One of the biggest trends in cosmetics over the holiday season is that of giftable packaging. This could mean many things, such as packaging that already resembles a wrapped gift or keepsake packaging that consumers will be able to keep and reuse. For those of us in the cosmetics industry, the holidays mean gift set mania.
According to Queens packing.nearly half of shoppers in RetailMeNot’s shopper trend report intended to begin holiday shopping before November this year, and finish by Black Friday. While we’re not entirely sure if all participants were able to accomplish that goal, it does show how prepared cosmetic companies need to be — and how early. Black Friday used to signify the beginning of the shopping season, but is now becoming a last minute sale. That being said, many companies are already working on gift sets for 2016.
Likely, it’s too late for you to change your holiday campaign. However, here are some ideas to get you inspired for next year.
Cosmetic Sets
Shoppers look for value in their holiday gifts. You can tell that makeup sets satisfy that need from just one peek at Sephora’s website between October and January. Whether your set be lipsticks, eye shadows, mascaras, fragrances, or a combination, customers want variety in a gift set.
After all, it’s difficult to guess another person’s makeup preferences. Variety makes customers more confident about their gift purchases. Check out one of Sephora’s most popular gift sets on the right and notice how it has something for everyone.
Choose a Theme
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By theme, we don’t just mean “holiday,” but packaging that aligns with your brand as well as the products you’ve included in your holiday gift sets.
In the picture on the right, you can see the company GlamGlow incorporated the colors used in individual products into the set packaging. They’ve also added a holographic foil bow to make it festive.
Keepsake Packaging
The idea of reusable packaging is always intriguing to the customer — even more so when that packaging appears to be of high quality. Typically, this strategy is reserved for luxury brands, as keepsake packaging tends to drive up the price.
Placing your items in keepsake items that customers can collect and display will generate a buzz about your product. Everyone will want it not only for the products they love, but for the limited edition items they receive as well.
