To win over beauty shoppers in 2023, brands will need to think beyond stylistic trends and consider current consumer attitudes and purchasing behaviour when designing cosmetic packaging.

Even the most stunning packaging design will fall flat if it fails to send the right message to beauty shoppers. Here is what cosmetics brands need to consider before hitting the drawing board in 2023.

Where does product discovery and purchase take place?

Few industries are as oversaturated as the cosmetics industry and consumers are constantly being marketed to online, in-store, and just about anywhere else brands can reach an audience. So which channels are the most effective when it comes to personal care?

Social media ads were the top way consumers discovered beauty brands (37%).
Of all beauty content on YouTube, influencers claimed 60% of views, versus brands (39%) and publishers (1%).
67% of beauty users discover brands via influencers.
Amongst online shoppers, beauty retailer sites such as Ulta and Sephora are where most (58%) begin to search for products.

The rise of social media, influencers and e-commerce have without a doubt, changed how the beauty industry tries to appeal to consumers. But in-store shopping is still a major factor brands need to consider in regards to their packaging choices.

46% of consumers prefer to see makeup in person.
Amazon is the second most-preferred way that consumers purchase beauty products (16%), with in-store purchases at beauty retailers close behind (15%), surpassing online and in-store purchases at mass retailers and online purchases from brand websites.
97% of beauty shoppers purchase at least one personal care product in-store each month.

How brand-loyal are beauty consumers?

While the beauty industry has shown incredible post-pandemic growth and resiliency, the impact of supply chain issues, a rise in e-commerce, and inflation have left their mark on customer retention.

Today 73% of all beauty purchase decisions are made at the point of sale.
Post pandemic, 47% of Millennials and 53% of Gen Z are more likely to try new cosmetics brands.
40% of beauty consumers say packaging is the top motivating factor when trying a new brand.

What matters most to shoppers?

Today consumers are more willing than ever to put their money where their values are, and beauty spending is no exception. In 2023, cosmetics packaging not only needs to catch consumer eyes, it also needs to align with what they hold important.

Quality remains the top purchasing criterion, followed by brand, value for money, deal of the product, and low price.
40% of shoppers are interested in gender neutral versions of their favourite beauty products.
Whether or not a beauty product was eco-friendly was ‘somewhat important’ to 50% of consumers, and ‘very important’ to 35%. Additionally, 78% of beauty consumers look for sustainability credentials on products and 94% believe brands need to be more transparent regarding eco-friendly claims.
Single-use/excessive plastic was the number one detractor in beauty packaging.

Designing Cosmetic Packaging Around Consumer Behaviour in 2023

Waning brand loyalty

As the data shows, most shoppers purchase in-store at least once a month—nearly half of which want to handle a product before purchasing. Almost ¾ of shoppers make a purchase decision at the point of sale, and are more willing than ever to leave trusted brands in favour of experimenting.

Consumers want quality above all else. That means relying less on branding and more on design factors that will make an instant impression at the time of purchase. Sleek silhouettes, touch-worthy textures, and simple yet sophisticated colour pairings suggest a premium experience to curious shoppers.

Social media’s increasing influence

Brands are relying increasingly on influencers and user generated content (UGC) to sway their consumers. Influencer packs and the unboxing experiences featuring them mean brands need to design both primary and secondary packaging that makes an impression on the screen and in consumer hands.

In an industry where limited editions and seasonal versions are already the norm, the addition of customised influencer merch translates into an increase in product SKUs. Flexible packaging options like small minimum quantities and speedy, multiple runs will become crucial to brands in 2023.

Image goes beyond skin deep

Even this looks-driven sector can’t escape the growing importance that brand values have on consumer purchase decisions. Sustainability and inclusivity are quickly becoming the new status markers shoppers use to create and convey an image of themselves.

But today, simply claiming to be eco-friendly or socially responsible isn’t enough. In 2023, brands will need to incorporate greener materials, honest labelling, and inclusive language into their packaging in order to make a real impact on consumers.

CoLab Creates Cosmetic Packaging That Sets Your Brand Apart

Higher consumer expectations and an oversaturated market make the job of cosmetic packaging harder than ever—but it shouldn’t make yours. At CoLab, we offer solutions tailored to the unique needs of your business and present you with feasible options guaranteed to garner results.

A stress-free design process

You share the vision and we apply it to real-life capabilities for an aesthetic that sets your brand apart. From minor design tweaks to complete rebranding, our team takes on the heavy lifting so you waste no time worrying about the details.

The latest trends in style & sustainability

Want to go green but don’t know where to start? Carbon neutral printing, vegan inks, and the latest eco-friendly materials are the old norm at CoLab. We find what works for your brand, product, and budget to utilise sustainable solutions that actually resonate with your market.

Flexible options catered to your needs

Gift sets. Influencer packs. Limited editions. A large variety of SKUs can be a headache for small cosmetics brands. CoLab gives your business the freedom to print multiple designs in a single run and provides minimum run quantities catered to your needs.

Got questions? We’ve got solutions. Reach out at hello@colabpackaging.com