Consumers have embraced beauty and personal care subscriptions for the convenience, value and unique experience that regular, recurring deliveries provide. In fact, Ordergroove’s 2021 year-end analysis found that the number of beauty and personal care subscribers grew 97% year-over-year.
 
As more consumers become accustomed to subscribing to products online, merchants must use packaging to help tell their brand story and foster loyalty. Here are three ways merchants can level up their packaging:

1. Generate Excitement and Buzz

Packaging can serve as a point of differentiation for brands. Beyond convenience, customers should be excited to receive and open an order. In the age of influencer marketing and social media, 30% of retailers say subscribers refer new customers at a higher rate than non-subscribers. Informative and engaging packaging can give subscribers something to talk about and share with friends and followers, alike.

2. Create Messaging that Drives Retention

In addition, beauty brands and retailers should use packaging real estate to further educate customers. Beauty products are often regimented and require time to see results. By using the packaging’s “white space” to educate subscribers on how to use the product or combination products, and when to expect results with proper use, merchants can drive retention.

3. Offer Sustainable Options

Two-thirds of Americans’ social values shape their spending habits. As consumers continue to grow more eco-conscious, biodegradable packaging can help businesses align with these values. In addition, providing customers the option to group all subscription and non-subscription items together into one timely shipment can reduce carbon footprints.

Conclusion

Packaging is the final touchpoint before a customer interacts directly with a product. It should align with a retailer or brand’s image and branding regarding sustainability, benefits, ease of use and more. With effective packaging, beauty subscriptions can create an engaging and compelling end-to-end experience that fosters loyalty.
 
About the Author:
Max Markowitz is Beauty Director at Ordergroove, a technology company that builds recurring relationships with customers through subscriptions. At Ordergroove, Max works with leading beauty brands, including L’Oréal, bareMinerals, Il Makiage and The Center, advising on how to acquire and retain subscribers.