It doesn’t take an expert to understand the importance of the packaging and presentation of a beauty brand or any brands products. It may often be the very first impression that consumers have of a brand which is why it should reflect the product in some way for the purpose of driving in the targeted audience. For example, if you’re wanting to create a brand on a strong eco-friendly foundation, packaging your products in biodegradable material is more likely to catch the eye of your target audience. Minimalism is currently one of the biggest trends especially with packaging in the beauty industry, and for good reason. However, not everyone is into minimalism which makes this a great time for brands who are more interested in embracing their striking and unique aesthetic to stand out even more by contrast. If you find yourself drawn to the idea of incorporating what makes your brand different through the presentation, have a look at these popular indie brands that have done this successfully.
Styles are always changing and evolving, but what many of us don’t consider is that new trends should be seen as new options instead of something that feels mandatory. There is no good reason why we can’t look to the past for inspiration. The Balm has applied this to their packaging by using photographic or illustrations from advertisements you would have seen throughout the 1900s. There is a specific kind of glam associated with vintage aesthetics which seems to be irreplaceable, and consumers have been responding well to the brand’s use of it.
Juvia’s Place was founded by a Nigerian born woman name Chichi Eburu. Aligning the brand with her heritage, it offers a vast selection of bright and colourful pigments and reflects this in through the packaging of their products. Their eyeshadow palettes are especially interesting with African themed illustrations of people wearing traditional jewelry and makeup with colours that appear to have been selected from the palette. Despite the theme, the brand seems to be universally inclusive by offering a diverse number of shades.
Lemonhead LA is an alternative beauty brand that doesn’t offer much traditional makeup. Most of the products that they do offer such as neon balms and glitter pastes are great for fancy dress parties or for anyone who prefers to dress up a bit more in general. The interesting thing about their packaging is that it’s completely clear and seethrough yet the eccentric colours and textures of their products make a strong presentation and a direct reflection on the brand simultaneously.
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As you might be able to tell, these brands have all expressed their uniqueness in a completely different way. Designing a brand’s image is as restricting as you let it be; when making a start you should be creative and have fun with a variety of ideas before shaping it down.
Have you ever picked up a new product based on its presentation? Is it something that you now use regularly?