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The Story Behind Packaging: How to Find the Perfect Packaging for Your Product？
When I first started my business, I was overwhelmed with the question, “How can I make my product stand out at first glance?” It wasn’t just about the product itself; it was about the first impression the packaging gives to consumers. At that time, I was new to cosmetic packaging and knew very little about different materials and functions. It felt like I was stumbling around in the dark. Each time I faced a different packaging option, I had a thousand questions: Is glass better, or is plastic a better choice? Should I go with a lightweight bottle or an upscale jar? Every decision influenced the outcome.
Learning Through Trial and Error
I clearly remember when I first started my business and launched my first product – a moisturizing cream. At the time, I wanted it to look more high-end and luxurious, so I chose glass jar packaging. This decision was based on advice from my friends, who all believed that glass jars conveyed an elegant, premium feel, perfect for positioning high-end skincare products. With great anticipation, I launched the glass jar packaging, hoping it would attract more consumers.
However, after testing several batches of samples, I began to realize some practical issues. First, the cost – the production cost of glass jars was significantly higher than I expected, which put pressure on my pricing strategy. Additionally, the weight of the packaging became a problem. As orders increased, the weight of the glass jars caused shipping costs to rise significantly, which ultimately impacted my profit margins.
As time went by, I began to interact with more clients, particularly e-commerce clients. When I received feedback from one of these clients, I realized the extent of the issue. This client told me that they really liked our glass jar design and quality, believing it aligned perfectly with their need for a premium packaging look. However, what came next was a surprise – their brand actually focused on the low-price market, and they offered free shipping to attract more customers.
I was shocked. Due to the heavy weight of the glass jar, shipping costs became significantly higher, and ultimately they had to make the tough decision to abandon the glass jar and switch to a lighter plastic bottle to reduce shipping expenses. This decision was eye-opening, and it made me realize a crucial point: packaging is not just about showcasing the product’s appearance – it needs to match with brand positioning, operational requirements, and market needs.
Through this experience, I realized that packaging is not just the exterior of a product – it is an essential part of the brand. When choosing packaging, we can’t just focus on its appearance and quality; we need to consider brand positioning, market needs, consumer preferences, and operational costs. Packaging selection is a reflection of the brand’s strategy, influencing everything from brand identity to consumer perception and ultimately, market success.
Learning to “Match” the Packaging
So, I began to think more carefully about how to choose packaging based on the characteristics of the product and its intended use. For example, if the product is a light, everyday skincare item like a lotion or a spray, a lightweight plastic bottle is a great choice. Not only is it environmentally friendly, but it’s also cost-effective and reduces shipping costs. On the other hand, for high-end serums or creams, a glass bottle or an acrylic jar can convey luxury and better preserve the active ingredients, making consumers feel they are getting their money’s worth.
For smaller, travel-friendly products like essential oils or lip balms, I would recommend rollerball bottles or tubes. These are not only easy to carry, but they also make the product easy to use and allow consumers to control the amount they apply.
16 years of experience in the packaging industry tells you that this is how I chose packaging
Bottles
Materials: Glass, plastic (e.g., PET, PP, HDPE), or aluminum.
Usage: Suitable for skincare products such as serums, lotions, and oils.
Jars
Materials: Acrylic, glass, plastic, or biodegradable materials.
Usage: Used for creams, lip balms, masks, and body lotions.
Tubes
Materials: Composite materials or plastic (e.g., PE, PP).
Usage: Used for liquid foundations, hand creams, and lip balms.
Compacts
Materials: Plastic, metal, or cardboard.
Usage: Used for loose powders, blushes, and eyeshadows.
Pumps and Sprayers
Materials: Plastic, metal, or vacuum systems.
Usage: Used for perfumes, sprays, or liquid foundations.
Rollerball Bottles
Materials: Glass, stainless steel, or plastic.
Usage: Used for serums, essential oils, and deodorants.
Airless Bottles
Materials: Plastic or mixed materials.
Usage: Used for high-end skincare products, designed to prevent sensitive formulas from being exposed to air.
Secondary Packaging：External packaging that protects the product and showcases the brand
Boxes
Materials: Cardboard or corrugated cardboard (recyclable).
Usage: Used to add brand information and product descriptions.
Sleeves
Materials: Paper or plastic film.
Usage: Used for decorative or promotional purposes as additional packaging.
Pouches or Sample Packagings
Materials: Aluminum foil, plastic, or biodegradable films.
Usage: Used for single-use samples or travel-size products.
Balancing Sustainability and Practicality
During this process, I came to realize an important truth: sustainability and practicality need to be balanced. I remember a time when I was focused on making our packaging more environmentally friendly and sustainable. We started looking at ways to reduce waste. That’s when we introduced a refillable inner bottle design: once customers finish the product, they only need to replace the inner container while keeping the outer packaging. This not only reduces plastic waste but also maintains the aesthetic appeal of the packaging. Consumers really loved this design because it was eco-friendly and visually elegant.
However, not all eco-friendly packaging solutions are one-size-fits-all. For example, for sample sizes, we use aluminum pouches, plastic films, or biodegradable materials. This ensures product freshness while allowing customers to experience the brand’s commitment to sustainability. Through these choices, I’ve learned to find the right balance and make thoughtful decisions.
Some Advice for Aspiring Entrepreneurs
If you are also hesitating about packaging, try approaching it from the perspective of your product positioning and consumer needs. Ask yourself a few key questions:
- What kind of brand image do I want my product to convey?
This is the most important step. Different materials convey different brand messages. If you want to express a premium feel, glass and acrylic are great options; if you aim for simplicity and practicality, plastic and tubes are more suitable. - Will the packaging be convenient for consumers to use?
Design should consider ease of use. For example, small, portable bottles, tubes, and rollerball bottles are very popular for travel and ensure that consumers can use them comfortably in their daily routines. - Do I want the packaging to have minimal environmental impact?
If you care about sustainability, you can opt for biodegradable materials or create packaging that is reusable. More and more consumers are focusing on brands’ environmental responsibility, and using sustainable packaging can enhance your brand image.
Looking back, I also struggled with these questions at one point and even felt like choosing the right packaging was an unsolvable dilemma. But through constant trial and error, I gradually discovered that the right packaging can significantly improve your product’s competitiveness and help consumers connect with your brand. Just like the refillable inner bottle design I mentioned earlier—it’s not only an eco-friendly innovation but also shows my attention to consumer needs.
Conclusion
Lastly, if you’re still deciding on your product’s packaging, remember this: packaging is not just an external “container”; it’s an integral part of your brand story. It can help convey your brand values, increase the product’s appeal, and even influence whether consumers are willing to try your product.
If you run into any difficulties or have questions during the packaging selection process, feel free to leave me a message. Whether it’s about materials, design, or sustainable packaging options, I’d be happy to share my experiences with you. I hope you find the perfect packaging for your product that is both practical and able to captivate your consumers’ hearts!
