Packaging is one of the most important parts of a beauty brand’s presence. Once you’ve enticed that potential customer into the store through advertising or social media, your packaging takes on the role of key communicator.Brands may have different stories to tell and different criteria for their packaging design, but ultimately the goals are the same: Engage the target audience, impart brand values, convey quality and consistency, and create brand loyalty.
 
The look and feel of a package can define the customer experience. Research shows the appeal of product packaging increases repeat purchases and has the potential to trigger impulse purchases. Whether online or in-store shopping, customers have expectations associated with the unboxing moment. A study shows that 58% of online shoppers were convinced to buy a product after looking up images and unboxing videos on social media. With 40% of customers saying they are more likely to patronize companies that provide premium packaging, designing not only to represent your brand, but also to represent your target customer is critical.


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