The secret to success when it comes to primary and secondary packaging isn’t really a secret at all. The real trick is, in addition to engaging copy and winning design, you’ve got to include your consumer in the discussion. And at TBC, that’s just what we did: we asked 1,000 beauty consumers to chime in on everything packaging. 

Walk Her Walk

When it comes to your packaging, no detail is too small or insignificant because believe it or not, consumers have opinions on everything – from decorative accents on the outside of a box to the size of your tube opening, and – they love to be involved on the ground floor of the beauty process. 

So when you are designing your packaging, take a step outside of the branding role and try looking at your boxes, bottles and tubes as a consumer would: Is the font readable? Can she see the box on the shelf? Does it stand out from its competitors with the right information? Can she reasonably determine, from your packaging alone, that your product is for someone like her, and with her specific concerns or desires? If you aren’t sure, it might be time to go back to the drawing board and rethink these elements.

Of the women we queried, 40% said being able to easily read the name on the box is very important, followed by being able to easily see and find your box on the shelf (36%).  In fact, beauty consumers are far more likely to pick up, try and most importantly, purchase products that are easy for them to find and see from the shelf versus those that have fancy, decorative accents, or even that are recyclable and reusable. When it comes to packaging, function seems to trump form. 

Talk Her Talk

Okay, so you’ve caught her attention with your packaging. Now what?

Now, you need to think about what kind of information she might want to see or read about, in addition to the name of your brand and product. Another packaging element beauty consumers told us is very important is usage instructions. Women want to be able to know exactly how to use your products, no matter if they’ve thrown the box away or not so make sure to include these kinds of instructions on all your components – even if they are brief.

More and more consumers (57%) say it is important to see independent test results on packaging, which prove the product worked on someone “like them.” 

Consider using interesting graphics or bullets to highlight the standout data points or information you feel will really help distinguish your product from the competition. And, consider ways to make the information easily shareable.

Social marketing is one of the most powerful ways of garnering consumer interest and awareness, and many beauty consumers (74%) report being first attracted to a new product based off of social media reviews, as well as recommendations from family and friends (79%).

Help Her Stay In Love With Your Brand

In addition to making sure the information she is seeking can be found on the packaging for your products, there are a few other important functional elements to be mindful of when considering packaging, in particular – primary packaging. For starters, most consumers want to get the most bang for their buck and consequently, 70% say one of the most frustrating things about packaging is to not be able to get every last drop of product out of the bottle.

They also want their packaging to remain (relatively) clean and easy to use: 51% of women are most frustrated by product that dries up or forms a plug around bottle/jar openings, and 56% say they are most frustrated that caps are hard to open and the mechanisms are difficult to use, such as pumps or spray tabs. And although a smaller amount, 33% of women also find it most frustrating to not be able to see through bottles/jars/tubes to know how much product they actually have left – something to consider when picking out components.

To get this kind of in-depth information specifically for your product or brand, smart brand managers should consider going to the source, as well. Two great options are: a packaging concept test (for when your packaging ideas are still just that: ideas), and a consumer focus group, for when your product development is further along in the process, and you have actual components for consumers to touch, experience and use, and then tell you their thoughts.

Strategically engaging your consumer at these early stages is one of your best chances at reading her mind before you’ve gone to market, and before you’ve potentially spent millions of dollars on packaging that just doesn’t quite sing her song.

ABOUT THE AUTHOR

Jennifer Stansbury is co-founder of The Benchmarking Company. She has extensive experience in creating and conducting online and in-person consumer research for the beauty industry.