Communicate Your Brand to the Modern Consumer With Product Packaging
Trends in health and beauty products are constantly changing, and in today’s versatile marketplace, consumers are being met with more choices than ever before. A solid marketing strategy is necessary to secure a place in the industry, both by securing an existing consumer base and by enticing new customers to try your products. Clear, focused branding is paramount, and specialty or promotional packaging can be part of a multi-pronged approach to defining and conveying your brand’s message.
Selling an Experience with Multistep Packaging
More and more, top health and beauty brands are moving away from standalone products in favor of lines that incorporate multiple products as part of a comprehensive beauty regimen. Most lines of hair products include a shampoo, conditioner, mousse, spray and other products, and skincare lines often include different washes and moisturizers specifically for morning or evening use. By including clear step-by-step instructions, with some aspect of the multistep design made clear through the product’s packaging, the product becomes an integrated part of a consumer’s daily routine. These beauty regimen systems are valued by the modern consumer, so don’t underestimate the impact of creating a multistep product line.
Getting Your Products 'Out There' With Samples and Promotions
Especially with higher end products, prospective new consumers may be reluctant to invest in an expensive product that may not perform as they want. A simple and effective solution is to provide packaging sample sizes, in addition to full size products. While samples used to be relatively low-quality and handed out for free, today’s health and beauty world is starting to see more and more sample size packages sold for only a few dollars as well as their regular sized counterparts. The lower cost makes trying your product less of a commitment, and is an effective method of enticing new customers. Another approach is to launch a loyalty program, in which repeat customers accumulate points that can be redeemed on websites and get samples of new products.
In this age of social media and constant technological connectivity, digital word-of-mouth plays a huge role in health and beauty marketing. Consumers are no longer just looking to mainstream magazines and television commercials for their beauty advice — they’re turning to YouTube stars, bloggers and celebrity cosmetic gurus for advice and product recommendations. Sending out promotional sales kits with samples of your products to these influencers can pay off when they give your brand a shout out on social media.
Single Use and On-the-Go Products
Products sold in single-use packets appeal to the modern consumer, who tends to be on the go. Many people, particularly women in the workforce or with families, simply don’t have the time to engage in a long, draw-out beauty regimen every day. Ease of use and transportability are paramount, so single packets that can easily slip into a purse or jacket pocket are valued. Additionally, single use packets are also seen as more hygienic, especially with products like face creams that are traditionally packaged in small tubs where the consumers’ hands will be in repeated, direct contact with the product, potentially spreading germs and bacteria. Whenever possible, single use products should be packaged in compliance with TSA guidelines, to make them a convenient option for those who regularly travel.
Communicating Your Brand Message Through Packaging
Is your product line meant to appeal to the busy corporate businesswoman? The all-natural mom who only buys organic? Teens? The only way to reach you key target audience is through the development of a clear, focused brand message. As packaging is often the first part of your product that the consumer interacts with on a retail shelf, packaging design should focus on clearly communicating your brand message and stand out as appealing to the modern consumer.
Michael DiFranco serves as the VP of Marketing at JohnsByrne. Celebrating its 56th year of operations, JohnsByrne Company is a custom packaging and print solutions provider catering to major brands in health and beauty, food and beverage and consumer products. With a culture built around innovation, quality, design and speed, the company's offerings span value added folding cartons, specialty packaging and high impact direct mail. To learn more about these and other services, visit www.johnsbyrne.com.