Craft Cosmetics Packaging Trends

According to an industry analysis conducted by Grand View Research, the craft cosmetics industry is on pace to become a $16 billion industry by 2020.  This trend represents an opportunity for small retailers to capitalize on the hot concept of "seasonal and local" when sourcing products for both brick-and-mortar and online specialty sales. To better understand the opportunity at hand, let's take a closer look at some of the forces shaping this trend.

• Organic and local: Green is queen in the world of women's marketing, especially in the health and beauty sector. According to WomensMarketing.com, research shows that 54% of women prefer organic skin products and plan to purchase them in the future.  Greater awareness of the endocrine-disrupting chemicals commonly used in the production of such products leads to an "if you can't eat it, don't wear it" mentality. In addition, the reliance of mass-produced cosmetics on petroleum by-products flies in the face of efforts to reduce production of fossil fuels.   
• Cultural marketing: Local craft make-up brands capitalize on another current market force, popular specifically among millennials: cultural marketing.  In the past, cosmetic branding downplayed cultural and ethnic differences and promoted a more generic beauty ideal.  Now, new brands emphasize and value differences between Caucasian, Latino, African-American, Asian and blended-ethnicity customers.
• Indie brands: With the rise of social media as a marketing platform, indie brands offer the unique points-of-view and intriguing brand "voices" that motivate today's women.  The hottest brands tell a story and create a sense of community through their philosophy, their marketing strategy, and even their ingredients.

An enormous opportunity exists for retailers who can leverage the trend of craft cosmetics in innovative ways.  One simple strategy, the packaging of cosmetics according to themes that resonate with a "seasonal and local" ethos, can be used to showcase the unique selling points of products in both brick-and-mortar and online settings. Reusable packaging, including tree-free, linen pouches, and zippered vinyl make-up bags, conveys an overall philosophy of sustainability while allowing for customization in merchandising (think a mix-and-match of products along seasonal, local and/or cultural lines).  


Contact us to learn more about how we can help you find the perfect packaging for your cosmetic items.