Brand Management

Packaging Design

Daniella McNulty
 Daniella McNulty
Hello! It’s lovely to meet you.

• CMO & Artist

• Freelance Consultant based in Paris

• Originally from London, U.K. & Taipei, Taiwan

• Languages : English, Chinese, French, “Spanish”

• Lived & worked in : U.K., France, Netherlands,

Taiwan, Hong Kong, South Korea & Singapore

• Working since 2010, all questions are welcome!

Brands (CDI / client) :
Packaging Design

Daniella McNulty
Packaging Design : Course Outline – Class 1 – daniella.mcnulty@gmail.com
Packaging Design : Course Outline – Class 2
 Packaging Design : Course Outline

Type Group or Individual Title When Duration % weight in final grade

Case Study group

CA* Group Last lesson 15min per group 50%
presentation

Every other
CA* Individual Quiz QCM 30min approx. 50%
lesson

*Continuous Assessment : CA
*Final Exam : FE
 Packaging Design : Course Outline

The aim of this course is to cover :

• Introduction to packaging design
• Different types, techniques used in packaging design
• The importance between different materials and forms
• The relationship between brand identity and packaging design
• The need to use renewable and sustainable materials in the design of packaging
• Environmental, green and sustainable issues in the package design industry
 Packaging Design : Course Outline

The aim of this course is to cover :

• Introduction to packaging design
• Different types, techniques used in packaging design
• The importance between different materials and forms
• The relationship between brand identity and packaging design
• The need to use renewable and sustainable materials in the design of packaging
• Environmental, green and sustainable issues in the package design industry
 Packaging Design : Course Outline – RNCP competences

1.4 Proposer un positionnement de marque ou produit.

1.5 Etablir une offre répondant aux besoins du marché

2.6 Construire un plan de développement commercial et marketing.

2.7 Assurer la mise en place et le suivi des actions de promotion des ventes
2.8 Analyser la distribution numérique et la distribution en valeur
2.9 Elaborer une campagne de marketing direct

3.12 Définir les scenarios de l’expérience utilisateur souhaitée.

4.18 Coordonner le travail des équipes marketing et commerciales

CO1.1 Proposer une stratégie marketing dans l’industrie du luxe et/ou de la mode
CO1.2 Etablir le plan de communication d’une maison de luxe et de mode
CO1.3 Animer une équipe marketing

CO1.6 Intégrer les nouvelles tendances au portefeuille de marques ou à la gamme de produits

 Packaging Design : Introduction

Source : https://www.statista.com/markets/415/topic/467/cosmetics-personal-care/#statistic1, https://www.statista.com/markets/415/topic/467/cosmetics-personal-care/#statistic4

 Packaging Design : Introduction

Source : https://www.statista.com/markets/415/topic/467/cosmetics-personal-care/#statistic1, https://www.statista.com/markets/415/topic/467/cosmetics-personal-care/#statistic4

 Packaging Design : Introduction

Source : https://www.statista.com/statistics/828715/market-value-of-cosmetic-packaging-worldwide/
 Packaging Design : Introduction

Source : https://www.interpack.com/en/Discover/Tightly_Packed_Magazine/COSMETICS_PACKAGING/News/Growth_of_the_global_cosmetics_packaging_industry
 Packaging Design : Introduction

Source : https://www.interpack.com/en/Discover/Tightly_Packed_Magazine/COSMETICS_PACKAGING/News/Growth_of_the_global_cosmetics_packaging_industry
 Packaging Design : Introduction

Source : https://www.interpack.com/en/Discover/Tightly_Packed_Magazine/COSMETICS_PACKAGING/News/Growth_of_the_global_cosmetics_packaging_industry
 Packaging Design : Introduction

Source : https://www.interpack.com/en/Discover/Tightly_Packed_Magazine/COSMETICS_PACKAGING/News/Growth_of_the_global_cosmetics_packaging_industry
 Packaging Design : Introduction

