Packaging for a beauty brand built on influence

Cult Beauty needed to revamp the secondary packaging for their popular cosmetic line. They went to Robinson Packaging to develop boxes that were both sleek and also easily recyclable.

Cult Beauty is the online destination of choice for consumers of beauty products. It prides itself on its transparency, with a commitment to complete transparency, listing all ingredients and publishing all consumer reviews.

It recognises that many of its followers are trying to make a step-change in their sustainable buying habits. Through its Cult Conscious initiative, it champions those brands that have committed to recyclable packaging. It stood to reason, therefore, that it chose to work with a packaging expert like Robinson Packaging that could help to deliver on its sustainability credentials. They supply shoulder boxes, 4-panel book jackets and sleeves.

Local means agile

As a trusted British company, Cult had a further critical requirement: to partner with local firms who could offer ‘made in Britain’ quality.

Of course, moving from a Chinese supplier to Robinson's centrally-located UK operation, also allowed for greatly improved turnaround times and increased transport efficiencies.

One way in which Robinson is able to quickly adapt to our customers’ needs is because they've built up their own network of trusted suppliers and printers in the UK. They choose to work only with those who are able to match their versatility and ambition when it comes to reacting to changing consumer demands, building true partnerships with likeminded organisations.

Cult’s return on their investment with Robinson was realised very early on when they were able to deliver on a Christmas campaign only two weeks on from receiving the artwork. This compares with a lead time of at least 16 weeks on the water from suppliers in the Far East.

Flexibility in stockholding

Producing packaging in bulk clearly achieves greater economies of scale. Added to that, housing Cult’s longer-term packaging in our own stockholding facilities brings them the added benefit of being able to submit requests for packaging as and when demand requires.

As Hannah Whitehead, Consumables Buyer, Cult Beauty, explains,

“Consumers trust our platform because we are very transparent in how we share product information and reviews. We never include products that don’t cut muster with Cult HQ. When we’re introducing these brands to our influencers, the first impression starts, of course, with the packaging – it’s the first thing consumers see. As such, our 4-panel book jacket that we send as our ‘influencer box’ is the perfect way to showcase those products that have created a ‘wow’ with our own team.”