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It’s critical to consider various customer scenarios, situations, and lifestyles while planning future launches. In this article, we will use clean products as a branding example.

It’s critical to consider the whole scope of what clean and sustainable really entails. Clean is more than just a list of ingredients to avoid—it involves much more than that.

You’ll have clean formulation requirements. You will list out what ingredients you like to use and what you prefer not to. It’s more of an educational opportunity than a condemnation of any ingredients.

Essentially, you’ll choose not to use certain ingredients because you believe there are better alternatives out there. But what about the formulation process? How are your ingredients incorporated? What methods do you use to take customers behind the scenes?

Also, how are you involving customers in the testing process to ensure that goods are truly appropriate for a wide range of skin tones and textures? As a company, how do you think about language? Because businesses must be conscious not only in terms of visual diversity but also in terms of language.

Some brands have pledged not to use phrases like “poreless” or “flawless” in their marketing. And, more lately, anti-aging or ageless has been added to the list. This is because they want to ensure that the language and imagery are truly driving a positive customer experience. These brands are normalizing things that should be normalized, such as skincare and self-care.

This open debate about sustainable, clean, and conscious beauty is extremely important because the customer deserves to know. They also need to know which brands are they buying into—which organizations they are supporting.

The industry will continue to evolve in this direction. It is more vital than ever for brands to be as transparent as possible about who they are and what they stand for so that their customers are not confused.

Beauty education sources you can use to help you bridge insights and anticipate trends.

Are you curious about the manufacturing process of the cosmetics industry? Cosmetics are the marriage between art and science and are made from a wide array of ingredients and processes.
The cosmetic development process begins with an idea, whether it is something new or an improvement on a current product. Ideas could come from brainstorming sessions, or they could be brought on by market or customer requests.
A brief is then created for the labs to begin the work. The brief outlines all the parameters needed to make the product successful. These include the product claims, texture, payoff, packaging, price, whether it is vegan, and if it will be dermatologist tested. As many details as possible are included in the brief so that the chemist knows from the beginning what the criteria is.
Once the formula is developed, the product developers start testing for efficacy. This preliminary testing is meant to give feedback to the chemists so they can perfect the product.
Once the product has met the criteria, a more in-depth testing occurs of the formula. The packaging is also tested against heat and cold extremes. If all tests are passed, the product then requires a scale-up.
A scale-up is the process of taking the product from the lab, to manufacturing, and finally to the shelf. This part is critical in the cosmetic development process. If the scale-up is not successful, then you must head back to the drawing board.
The scale-up starts with a pilot, which is a smaller quantity being made. This is normally a good learning experience for all. Observations are made by chemists, engineers, operations, and product development.
Once the pilot is successful, a full-scale production is run. After the pilot, product development works on more testing, whether it is with consumers, clinical labs, and other safety testing.

There are numerous product categories. They are skincare, haircare, fragrance, personal care, and color cosmetics.

Color cosmetics include foundations, lipsticks, and eye shadows. Over-the-counter (OTC) also falls under this category. OTC refers to products purchased without a prescription from a doctor. For example, skin tint with SPF.

As you can see, the product forms for color cosmetics are rather general. But, there are classifications inside each subcategory. Eye shadow, for example, can be further divided into creams, powders, and hybrids, such as demi press, slurry, and amorphous textures.

A baked powder is a product that undergoes a particular high-temperature curing or baking process to provide a product that is both wearable and weightless on the skin.

A slurry powder is an example of a powder subcategory. This technique converts powder into a mud-like consistency. It also produces a dry powder that’s ultra creamy and smooth.

The industry is moving toward hybrids due to our need for innovation and multi-use products. A hybrid combines qualities from two or more groups. A moisturizer with color and SPF, such as a BB cream, is an example. Another example is a pearl-infused primer that contains a skin-brightening cream.

The distinctions between skincare and cosmetics are becoming increasingly blurred. Transformative textures for tactile and visual senses, such as powder to lotion, cream to water, oil to lotion, cream to oil, foam to liquid, or new color forms, such as color shifting, transforming, and encapsulating, are becoming essential.

Swirl technology combines a variety of uses and colors into a single composition. It isn’t only visually appealing in lip gloss, lips, creams, hybrids, foundations, tints, skin creams, and primers. Special effects are especially significant since they provide various benefits while also satisfying a craving for beauty.

These ingredients provide a new texture or advantage that you can add to these formulas. Infusing a skin tint with extra moisturizers for quick hydration, SPF in a lipstick, and highlighters in a concealer are just a few examples.

