Personalisation – Key To A Successful Skincare Brand
The skincare and cosmetics industry has long stuck to its one-size-fits-all approach, when it comes to creating beauty products. However, with the rise of hyper-personalisation, this is quickly changing. Just take the very existence of companies like Selfnamed as an example.
Hyper-personalisation is the creation of customised products that are tailored to an individual's unique needs and preferences. What started as a trend, taking the world by the storm, has evolved into a necessity for cosmetic brands to be able to compete in the market.
According to one study, 72% of consumers are willing to pay more for a customised cosmetic product. At the same time, a different study found that 42% of consumers are interested in personalising their own cosmetic products. And it's not necessarily the formulas, we're talking about. It's actually packaging and the skincare routines themselves.
Brands that focus on creating unique, customised packaging for their private label skincare products can significantly enhance their market presence and customer loyalty. While the quality of your organic and natural skincare products is important, the way you present these products to the world can make all the difference.
In this article, we explore how personalised packaging can be the key to a successful skincare brand and how it can help you differentiate in the ever-growing and ever-evolving skincare market.
The importance of packaging in skincare
When customers browse through skincare products – whether in store or online – the first thing they notice is the packaging. It's the packaging that catches their eyes and piques their interest enough, so they would pick the product up (or click on it) and consider purchasing it. For new brands wondering how to start your own skincare line, investing and putting careful thought in the packaging design is a crucial step towards establishing a strong market presence.
Ever since COVID-19, the importance of personalisation has increased more than ever due to the surge in digital behaviours among shoppers. Latest data shows that 71% of consumers expect companies to deliver personalised interactions, and 76% get frustrated when this doesn't happen. Furthermore, companies that experience faster growth, admit that about 40% of their revenue comes from personalisation.
Think of personalisation as an extension of your brand's identity. It's a way to make it stand out and “speak” to your customers as individuals. In fact, the Next in Personalisation 2021 Report, reveal that 72% of customers expect businesses they buy from to recognise them as individuals and know their interests.
“When asked to define personalisation, consumers associate it with positive experiences of being made to feel special. They respond positively when brands demonstrate their investment in the relationship, not just the transaction.”
This brings us back to personalised skincare packaging.
Personalised packaging is an opportunity to tell your brand's story, showcase your values, and connect with your target audience on a deeper level. Whether you're promoting vegan skincare or highlighting the benefits of your organic and natural skincare products, your packaging should reflect these unique selling points and convince the customer that this product has been made for them.
Differentiation through design
In a saturated market, standing out is vital. Private label skincare manufacturers like Selfnamed offer a range of customisable options that can help your brand differentiate itself. From product collection boxes to bespoke labelling and trendy designs, the possibilities are endless. This level of customisation allows you to create a distinct visual identity that sets your products apart from the competition.
Examples of Selfnamed Design Services
For example, with our eco-friendly products and packaging materials combined with your minimalist designs can appeal to environmentally conscious consumers. Or highlighting the use of natural and vegan ingredients directly on the packaging can attract a niche audience dedicated to ethical consumption. Or you can add colourful and attention-grabbing designs and highlight our premium quality products for specific skincare concerns to attract younger demographics.
All of these design choices not only enhance the visual appeal of your products, but also communicate your brand values. In order to do this successfully, make sure you select a specific niche, target audience and do some research to know what they're looking for, what's missing in this niche and what design and branding trends of 2024 can be used to reach them.
Enhancing customer experiences
In order to make your customers feel special, think about their unboxing experience. Particularly for those, handling online orders, the unboxing experience plays a significant role in customer satisfaction and brand loyalty.
Personalised packaging can turn a simple purchase into a memorable experience. When customers receive a beautifully packaged product, it creates a sense of excitement and anticipation. This positive emotional response can lead to higher customer retention rates and word-of-mouth referrals.
There are many ways how a store owner can personalise a packaging. It can include thoughtful touches such as thank you notes, usage instructions (the more creative – the better), or even a brief story about the product's creation. Other ways can be, adding a customer's name on the product packaging (for example, on Selfnamed's product collection boxes) or even changing the product packaging colour to match your customer's desires.
It doesn't necessarily have to be anything big, but just enough to show your customer, that you see them as an individual and that you care. All of these elements show them just that, fostering a deeper connection with your brand.
Increasing your brand visibility
By now, we should all agree that custom packaging is a powerful marketing tool. It's not just about aesthetics; it's about visibility and recognition. When your packaging is unique and eye-catching, it's more likely to be shared on social media platforms by your customers. This organic form of promotion can significantly boost your brand's visibility and reach.
Furthermore, personalised packaging helps create a cohesive brand image across all touchpoints. Focus on consistency in design, colour scheme, and messaging across your product line, as it will help strengthen your brand's recognition and trust. For those exploring how to start your own skincare line, working with a reputable private label skincare manufacturer, like Selfnamed, to develop customised packaging can provide a competitive edge right from the get-go.
Addressing the market trends
The skincare market is continuously evolving, with consumers becoming more conscious of their purchasing decisions. There's a growing demand for organic and natural skincare products, as well as vegan skincare – which, luckily for you, Selfnamed offers.
Personalised packaging allows you to address these trends effectively. By clearly labelling your products and using packaging that aligns with these values, you can attract and retain a loyal customer base. Add to that already tailored skincare routine, product sets for specific concerns or strong social media marketing strategy, and you'll be holding your position among other well-known skincare brands.
Don't forget to also highlight certifications, or regulations, that your skincare products meet. Particularly on your product packaging, as this will reassure your customers about the integrity of your business.
When it comes to Selfnamed, you can read all about compliance and certifications of our products here.
Selfnamed Performance Skincare Routine Sample Set
To bring this all to a conclusion, personalisation is indeed the key to a successful skincare brand. It enables you to differentiate your brand and your products, enhance customer experience, and boost brand visibility. It doesn't matter, if you're just getting started, or you're already an established brand looking to revamp your image. Furthermore, it's worth investing in personalised packaging through a private label skincare manufacturer to achieve significant benefits.
By putting efforts into unique, customised and thoughtful packaging, you can create a strong, memorable brand identity that will resonate with your target audience and stand out in the competitive skincare market.
How To Start Your Own Skincare Line Using Selfnamed
Selfnamed is here to help create your own skincare line by making the process as simple and seamless as possible. As soon as you decide on your ideal customer and product range, there are only a few simple steps to take:
Select product sample sets. You can choose from more than 30 high-quality, organic or natural certified skincare products made in Northern Europe.
Add your style. Selfnamed offers an easy-to-use design studio to create labels and packaging. You can work with pre-made print-ready templates or create your design from scratch. You can also choose our design service.
Start selling your products. There are no minimum orders, meaning you can easily adjust the volume to your needs.
Before making a custom order, we recommend looking at our sample set selection. These sets contain curated product lines for different skin types, letting you choose the best products for your brand. This way you can test the products — their consistencies, textures, fragrances, as well as packaging quality.
There are the basic steps on how to start a skincare line from the comfort of your home. Best of luck with your new endeavour!
