This is part two of our three-part series on sustainable cosmetic packaging. In part one, we discussed key considerations when choosing materials.
Cosmetic Packaging – Structure, Accessibility & Sustainability in One Design
Cosmetic packaging does more than just feature eye-catching graphics that showcases a brand. It’s the first interaction a shopper has with that brand—and that matters. Factors like strong visual impact, how the package feels in the consumer’s hand, how easily it opens, and how well it fits into daily routines or accommodates those with dexterity or vision challenges—are all critical considerations. Packaging structure can directly influence purchasing decisions. Today’s consumers are also more mindful of overpackaging, especially in cosmetics and personal care products. In today’s retail landscape, consumers prefer thoughtful packaging that must not only attract attention but also deliver on usability, sustainability, and inclusivity that is aligned with their lifestyle and budget —this is why smaller formats are gaining more popularity. This shift not only appeals to consumers’ lifestyles but also supports brands in their sustainability efforts, creating a win-win for both sides.
Small Format, Big Impact – The Shift to Compact, Sustainable Packaging
As sustainability becomes a business imperative, packaging design is evolving to do more with less. Brands are reducing material usage, downsizing formats, and exploring alternative materials as discussed in our prior blog.
As a Brand looks for solutions to meet state-mandated sustainability regulations, retailers’ sustainability objectives, and their own internal company environmental goals, packaging design is evolving to do more with less.
In response, we work with Brands to develop creative packaging structure designs that reduce the overall package sizes and material quantity used with new or existing structure. As sustainability becomes more ingrained in consumer packaging decisions, there’s a growing preference for smaller, more compact packaging. This trend is driven by several factors:
- Smaller quantities are better suited for products with shorter shelf lives.
- Compact sizes are more convenient for storage and for travel for consumers.
- Smaller can mean lower costs, making it more enjoyable for consumers to sample a variety of products without having to invest in full-sized versions.
- Smaller size allows retailers to optimize their retail shelf space, optimize online shipping, while meeting their packaging sustainability objectives.
As creative cosmetic packaging designs continue to shrink in size and reduce environmental impact, brands that prioritize both functionality and sustainability will be best positioned to earn consumer trust. This shift not only supports environmental goals but also enhances the overall user experience. At Rohrer – we recognize that this shift can be a longer journey for some Brands than others – and largely due to that necessary balance for retail packaging to meet the needs of product security, transparency, convenience and the desire to support a circular economy. Rohrer meets Brands right where they are; our experts work daily to consult and recommend designs that help elevate Brands more sustainably.
Inclusive, Creative Designs to Meet Users Needs
Now more than ever, the beauty packaging industry recognizes the need to be as inclusive as the people that use cosmetics. From young users to an aging population, from those with physical or visual limitations, everyone can benefit from cosmetic packaging that’s easier to use. For instance, individuals with arthritis may struggle to open certain packaging. Right-sized packaging, texturing, and easy-open features can significantly enhance accessibility for these individuals. Tactile indicators, Braille or raise markers, and high-contract colors between fonts and background will enhance readability for those with impaired vision. As consumer needs and expectations evolve, brands that prioritize usability for all will stand out in this competitive marketplace. Inclusive, user-friendly packaging is not just a moral imperative—it can be a Brand and business advantage. When consumers feel seen, respected, and empowered by the way a product is packaged, it can drive deeper emotional connection, brand trust, and long-term loyalty.
Conclusion: Design That Delivers on Every Front
In today’s changing marketplace, cosmetic packaging must do more than just attract attention. It must serve the needs of both the Brand and consumer while also meeting environmental goals. Moving into inclusive designs, smaller formats, and sustainable materials, brands can create packaging that is functional, accessible, and aligned with evolving consumer values. Doing this can impact sales and create brand loyalty. As consumers continue to seek out products that fit their lifestyles and reflect their values, well thought out, sustainable packaging will drive customers’ purchasing decisions.
At Rohrer, we offer expert design services that bring these ideas to life with structural packaging solutions that don’t compromise. Whether it’s inclusive features, compact formats, or eco-conscious materials, let us work with you to create packaging solutions that resonate with today’s consumers—and positions you for tomorrow. Learn more about these offerings today.
Stay tuned for the final installment of our blog series on sustainable packaging, where we’ll discuss key trends in high-impact printing effects.
