How to Package Like the Big Guys…
In today’s market, we are seeing the emergence of many boutique skincare labels, most with quality products, clever advertising campaigns, and beautifully presented packaging. It is common knowledge that the modern skincare label competes on all levels with the well-established, ever-popular, and respected global brands, the ‘big guys’, offering consumers a wide range of choices in product quality and price.
With the coming of the new millennium, we began to adopt attitudes that led to today’s common terms like “sea change,” “home office,” and “health and wellness.” These concepts, emphasizing personal growth, organic living, and the ever-important work/life balance, have not only reshaped popular culture but also sparked admiration for budding entrepreneurs daring to commit to their visions in the hopes of creating a better lifestyle. The aesthetics industry has seen enormous growth in this area, with many boutique skincare labels successfully competing with the giants.
Global concerns about waste, global warming, conservation, and the health and preservation of both humans and animals have also driven skincare labels to promote themselves as eco-friendly, with biodegradable packaging, cruelty-free production, sun protection, and organic ingredients. These modern reassurances empower consumers to make informed choices about the products they buy.
This socially-conscious wave has generated a flourishing market of responsible, innovative skincare labels, and the beauty industry has embraced this trend. Now, boutique skincare labels have access to a range of business supports, many of which share the same values and offer services that allow small businesses to compete with larger counterparts. These services, ranging from product formulation to graphic design, enable small brands to produce and package their products like the ‘big guys.’
A major part of any skincare label’s success lies in creating brand awareness and cultivating a professional image. This is achieved through marketing and advertising, but the final product’s presentation—its packaging—is key to a brand’s longevity. Boutique skincare brands must compete on all levels, but the most capital-intensive aspect of any skincare business is purchasing or leasing production equipment. These costs can be overwhelming for startups and may prevent great products from ever reaching the market.
Luckily, packaging solution businesses now offer professional equipment for hire, eliminating the need for large upfront investments. Nathan Wardell, founder and managing director of Packserv Pty Ltd, explains, “The best solution for new skincare labels is to hire the packaging equipment and pack their products in-house until they grow to a point where they can afford to lease or purchase their own facility.”
Wardell’s vision of helping small businesses compete with larger brands has allowed many new skincare labels to access high-quality packaging equipment at affordable rates. “I’m constantly impressed by the quality of my clients’ products,” he says. “Providing them with professional filling, capping, and labeling systems results in flawless product presentation and packaging that rivals global brands.”
Wardell shares a story of one of his clients, an organic skincare label that recently relocated from the U.S. to Australia. The company continues to manufacture its product overseas but has sourced local containers and hired Packserv’s equipment for packaging, enabling them to maintain control over their product without the cost of purchasing new machinery in a foreign country.
For years, skincare labels that couldn’t afford their own equipment were forced to work with contract packers, often part of the manufacturing plant producing the bulk product. While this provided access to professional equipment, the cost per unit could be high, especially for small production runs. Hiring equipment and packaging in-house is a more cost-effective solution for small businesses, allowing them to retain quality control, schedule production runs based on orders, and avoid the financial burden of purchasing equipment.
Most skincare labels only need a bench-top production system, which includes a filler, capper, labeler, coder, or sealer. This compact equipment can easily fit in a space of around two meters, making it ideal for small operations.
In such a competitive industry, where appearance counts for everything, entrepreneurs using cost-effective packaging solutions and clever outsourcing are paving the way for the future of skincare. They are proving that even small brands can successfully compete with the giants.
See this article in Professional Beauty Magazine!