Source : https://www.interpack.com/en/Discover/Tightly_Packed_Magazine/COSMETICS_PACKAGING/News/Growth_of_the_global_cosmetics_packaging_industry
 Packaging Design : Introduction

Source : https://www.interpack.com/en/Discover/Tightly_Packed_Magazine/COSMETICS_PACKAGING/News/Growth_of_the_global_cosmetics_packaging_industry
Different types & techniques used in
packaging design
 Packaging Design : Different types & techniques used in packaging design

Primary packaging = Holds Secondary packaging = Outer Tertiary packaging = Combining

your main product (for packaging for display and on-shelf multiple packages for storing and
example, a bottle of perfume) storage. (for example a cardboard box logistics, typically seen in
that holds the bottle of perfume) warehouses
 Packaging Design : Different types & techniques used in packaging design

Types of plastic for beauty cosmetic packaging

The beauty industry is heavily reliant on plastic – not only what’s on the inside of the products
and what they are contained in, but also the tools and equipment and many other items that allow
beauty professionals to do their work.

PROS CONS
 Lightweight  Requires a lot of water to produce
 Practical, easy to clean  Difficult disposal
 Versatile, strong, flexible  Many plastics leak bisphenol A (BPA) and
 Easy to personalize (decoration) other carcinogens, endocrine disruptors and
 In some instances, even having a smaller toxic compounds
carbon and environmental footprint than its  Often does not pass life-cycle assessment
glass and metal counterparts (LCA) product tests

Sources : https://vujadecreative.solutions/7-common-plastics-in-the-beauty-industry/
 Packaging Design : Different types & techniques used in packaging design

Types of plastic for beauty cosmetic packaging

There are approximately 45 different kinds of plastics that can be used for beauty cosmetic packaging, here are the main
families :

1. Polyethylene terephthalate (PETE or PET)

2. High-density Polyethylene (HDPE)
3. Polyvinylchloride (PVC) PP PET
4. Low-density Polyethylene (LDPE) (polypropylene) (polyethylene terephthalate)
5. Polypropylene (PP)
6. Polystyrene (PS)
7. Nylon

Sources : https://vujadecreative.solutions/7-common-plastics-in-the-beauty-industry/
 Packaging Design : Different types & techniques used in packaging design

Types of recycled plastic for beauty cosmetic packaging

There are several new types of recycled plastic emerging in the industry to eventually replace plastics (especially single-
use plastics) such as PCR. The main issue today is availability and supply, as the demand has grown disproportionately
over the last 2 years.

AirCarbon :
long-chain
thermoplastic
polymer
molecule

Sources : https://www.cosmeticsbusiness.com/news/article_page/You_may_want_PCR_plastic_packaging_but_can_you_get_it_right_now/198943
 Packaging Design : Different types & techniques used in packaging design

Types of glass for beauty cosmetic packaging

Type I = Borosilicate = Neutral Type II = Treated soda-lime Type III = Regular soda-lime

Borosilicate glass is more chemically inert than
soda-lime glass, great at resisting chemicals of
strong acids and alkalis, and can therefore
contain injectable products.
The difference between type II and type III glass containers is that
the inside of type II containers is treated with sulfur. Treated soda-
lime is useful for long periods or storage while regular soda-lime is
more chemical resistant, which is appropriate for general purpose
packaging.

Sources : https://www.desjardin.fr/en/blog/cosmetic-packaging-suitable-materials-for-cosmetic-containers#:~:text=The%20three%20main%20types%20of,and%2For%20aluminum%20and%20zinc.,
https://www.berlinpackaging.com/insights/packaging-resources/answers-to-questions-about-glass-types
 Packaging Design : Different types & techniques used in packaging design

