Packaging

Packaging

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HomePackaging

Packaging

 

Packaging is an important part of cosmetic, toiletry and perfumery products. From the brand owner to the consumer, these are some of the roles packaging must play.

  • Protect and preserve the product, keep it in perfect condition, and be suitable for transport and storage on its way from the manufacturer to the retailer (or to consumers by mail order, or ordered over the internet).

  • Allow the name of the product, the brand owner, any warnings, and information for use to be labelled or printed.

  • Protect the contents from contamination but be easy to open.

  • Enable the product to be applied effectively.

  • It may have to be pilfer-resistant or tamper-evident.

  • It must be distinctive so that consumers looking to buy a specific product can find it easily on the supermarket or pharmacy shelf.

  • Be attractive and have shelf presence to gain the attention of consumers who have yet to decide what to buy.

  • Represent the values of the brand.

  • Designed to allow recycling or recovery and must not contain any hazardous substances.

Cosmetics packaging is also unusual in that it must also be durable as most products are in use for several weeks or months or, sometimes, years. Whether it is to be displayed on a dressing table, kept in the bathroom or in a make-up bag, consumers expect cosmetics packaging and the product it contains to stay looking good. Packaging is also integral in enhancing the performance of the product; a good example is aerosols.

 

To learn about the sustainability of packaging, see our page on Packaging and the environment.