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A Beginner's Guide to Cosmetic Labeling and Packaging

October 2, 2019

Recent data shows that the beauty industry has experienced immense growth in recent years -- and this trend shows no signs of slowing down. In fact, the global cosmetic products market is predicted to be valued at $805.61 billion by 2023. It's no surprise, then, that big brands and independent ones alike are looking to get in on the action. Since our obsession with makeup continues to grow, the demand allows for widespread success.

Of course, that doesn't mean that just anyone can launch their own beauty products. Although YouTuber collaborations are prevalent and there seem to be more makeup items on store shelves than ever, a winning idea isn't all it takes to succeed in this sector. It's also not enough to merely have a high-quality product; it also needs to be packaged and labeled in a way that's both appealing to consumers and compliant with all pertinent regulations. That's a tall order for many businesses, particularly those who are new to the game. In today's post, we'll cover some of the most important points to keep in mind when deciding on your packaging, label design, and overall branding and marketing concepts for your cosmetics line.

Identify Your Customer and Brand Personality

Before you really delve into the details of custom labeling and packaging, you'll need to zero in on who your customer is, how you can appeal to their wants and needs, and the messaging behind your brand. Identifying your ideal demographic will allow you to then design unique labels and packaging concepts that will grab their attention, while focusing on your brand identity will ensure these designs are consistent across the board and that you feel assured about what your brand has to offer. Unless you have a clear picture of both of these points, any custom labeling or packaging you design may feel confused. Before jumping to product labeling and packaging, make sure you're able to target the right market and showcase the essence of your brand.

Consider Container and Labeling Options

Anyone who's ever browsed the makeup or personal care aisle in a pharmacy or grocery store knows just how much variety is available in terms of packaging and custom labeling. There are boxes, bottles, tins, tubes, jars, pumps, compacts, palettes, packets, and more. You'll need to determine which vessel serves your product best and how to properly label these containers. Product identification, company branding, and industry compliance will all play a role here, as will customer preferences. Figuring out which containers will serve all of those needs may take time. It's also important to note that there are several types of labels that can be used for these kinds of products, such as foldout labels or even tamper evident labels. Think carefully about which label types will support your priorities (including whether your product will be allowed on the market!) and work with a custom labeling company that can offer the variety you need -- particularly if you have several products to promote.

Follow Guidelines and State Claims

Cosmetic product labeling is overseen by the FDA, which means you'll need to include specific information in order for your company to be compliant. Although 75% of customers say that they will research and purchase a product online if they can't find the information they need in the store, the FDA has guidelines in place to ensure that customers are able to obtain as much info as possible during their shopping trip. You'll need to include all necessary information like product identity, contents, ingredients, place of business, warning statements, and more. As a bonus, you may also want to include any provable certifications (like cruelty-free, vegan, hypoallergenic, or other statements) on your custom labeling in order to inform consumers. Without including all the proper information, all the work you've put in to create enticing labels and amazing packaging concepts won't really matter, as the FDA can take regulatory action against cosmetic companies found to be non-compliant or misleading.

With these basic tips in mind, you should be in a great place to delve into labeling and packaging for your cosmetic or personal care product. For more information on how we can help, please contact us today.

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