Types of metal for beauty cosmetic packaging

Cd, Cr, Fe, Ni and Pb Anodizing Aluminum, Metallizing Glass

Cadmium, Chromium, Iron, Nickle and Lead
“Metal conveys ‘value’ to the consumer, and
has more longevity than plastic.”
• Different brands of sunblock creams depicted highest
concentration of Ni, Pb and Cr “Metallization and shine effects are associated
• Lipsticks had elevated levels of Fe with luxury,”
• Cd was maximum in lotions
• Regular use of these products can cause serious “They convey a sense of prestige, capturing
threat to human health, particularly skin cancer on the consumer’s attention on shelves and
long time exposure. online,”

Sources : https://www.sciencedirect.com/science/article/pii/S1319016420301092, https://www.beautypackaging.com/issues/2017-04-01/view_features/metals-metallics-for-makeup-that-shines/

 Packaging Design : Different types & techniques used in packaging design

Types of metal for beauty cosmetic packaging

Types of metal finishes (NOT very eco-friendly) :

 Embossing, debossing

 Metallic inks, varnishes, metallization : Plastic, paper, cardboard, glass

 Foil : “Foil effects deliver benefits that laminates and metallic inks can’t,” she says, adding:
“A foiled or embossed image on a package, or carton, instantly elevates a product’s perceived
worth.”

 “A holographic foil catches the consumer’s eye from all angles, since it reflects different colors
depending on the viewing angle. It has this advantage over traditional silver or gold foil,”

 Anodisation : Titanium colour varieties

Sources : https://www.beautypackaging.com/issues/2021-04-01/view_features/shine-on-metals-metallics-are-glamorous-green/
 Packaging Design : Different types & techniques used in packaging design

Types of metal for beauty cosmetic packaging

Types of metal finishes are ARE eco-friendly :

 Metal packaging can be eco-friendly, especially since it’s made to last. “Refillable packaging represents a long-lasting trend
in the beauty industry, and we manufacture beautiful metal products that are worth keeping for a long time,”

 Aluminum is the most preferred type of metal for packaging in terms of sustainability, because “Aluminum is infinitely
recyclable—it’s the most recycled material in the world.”

 ABA’s Envases line of threaded neck aluminum bottles are refillable. “The
threaded necks allow for re-sealing and re-use with a pump, dropper, or cap,”
+ “We also offer large neck openings, to ensure there are no issues” +. “Eco-
responsibility is not just an option anymore, it is a real requirement for all
beauty brands,”

Sources : https://www.beautypackaging.com/issues/2021-04-01/view_features/shine-on-metals-metallics-are-glamorous-green/, https://www.beautypackaging.com/contents/view_breaking-news/2021-04-23/love-beauty-and-planet-

announces-sustainability-initiatives/?widget=listSection
 Packaging Design : Different types & techniques used in packaging design

Other considerations for luxury beauty cosmetic packaging :

Opting for materials that can be recycled, reused, or biodegradable can be preferable. Glass and aluminum
containers are extremely recyclable and therefore ideal options for environmentally-friendly brands.

Relative to other plastic choices, PET plastic containers are considered to be much more eco-friendly due to
their recyclability and lower carbon footprint. Investing in ECOCERT verified or Fair Trade products can
also be useful in strengthening an eco-friendly brand statement.

Whether or not sustainability forms an important core of your company's brand identity, it is important that
all cosmetic brands take proactive steps towards protecting our ecosystems, conserving natural resources, and
contributing to the overall safety and integrity of the environment and human life.

Sources : https://www.newdirectionsaromatics.com/blog/products/successful-cosmetic-packaging-for-beauty-and-personal-care-brands.html#:~:text=the%20brand%20image.-,TYPES%20OF%20COSMETIC%20PACKAGING
%20MATERIAL,plastic%2C%20glass%2C%20and%20metal.&text=Due%20to%20its%20flexibility%20and,cosmetics%20and%20personal%20care%20products.
 Packaging Design : Different types & techniques used in packaging design

Types of cardboard for beauty cosmetic packaging

L'Oréal is the first cosmetic company in the world to join the Paper Bottle Community project from the Paper Bottle
Company (Paboco®).

