Features

Beauty Packaging ‘Sparks Joy,’ Rallies for a Cause—& More

How 6 beauty brands use package design to connect with consumers—& suppliers that offer eco-friendly decorating solutions to achieve a brand's design goals.

Marie Redding, Senior Editor11.28.22

An eye-catching decoration—and partnering with the right beauty packaging suppliers to achieve it—is a sure way for a brand to connect with consumers. Package design uses visual cues to help a brand capture attention and inspire trust. "The bottle is the silent salesman," says Mark Rosen, package designer.

But, brand relevance is no longer about having the right look, nor is it only about cultural relevance. Edelman explains in its Trust Baromater Report that consumer views have changed. Branding and design 'rules' have evolved, as well.

For a brand to be relevent, equal parts “culture, purpose, and society,” are required,