With 2.14 billion people worldwide anticipated to make an online purchase in 2021 and the expected growth of eCommerce, it is safe to say that brands are looking for even more ways to stand out and stay ahead.
Creating a cohesive experience from your brand’s storefront, to your website, to your products and their packaging is key. When these touchpoints are consistent, they are a powerful way to build and reinforce your brand image. While we have covered the impact that retail packaging has on your brand, we are going to zero in on a specific type of retail packaging as it relates to the beauty and cosmetics industry: The unboxing experience.
What Is an Unboxing Experience?
An unboxing experience revolves around your retail packaging and includes both exterior and interior packaging, along with any other components you add such as free samples or gifts, brochures, and other finishing touches. This packaging trend is typically created to improve a brand’s eCommerce efforts by bringing their in-store shopping experience directly to a consumer’s doorstep.
The psychology behind the unboxing experience is quite simple: Product packaging and presentation heavily influence purchasing behavior. It is a way to make your consumers feel valued, which in turn, builds brand loyalty and fosters strong relationships with your consumers.
In order to access the items they have purchased, consumers must interact with the packaging, making it a valuable touchpoint in the consumer experience. When a consumer receives their highly anticipated package, gift-like packaging will easily create a lasting, positive impression.
In addition, leveraging the unboxing experience is a strategic way to reach many more consumers in your target audience. Unboxing videos are an increasingly popular trend that has been plastered all over many widely used social media platforms such as YouTube, Instagram, Facebook, and more. Many social media influencers and makeup artists will film themselves opening a package they have received from a brand, where they show viewers what the brand’s packaging looks like, the product presentation, along with what is in the package.
Not only is it an opportunity to make a positive impression on the video’s viewers, but you will also benefit from the power of word-of-mouth marketing. 81% of people agree that recommendations from other consumers heavily influence their purchasing behavior. Whether it be by your consumers or an industry influencer, when someone posts your brand to their social media, they are advocating for it.
With eCommerce and social media use on the rise, it is clear that the value of the unboxing experience is only going to increase — and should not be overlooked or underestimated.
In recent years, unboxing experiences have become a standard for many beauty and cosmetics brands. While it may be more common now than ever, you want to make sure you are truly harnessing the power of the unboxing experience by creating one that stands out from the crowd.
With the rising demand for sustainability in the beauty and cosmetics industry, a highly competitive market, and consumer’s expectations of quality, it can be challenging to create a packaging solution that is up to par.
Selecting the right cosmetic packaging service provider can make this undertaking much easier to manage. When searching for your service provider, select one that has proven industry expertise and exemplifies this through its diverse capabilities, collaborative customer service, and optimized supply chain.
Once you have found the right packaging service provider, it is time to start designing your custom unboxing experience. It is important to create an experience that aligns with your brand. Keep your branding in mind when designing each element of your unboxing experience.
When it comes to exterior retail packaging, you need to consider both form and function. Materials play a crucial role in your packaging. Utilize rigid boxes with lids, drawers, or magnetic closures. Employ reusable, durable materials such as wood, glass, plastic, cloth, or metal to give your consumers packaging they can put to everyday use. In addition to providing convenience and value, reusable packaging solutions appeal to the rising consumer demand for sustainability in beauty and cosmetics.
Incorporate your brand name, logo, colors, and other features into your packaging’s exterior with unique printing methods such as foil stamping or rotogravure printing. In addition, you can utilize different textures to make it unique. Use matte, glossy, or satin varnishes or laminations to change your packaging’s textures — or switch it up by using a combination of different textures. Starting strong with on-brand exterior retail packaging will set the tone for the rest of the experience.
Prioritize your product’s presentation when designing the interior packaging. You want to feature each product in an intentional, visually appealing way.
Choose a die-cut insert such as a folding carton, corrugated, or foam insert to keep the contents of your package organized and in place. These inserts also protect your products while in transit to your consumers. While structure is key to keeping your products organized, this is not where your inner packaging design should end. Create a cohesive design by incorporating on-brand designs or colors into your inner packaging components.
A well-planned unboxing experience is not complete without gift-like details. Incorporate on-brand inner packaging with custom tissue seals, printed tissue, hang tags, and printed void fill. Add a thoughtful finishing touch with a branded leaflet, flat and folded thank you cards, sticker sheets, and ribbons. Putting careful thought into every detail of your retail packaging makes all the difference.
Beauty and cosmetics unboxing experiences are a powerful way to support your brand. If you have never thought about your brand’s unboxing experience, or it is not strong enough to make a lasting impression on your consumers, you are missing a valuable business opportunity.
At Edge2Edge, our team of packaging specialists, streamlined sampling process, and extensive quality assurance ensure you can create the custom cosmetic retail packaging you need to stand out.
Ready to take your cosmetic retail packaging to the next level with a memorable unboxing experience? Contact us today to get started.