When it comes to cosmetic packaging for a skin care, body care, or lotion or cream the old saying, Keep It Simple Silly or K.I.S.S, rings true today more than ever.
What most people don’t know is that the way to differentiate a brand has as much to do with the packaging as it does with the design and the story of the brand and the marketing efforts of the brand.
Packaging is an important part for sure. Packaging is often the deciding factor on why people buy a skin care line in the first place. However, if you are starting out and have dreams of creating your own molds, and yada yada, I’m here to tell you to: K.I.S.S.
The barrier to market for custom cosmetic packaging can be steep. 25K-100K is not unusual and the lead times are long. If you are a start up that’s not well funded, I’d hate to see you sell your new custom packaging on Ebay if the brand doesn’t work.
Here are 5 things to consider when evaluating packaging:
1. Does the packaging you’re considering work? Consistently. Does it require being primed (air pumped out first) or will it work as it is?
2. How will your packaging be decorated? Labels? Silkscreening? Have you evaluated all of those costs?
3. What about shipping? Is it amber glass that requires being shipped freight on a pallet? Or is it a tube that is relatively durable?
4. Lead times. Is the packaging coming from China? If so, which port will you bring it in to? If you are buying from a distributor, do they keep inventory or will they order only once you place a purchase order? This is important to factor in for when your business grows.
5. Price. Packaging can be expensive! However, sometimes only an airless bottle will do for your brand. If that’s the case don’t be afraid to buy the expensive packaging. Just be sure to include that in your price. Also, shop the bottle around there can be large differences in cost from vendor to vendor.
Here is a quick list of some of my favorite packaging suppliers:
Small retail volume: