Direct-to-consumer (DTC) brands used to be all about the product. They had to be, the whole point of DTC was to deliver a better product than what was available in stores. The custom squeeze tube packaging it came in wasn’t even a consideration.
But today, DTC is big business, and custom cosmetic skincare tube packaging is a key component of the overall customer experience. It’s often the first thing customers see when their orders arrive and should be an extension of the brand. Plus, it plays multiple roles in delivering products safely and sustainably.
In order to make sure your packaging checks all the boxes that consumers and retailers expect, you need to consider the following important factors:
Preserving the integrity of the product:
Customers today have become accustomed to personalized, exciting unboxing experiences from direct-to-consumer brands. From the materials used to the design, every detail of your squeeze tube matters and should be considered when creating an ecommerce packaging strategy.
Brands must take into account the multiple roles that their packaging plays. First and foremost, it must convey an accurate brand message with an exciting unboxing experience. Secondly, the design and shape of your packaging must be consistent with your brand messaging, but it should also be practical. Consideration should be given to how your product will be used by the consumer and how they’ll store or dispose of the cosmetic tube packaging once they have finished using your product.
While DTC brands have the advantage of selling directly to customers who expect (and pay for) premium quality products, you can’t always guarantee that said customers will be home to accept their deliveries. This means your products may have to sit outside for several hours before they are brought inside. So, it is necessary to use sustainable material in your squeeze tube that is high-quality and sustainable! More and more cosmetic tube manufacturers offer green cosmetic packaging materials that develop sustainability.
In short, sustainable squeeze tube packaging helps direct-to-consumer brands kill two birds with one stone: it boosts customer satisfaction and protects their bottom line.
Understanding the function:
If you’ve got a strong visual identity for your business, then it needs to translate into your product packaging design. For example, if you use a particular typeface on all of your marketing materials, then this should be reflected on the outside of the box and perhaps even inside too.
You can also add color through dyeing or printing boxes, or by including color-coded tissue paper or bubble wrap inside the package.
Sustainable skincare tube packaging is made from materials that are biodegradable or recyclable. But that doesn’t mean every type of sustainable material will work for your products. For example, paper bags with handles may not be suitable for heavier items.
The materials and structure cosmetic tubes manufacturers choose for your custom tube packaging affects how well it performs its basic function: keeping your products safe and sound during transit.
Invoking brand loyalty:
As a powerful marketing tool, skin care tube packaging helps your product stand out, both on the shelf and in consumers’ minds.
When it comes to ecommerce cosmetic squeeze tube packaging, however, it’s important to remember that a customer isn’t physically dealing with the package when they purchase your product. In this case, you can’t rely on the way it looks and feels to connect with them.
You should still develop packaging that resonates with your customers and helps you build brand loyalty. This is done through thoughtful design that takes their needs into consideration.
For ecommerce brands in particular, skin care tube packaging plays a vital role in how customers interact with products before they’ve even tried them.
Packaging and branding are two sides of the same coin. Most people don’t think about it that way, and that’s fine. As an ecommerce business, you do have to think about it. That’s because your packaging is your only physical representation when selling online.
The ecommerce customer experience is purely a visual experience, so how a skin care tube looks is the most important thing. But considering how many moving parts there are, the process is much more complex than it might seem and there are many things you need to consider before you can nail down the perfect design. So, if you need the help of an experienced cosmetic tubes manufacturer along the way, let Lisson know!