Mindful Packaging: Messages on Personal Care Labels
For the last several years, the messages coming from major players in the beauty and personal care industries have veered toward the promotion of positive self-image rather than adherence to traditional beauty standards. Inspirational marketing campaigns that focus on self-love and authenticity are increasingly common. Beauty and personal care brands have broadcasted empowering messages about traditional gender roles, double-standards, and healthy body image. For many brands, physical enhancements are no longer the end goal of their products; rather, health and well-being have taken center stage, not only for innovative start-up companies but also among large and long-time players in the industry like Dove.
While marketing efforts, from social media outreach to more traditional campaigns, play an important role in communicating your brand identity as a mindful personal care company, product packaging is another creative outlet for you to get your message out and create the first link in the chain of customer loyalty. The value of a holistic and authentic outreach program cannot be understated, but using your label and packaging to instantly communicate your purpose with potential customers is the first step toward engagement.
Skincare brands like our partners Organic To Green use their labels and packaging to express messages of wellness and sustainability. The language they use on their labels includes descriptions like “nourishing,” “healing,” and “purifying.” They also include informative graphics to quickly let customers know they are cruelty free and EWG verified. Their minimalistic design and packaging create a customer-friendly approach that focuses on how the product will provide benefits to the buyer that extend beyond superficial “beauty” enhancements. By using their labels and packaging to share messages that that promote self-care rather than physical beauty, they are able to establish a connection with customers that is deeper, more personal, and capable of creating brand loyalists.
Foxbrim Naturals is another of our partners in the skincare industry that uses simple design and mindful language to create awareness around promoting beauty and health naturally. Their labels are white with a simple sans serif font printed on a linen paper that adds texture and depth to the minimalistic design. Each product type has one word that takes center stage on the label to communicate the product’s benefit and, perhaps, the feeling that you can associate with using it: “radiate” and “pure” are two examples.
Each label also includes the slogan “natural that actually works,” a quick reminder that the brand was founded as a way to undermine the myth that beauty products have to be synthetic to be effective. Combined with their organic certifications and mission to use ethically sourced ingredients, Foxbrim Naturals is an excellent example of a brand who has embraced positive messaging and purpose-driven beauty and skincare to great advantage.
One more example of a Dion partner who exemplifies change in the personal care industry toward authentic self-care and natural beauty is Nourishe Organics. They focus their work not only on making great skincare products, but on promoting awareness around self-love and educating people about the toxicity of many mass-market skincare products. While the design of the labels themselves is gorgeous, what we love most about them is how they embody the spirit of the brand.
Throughout the entire product line, Nourishe maintains a clean look with a solid color background and a simple sans-serif typography. This semi-minimalistic design harkens to the brand’s authentic organic ingredients. The palette of pinks used in the background for most of the labels has a modern-feminine feel. Flowing into the “N” pattern, each label incorporates an elegant marbleized design. This marbleized pattern is made up largely of pale golds, pinks, and blues that complement the background colors perfectly. The marble itself elicits feelings of luxury, which is fully appropriate for a line of skincare products that puts the emphasis on “care.” But the marble is also evocative of the natural stone and the minerals that it’s made up of, harkening to Nourishe’s organic ingredients and their awareness of the human body’s natural healing processes. Overall, these labels communicate that you don’t need toxic chemical products to have a luxurious skincare routine and that beauty is about much more than superficial appearance.
According to Kantar’s Purpose 2020 study, brands that consumers think have a positive social impact grow at double the rate of other brands. Many in the beauty industry have recognized this trend and are shifting their focus from external beauty to integrated wellness, creating brands that truly stand for something. Conscious consumers and the demand for products that go beyond traditional beauty norms are driving this force, and by using positive messaging on product labels and packaging, you can create an experience for customers that supports your other initiatives to meet customers where they are.
Dion Label Printing provides an assortment of personal care label solutions to support your brand identity and purpose and help you create a lasting impression! Request a free quote to get started now!
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