Designing appealing cosmetic labels isn’t an easy task, given the ever-changing compliance guidelines and consumer demands. So, it’s important to stay updated on the factors and trends shaping the labeling industry.
That’s why we’ve covered the current factors influencing the cosmetic labeling industry and included important tips to ensure that your labels stand out and ultimately improve product sales and revenue.
Let’s get started!
Cosmetic labels should look appealing and withstand repeated exposure to the product’s ingredients and external elements like water and oil, so the labels don’t wrinkle or fade away.
This is a technical difficulty most companies face, so we’ve included a few tips you can employ to make the label functional and aesthetic:
I. Choose the right materials
Apart from being aesthetic and durable, labels must also adhere to the surface of the product container. So, it’s important to choose the right adhesives and label materials based on the product’s intended usage and the environment it will be subjected to.
For example, clear Bi-axially Oriented Polypropylene (BOPP) labels and ultra-clear permanent adhesive help you achieve the high-end, transparent “no-label” look that retains its durability even in damp conditions.
Plus, it adheres to glass and hard plastic containers, so it’s a great option for labeling shampoo and conditioner bottles.
II. Laminate Your Labels
Laminating your labels protects your labels from being tarnished by oil, grease, dirt, stains, etc., enhances the appearance, and provides extra protection to your products when they’re transported. So, they’re ideal for personal care products that are usually stored under the sink.
The best part is that you can choose between different types of lamination based on the type of appearance and texture you want your label to have.
For example, soft-touch laminates emulate a velvety appearance, while leather laminates give leather's wrinkled and weathered effect.
III. Choose A Printing Process
The printing process for your labels varies depending on the label's appearance, the number of labels, type of surface to be printed, price, etc. So, speak to your printing solution provider about the printing process that'll best fit your requirements.
For example, you can use a screen printing process if you want to give your label a textured appearance.
If budget is your concern, you can use a flexographic printing process to print a large number of labels at affordable costs without compromising on quality.
2. Regulatory Compliance
The cosmetics industry is highly regulated and must adhere to stringent guidelines set by regulatory authorities like the FDA. And companies can’t afford the consequences of not adhering to compliance as it leads to loss of reputation and product fines. Efficient label management is essential to ensure compliance and make labels look appealing at the same time.
According to FDA, every cosmetic product label must include the following mandatory label statements:
- Statement of identity: This includes the common or fanciful name of the product (if the cosmetic’s nature is obvious.) You can also use a graphical representation to convey the nature of your product.
- Name and place of business: The address of the manufacturer or the distributor.
- Net quantity declaration: The quantity of cosmetics in your product container in terms of weight or liquid measure.
- Ingredient declaration: The ingredients present in the cosmetic in descending order of predominance.
- Warning statements: These statements are added in a cosmetic to prevent accidental injuries and adverse reactions resulting from the usage of cosmetics.
All the statements mentioned above must be conspicuous and adhere to a certain size so consumers can see labels clearly (you can read more on FDA compliance here and download a FREE checklist.)
But it’s hard to make labels appealing if manufacturers are focused too much only on compliance. So, here are a few tips you can follow to comply with regulations and make labels look appealing at the same time:
- If your product is too small or held in tightly compartmented trays, you can include the ingredient declaration on leaflets to save space on your product labels.
- Use peel and reseal booklet labels to include important information while maintaining the aesthetics of your product.
3. Shelf Appeal
A recent study conducted by Packaging World showed that 75% of shoppers purchased products they looked at the longest. Here’s a graphic showing which graphic elements they looked at the most:
Source: Packaging World
This shows that your product will remain unsold if it doesn’t have enough shelf appeal to grab the viewer’s attention and make them check it out. That’s why we’ve included a few tips that’ll help make your label stand out.
I. Use “Emphasis” In Your Label Design
Emphasis is a design strategy that aims to draw consumers’ attention to a specific part of the label. It’s done by creating a focal point: an eye-catching element that appears distinct from the remaining elements to shift the viewer’s focus towards that element. These can be created using different shapes, contrasting colors, or varying textures on your label.
You can create a focal point to highlight claims like vegan, cruelty-free, eco-friendly, etc. or direct them towards the USP of your product and product identity, so your labels stand out and more consumers check out your product.
II. Use Enticing Copy In Your Labels
While design helps your labels stand out, using the right words helps consumers connect with your products and persuade them to purchase it. But labels only have limited real estate, so finding the right verbiage to go on your labels can be a challenge. Luckily, we’ve got you covered with a few tips:
- Focus on the benefits: Add the benefits of using your product to the front portion of your label and add the features to the back of your label. For example, Soft, silky hair is the benefit and the compound that causes the effect is the feature.
- Keep it short: Shoppers make purchase decisions in a split second and the best way to grab their attention is to make your label statements more concise and easy to read.
- Incorporate adjectives: Use words like silky, luxurious, proactive, radiant, etc, to emphasize the benefits of using your product.
III. Highlight Important Ingredients with Images
If you’re selling products in which the ingredients used are popular and trending, use visuals depicting the ingredients to grab the viewer’s attention and make your product stand out.
For example, Argan seeds products are in high demand, so WOW skin science’s Argan oil shampoo has visuals of the seeds to draw the consumers’ attention to their product.
Maintaining compliance, staying ahead of the curve, and making your labels stand out is a cumbersome process. But the tips mentioned above will help you strike the right balance.