareness of modern consumers, aesthetic standards must remain within today’s framework, i.e. oversized packaging compared to the product size can irritate consumers or even prevent them from buying the product. Sustainable repackaging on the principle of “avoid – reduce – recycle” remains part of the programme. This also corresponds to the objectives of the Packaging Ordinance. But how do you manage the balancing act between decorative cosmetics packaging and the increasing environmental awareness of customers or new regulations?

Inspiration for decorative cosmetic packaging? INTERPACK, CosmeticBusiness, EURASIA Packaging Istanbul 2017

One way of developing ideas which bring together the concepts of environmental awareness and the attractive aesthetics of a decorative cosmetics package, for example, is to find inspiration at the 2017 Trade Fair for Packaging. New processing techniques and closure systems, high-quality designs and trendy packaging solutions – which are also recyclable – can be discovered here. These include new airless technologies which can even hold even viscous products, and safely drain the packaging up to 95%. Or glass bottles with an opening. Or marble & onyx effects for plastics.

All-in-one solution: combine all the benefits

If you want to dispense with outer packaging, the only remaining product surface is the product packaging itself. However, today’s technologies allow us to enhance this packaging with a variety of designs, styles or effects. Naturally, you can minimise the amount of time you spend on packaging and opt for the maximum effect. Often, however, it is only a question of finding the right idea, to combine customer wishes and taste with modern environmental awareness, in a manner which also draws a lot of attention. Think of the Puma shoe bag, sales box and storage bag in one, for example – even if it comes from another industry – with its attractive design, practical additional functions and minimal outer packaging.