Private Label Cosmetics: Suitable Packaging Materials

Packaging for conventional cosmetics products needs to be both attractive and practical. The same concept applies to private label cosmetics, especially for items that are promoted for quality as well as affordability. Major brands usually have a built-in advantage due to wider exposure in the market. A private label can gain an edge by using more sustainable and durable packaging materials.

Common Packaging Materials

Cosmetics products, as well as food and drug products, are commonly packaged with materials such as plastic, tin, aluminum and glass. These materials are durable, protective and flexible enough to take many different shapes.

Glass is the oldest of these packaging materials in the history of cosmetics since the industrial age. A primary reason glass has been a popular choice is that it's transparent, allowing consumers to see the actual product. Glass is also very strong and allows for air tight containers such as bottles. The main drawback, however, is that glass can break or crack, even though it can last a long time.

Plastic also allows for transparency. Other advantages include that it's low cost to produce, lightweight, durable and is flexible enough to be shaped in any way imaginable. Furthermore, plastic is easy to manufacture. The reason plastic is considered a sustainable material is that it can be recycled, along with glass and metals.

Historically, metals have been viewed as the strongest containers for longevity and can be easily and fully recycled over and over again. Modern plastics made of engineering-grade plastic resins, however, can be just as reliable to resist heat and preserve products. Biodegradable plastics have sustainable qualities and are an alternative to fossil fuel materials.

Paper and cardboard are sustainable in the sense that they can be recycled, but they are among the least durable types of packaging. Durability is important for shelf life.

Why Sustainability Matters

One of the ways to gain a competitive edge over major cosmetics brands is to market private label cosmetics with an emphasis on sustainability. A growing number of consumers are concerned about protecting the environment. Women, who are the primary target market of cosmetics, are particularly interested in contributing to a cleaner planet. So it only makes sense to consider sustainable packaging materials, especially if market leaders are not paying attention to sustainability.

Consumers view materials that can be recycled as a positive solution for waste reduction. Makers of disposable and perishable products need to pay attention to such sustainability issues, since they are in a position to be leaders in the green movement. Mass production does not have to be synonymous with mass pollution if the materials can be reused over and over. Metals, plastic and glass can be melted and transformed back into reusable raw materials.

Another key dimension to sustainability is environmental and human health safety. Sustainable packaging plays a role in helping remove and reduce harmful chemicals from the production process. The manner in which materials are disposed after being used by the consumer is another concern.

Toward a Greener Image

The more private label cosmetics packaging moves toward sustainable solutions, the more the brand can promote itself as helping make the planet greener. Sustainability is an issue that doesn't make the headlines much in the media, yet environmental protection has become a top global issue. Businesses can no longer afford to dismiss the environment as just a divisive ideological issue.

According to the British Plastics Federation, the three pillars of sustainability involve seeking materials that are environmentally, economically and socially sustainable.

Companies that are making an effort to take environmental safety seriously have a chance to be perceived as modern and futuristic. Younger people are paying close attention to sustainability since they view it as detrimental to their future. If major brands choose to ignore the values of young people, it creates strong possibilities for private label cosmetics brands to stand out as more desirable alternatives.

Choosing Suitable Materials

The most suitable packaging materials for private label cosmetics will depend on multiple factors beyond sustainability. Economics is a primary concern since material costs affect profit margins. The most durable materials are usually not the most affordable.

Since cosmetics are closely associated with beauty as a branding theme, image and visual impact cannot be sacrificed. In that sense, shape, size, weight and color are all important factors. So the product, whether it's liquid, powder, cream, gel or any other substance, will largely determine which materials are most suitable.

Keeping the overall weight of the package as light as possible is an economic concern when it comes to shipping. Compact size is another design issue since many cosmetics products are meant to be carried in purses. Size may affect number of units that can be shipped. The advantage to a private label brand is that it can work with a manufacturer to customize its products and packaging.