What type of mascara packaging is right for your product?

When it comes to key make-up products, mascara is up there in the top three. Ask any make-up-wearing individual which one cosmetic product they couldn’t live without, and, more often than not, the answer will be mascara.

So, with mascara being ubiquitous in our make-up bags, it’s essential that cosmetic brands really get it right when designing this product. It’s not just about nailing the formula. It’s also vital to ensure the packaging is up to scratch. This begs the question: what type of mascara packaging is right for your product? Let’s take a closer look:

  • Material:The type of material you use will depend on the target audience you want to appeal to. For instance, if you’re a clean beauty brand that’s looking to capture the hearts of eco-conscious consumers, then consider opting for mascara packaging components that are made from sustainable materials, such as bamboo. Alternatively, if you’re a luxury brand that’s interested in appealing to a more affluent demographic, then weighty mascara components are your best bet, as they have a more luxurious feel.
  • Color:Another important consideration to make is the color of your packaging. Bright, bold colors, such as those used by Maybelline, will help to attract a younger generation of make-up wearers. In contrast, gold colors and metallic packaging appeals more to an older demographic.
  • Brush type: Next up, you’ll want to think about what brush type to go for. Is your formula better suited to bushy bristles, a curved wand, or a precise ball? Your choice of brush will affect the application for the end user, so it might be wise to try a few different options before making a decision.
  • Size:Finally, think about the size of your mascara packaging. Do you want your product to be suitable for travelling? If so, it may pay to choose a smaller, more streamlined packaging solution. If you’re after the “wow factor”, then you may choose to prioritize an interesting shaped mascara component. Or, you could decide to use a dual mascara component, which provides you with the opportunity to use two different wand types at either end and thus enhance the versatility of your product.

Are you on the hunt for the right mascara packaging for your product? Don’t hesitate to reach out to speak to one of our packaging experts. We’ll be more than happy to help.