In addition, L’Oréal also wants to switch their complete range to exclusively refillable, reusable, recyclable or
compostable cosmetic packaging by 2025.

Sources : https://www.loreal.com/en/news/commitments/loreals-latest-innovation-for-more-sustainable-packaging-the-paper-bottle/, https://www.interpack.com/en/Discover/Tightly_Packed_Magazine/COSMETICS_PACKAGING/

News/Cardboard-based_cosmetic_packaging
 Packaging Design : Different types & techniques used in packaging design

Types of cosmetic packaging decoration processes

Hot Foil Stamping

In the cosmetics business, hot stamping, often called foil printing, has recently become popular. The procedure involves
printing custom graphics and trademarks into the packaging material at a very high temperature. After drying, hot stamped
receive a variety of finishes, including semi-matte, glossy, and matte.

Sources : https://blog.pacdora.com/a-complete-guide-to-hot-stamping-cosmetic-packaging/
 Packaging Design : Different types & techniques used in packaging design

Types of cosmetic packaging decoration processes

Cold Foil Printing / Stamping

The ‘hot’ refers to the heat and pressure necessary in that process, while cold foil relies on ultraviolet light rather than
temperature.

Whether in sheet-fed lithographic or flexographic printing, cold foil can be applied inline. Foil is dispensed from a roll
mounted inline and laid over the substrate, which has a UV adhesive printed in the desired pattern. A pressure roller seals the
foil to the sheet before exposure to a UV lamp cures the adhesive and locks the design in place. You can customize foils by
applying CMYK or PMS colors to traditional silver or gold foils.

Sources : https://www.oliverinc.com/blog/hot-foil-stamping-vs.-cold-foil
 Packaging Design : Different types & techniques used in packaging design

Types of cosmetic packaging decoration processes

Screen Printing

Silk screen printing means that the ink is transferred to the substrate through the mesh of the graphic portion by the extrusion
of the squeegee to form the same graphic as the original. The screen printing equipment is simple, easy to operate, simple in
printing and plate making, low in cost, and strong in adaptability, and allows the company to display product and brand
information through graphic printing.

Sources : https://tatapack.com/quickly-understand-the-silk-screen-process-of-cosmetic-packaging-materials/
 Packaging Design : Different types & techniques used in packaging design

Types of cosmetic packaging decoration processes

Thermal Transfer Printing

Thermal transfer printing will often be used to display lot numbers, barcodes and in some cases, extra details such as the shade
of the product.

It is important for the print to be long-lasting as the barcodes and labels will be used right up to the point the product reaches
the stores (for inventory control) and comes into contact with the customer (at the checkout). Therefore, the print need to be
scratch and smudge resistant.

Sources : https://www.thermaltransfersolutions.com/application/cosmetics/
 Packaging Design : Different types & techniques used in packaging design

10 min case study

⠀⠀⠀⠀⠀⠀⠀⠀⠀
Green Buddha is an ethical luxury cosmetic start-up company looking to disrupt the market with
their new moisturizing range and its sustainable circular economy actions.

They’re looking for a range of eye-catching packaging that jumps off the shelves at the consumer
and doesn’t blend into the already noisy “greenwashing” surroundings. ⠀⠀⠀⠀⠀⠀⠀
⠀⠀⠀⠀⠀⠀⠀⠀⠀
It’s all about stand out quality in the designs and they want to pick 3 key packaging design materials
to be featured in all of their creations, as part of their graphic charter.

Which types and techniques would you pick?

It is entirely up to you, run with it!

⠀⠀⠀⠀⠀⠀⠀
 Packaging Design : Course Outline

Next lesson :
• Introduction to packaging design
• Different types, techniques used in packaging design
• The importance between different materials and forms
• The relationship between brand identity and packaging design
• The need to use renewable and sustainable materials in the design of packaging
• Environmental, green and sustainable issues in the package design industry