We fragrance everything from perfume to bath and body products, cleaning products, household products, and home fragrances.
We may not realize it, but all products have a base odor. Fragrance is then used to either mask or neutralize a scent, or to add something new to the product.
The addition of fragrance is used to enhance the experience of consumers and meet their needs or demands. Specific fragrances can target specific consumers. It’s often cultural and demographic tastes that dictate what we gravitate towards. We tend to look towards what we’re familiar with.
The generations also provide different tastes and influences. Socio and economic factors can change the trends in architecture and colors. Fragrances really mirror those trends. For example, younger generations prefer fruity fragrances, while older generations may have grown up with floral, green, powder, or heavier scents.
Another example is that American cleaning products are fragranced with pine and citrus notes, while Latin American cleaning products are fragranced with lavender. Baby products in the US use powdery notes, while in Europe orange flower and citrus notes are used for baby products.
We’re also drawn to fragrances that make us feel positive emotions like feeling special, powerful, confident, sexy, successful, clean, energized, or relaxed. Sometimes we select a fragrance based on the mood that we’re in or the experience that we’re going to have for the day. Citrus notes, for example, are energizing notes and make us feel fresh and clean. Heady floral fragrances in ambers and woods can make us feel sexy or feminine. And in the workplace, we might want to choose a fragrance that is not too intrusive or distracting but makes us feel confident.
In a competitive environment, fragrance can really make or break the viability and success of any given product. If you don’t like the way something smells, it will be hard to purchase it for the second time. Fragrance is the key.

We understand a lot more about marketing than we used to. An important part of the marketing process is identifying and analyzing your target customer.

After this point, the marketing process involves creating your first product and deciding on a price. Once you’ve set your price, you need to find ways to distribute it and promote it.

Marketing professionals use a tool called the marketing mix to help build their businesses and organize products.

The marketing mix is sometimes referred to as the ‘Four P Model’. But what are the ‘four P’s?

The first P is product. What kind of product is your target customer going to be interested in? For example, if you own a fragrance brand, consider the different aromas that people enjoy in each area of your target demographic. Different fragrances will be popular in different countries and even within the different regions of each country.

The important thing is to understand your customer and develop a product that’s going to appeal to them.

The second P is price. It’s not only important to have a product that is going to appeal to your target customer, but you have to have a product that your target customer can afford.

Make sure the price matches the product. Take a look at what kind of products are sold by other companies and compare them to your product. You can use this comparison to determine your price. Set your price so that it is accessible to your customers but will also provide you with a profit so you can grow a successful business.

The third P is called place or placement. You might also hear marketers call this distribution. This involves finding a place to sell your product, whether that’s in a brick-and-mortar store or online.

The final P is promotion. This involves communication and advertising to let your customers know about your product.

The role of a packaging designer is both critical and multifaceted. These designers collaborate closely with an interdisciplinary team that includes marketing experts, designers, engineers, researchers, material specialists, suppliers, manufacturers, and production teams. Their ultimate goal? To transform a product from concept to a shelf-ready marvel. Candace Allenson, a seasoned professor at the Fashion Institute of Technology (FIT), sheds light on the critical role packaging designers play in preparing a product for its market debut.

The Workspace of a Packaging Designer

A common inquiry among those intrigued by the field of beauty packaging design relates to the environments in which these creatives operate. Marianne Klimchuk, a design professor at FIT, notes the curiosity of online beauty education students regarding not just the types of companies packaging designers collaborate with, but also the nature of their workspaces. In today’s digital era, the landscape of design agencies stretches globally, allowing packaging designers the flexibility to work from virtually anywhere. Whether it’s a cozy home office or a bustling design agency, the work environment can vary significantly.

A Global Network of Specialized Agencies

What sets apart packaging design in the beauty industry is the presence of specialized agencies focused solely on this niche. Unlike general graphic design firms or advertising agencies, these specialized entities are dedicated to the art and science of beauty packaging. Working on projects for both small firms and major brands, such as Glossier, packaging designers find themselves in diverse team settings, from small creative clusters to large interdisciplinary groups.

The Creative Environment

The physical workspace of a packaging designer is often designed to stimulate creativity and foster collaboration. It’s a space brimming with visual inspiration, from desktop computers to an array of design tools, packaging samples, and sources of inspiration. This environment mirrors that of architects and graphic designers, where the ambiance is crafted to enhance creativity, inspire innovation, and facilitate teamwork. For freelance designers or those with work-from-home arrangements, creating a personal workspace that echoes these principles is key to producing amazing packaging designs.

Crafting Packaging Designs in Beauty

The journey to creating compelling and effective packaging designs in the beauty industry is intricate and rewarding. For aspiring designers or professionals looking to deepen their understanding and skills in beauty packaging, specialized education can be a game-changer.

Whether you’re new to the field or seeking to advance your career, many of online beauty courses offer comprehensive insights into the world of beauty packaging design. These courses can provide a blend of theoretical knowledge and practical application, preparing students for success in this exciting industry.

Take the Next Step in Your Beauty Packaging Design Career

If you’re passionate about beauty packaging and eager to make your mark in the industry, exploring specialized education is your next step. Discover how the FIT Beauty Business Essentials Course and the FIT Beauty Industry Essentials Course at Yellowbrick can give you new opportunities and improve your design skills. Start your journey towards becoming a leading packaging designer in the beauty world today!