Mindful Packaging: Communicate Positive Messaging with Your Personal Care Product Label

For the last several years, the messages coming from major players in the beauty and personal care industries have veered toward the promotion of positive self-image rather than adherence to traditional beauty standards. Inspirational marketing campaigns that focus on self-love and authenticity are increasingly common. Beauty and personal care brands have broadcasted empowering messages about traditional gender roles, double-standards, and healthy body image. For many brands, physical enhancements are no longer the end goal of their products; rather, health and well-being have taken center stage, not only for innovative start-up companies but also among large and long-time players in the industry like Dove.

While marketing efforts, from social media outreach to more traditional campaigns, play an important role in communicating your brand identity as a positive force in the personal care industry, product packaging is another creative outlet for you to get your message out and create the first link in the chain of customer loyalty. The value of a holistic and authentic outreach program cannot be understated, but using your label and packaging to instantly communicate your purpose with potential customers is the first step toward engagement.

Mindful Language Use

Skincare brands are frequently taking advantage of their labels and packaging to express messages of wellness and sustainability. One way to express your message is simply through the language you use on your labels. Using descriptions like “nourishing,” “healing,” and “purifying” can create a customer-friendly approach that focuses on how the product will provide benefits to the buyer that extend beyond superficial “beauty” enhancements. By using language on your labels and packaging to share messages that promote self-care rather than physical beauty, you will be able to establish a connection with customers that is deeper, more personal, and capable of creating brand loyalists.

Informative Graphics

Another way to share your positive message with your customers and potential customers is through the use of informative graphics. The trend toward minimalistic packaging and label design in the personal care industry has been growing over the last several years and shows no sign of slowing. If you want to take advantage of this trend towards simplicity in design and share information with your customers about your brand mission and goals, informative labels in the form of straightforward yet engaging graphics is a great way to do so. Rather than including tiny text that lists your product features, you can use various small graphic symbols that communicate the same information in a more appealing and easy-to-digest way.

Many of these graphics are relatively standard (think the NON GMO Project and Cruelty Free logos), but the options are limitless when you print with Inovar Packaging Group. You can create your own graphics that are easy to scan and digest, communicating your brand message to your customers instantaneously.

Sustainable Packaging and Label Design

While communicating a positive brand image for your personal care company through language and graphics can be very effective, proving that you care about more than conventional beauty standards through the use of sustainable labels and packaging can have even more of an impact.

While the trend toward more natural consumer goods has been in the works for decades, the push for more sustainable packaging has grown exponentially just in the last few years. Brands who want to sell to a growing segment of consumers who insist on products that have less impact on the environment need not only to create great products, they need to think about the impact of that product’s packaging.

At Inovar Packaging Group, we have long recognized out partners’ needs for sustainable options when it comes to labels and packaging, especially in ultra-competitive and diverse markets like personal care products. Learn more about some of our sustainable label and packaging options here.

According to Kantar’s Purpose 2020 study, brands that consumers think have a positive social impact grow at double the rate of other brands. Many in the beauty industry have recognized this trend and are shifting their focus from external beauty to integrated wellness, creating brands that truly stand for something. Conscious consumers and the demand for products that go beyond traditional beauty norms are driving this force, and by using positive messaging on product labels and packaging, you can create an experience for customers that supports your other initiatives to meet customers where they are.

Inovar Packaging Group provides an assortment of personal care label solutions to support your brand identity and purpose and help you create a lasting impression. Contact us now to get started.