Reaching consumers is increasingly becoming difficult. But product packaging actually has the potential to effectively communicate with consumers directly and drive a massive growth of customer base. However, most brands some sort of distinctive personality that connects with consumers emotionally. Many product marketing is done with a focus on the functional benefits only.

Packaging can actually offer more than just the simple role of protecting a cosmetic product from damages - it can play a strategic role of creating a unique image of the product. It can demonstrate the features of the product, give a consumer the confidence that the cosmetic does what the manufacturer promises.  Check out these 5 tips to help you create effective cosmetic promotion packaging.

Evoke emotions

The power to conjure emotions is actually the hallmark of amazing brands and a characteristic that sets them apart from. Successful cosmetic brand begins with a great idea and employ packaging as a tool to transcend its products and evoke positive emotional responses from consumers. Emotion is an important element that can change rational choices into brand experiences. Let your packaging make the consumer feel great and satisfied with the product they purchase and use.

Avoid following colors for what they simply symbolize

One may be tempted to use a certain color due to what it symbolizes, such as white to mean purity. However, first take a look at what competitors are using on the packaging. For example, a brand may consider using a green color for their cosmetic packaging to mean that it is organic and free from harmful chemical components. Such a tactic has worked for some brands, but it reduces differentiation of products amongst competitors dramatically. Remember that about 70 percent of purchasing decisions are often arrived at the point of purchase, its therefore critical to have a packaging color scheme that makes your product stand out.

Slash down on the product, not the prices

Some companies may feel the urge to raise their cosmetic product prices just to boost revenue. However, in a tight economy most customers are likely to walk away from such a product. So the best compromise would be to retain your product price and use a new packaging to carry less product. This can surprisingly work miracles without the consumers feeling deceived. Usually, consumers are not always good judges when it comes to product volume, especially with cosmetic products that are packaged in little amounts. For instance, cosmetics and most other products packaged in tall containers often are considered to have more volume than those packaged in short containers but carrying equivalent amounts. So if thinking about cutting down your product volume, consider getting a bold and unusual design for its packaging.

Consider green packaging

If consumers have environmental concerns, you might want to consider packaging characteristics such as being derived from reusable or recyclable materials.  Green packaging is becoming more of a concern and cosmetic promotion packaging should at least include some sense of it.

Employ proper labelling of organic products

Most consumers are more likely to choose a cosmetic product especially when it has a packaging with certified organic seals as an assurance that it is indeed organic. United States relies on USDA. On the other hand, ECOCERT is among the most renowned independent certifiers of cosmetic products. It does inspections in over 80 countries worldwide. However, in US, it cannot substitute USDA certification. Therefore, ensure that cosmetic promotion packaging has the proper labelling according to the market you intend to sell it in.