5 Reasons Skincare Product Packaging Matters

In the beauty industry, image is everything. A product’s appeal doesn’t only depend on how effective its formula is. Product packaging plays a role, too. Its impact is so substantial that it can actually make or break the product.

While packaging in makeup is mostly about showcasing color and appearance, it’s a different story for skincare products. Their formulas have more specific packaging requirements to maintain quality and efficacy. Since skincare goes deeper than makeup (literally), it’s understandable why consumers would be more particular about all aspects – packaging included.

Here, you’ll find five reasons why packaging in skincare matters. Plus, what you should look for when shopping for your essentials.

When consumers see attractive, high-quality packaging, they’re more likely to believe in the brand and buy its products. Research backs up this claim: shoppers take in the overall visual impression of a product, and 60% base their purchases on packaging appeal.

By putting its products in top-of-the-line packaging, a brand can quickly communicate that whatever its selling is a cut above the rest. Be aware, though, that some products are all about aesthetics. That means they look great but perform poorly. Ultimately, it’s up to you to be discerning.

Many of the best active ingredients for the skin, like vitamin C and retinol, break down in the presence of air. As a preventative measure, skincare brands use airless packaging to ensure that formulas stay potent and effective. A good example is an airless pump designed to protect your creams, lotions, and serums from oxidation. It’s more hygienic, too.

FYI: Regularly dipping your fingers into a product (say, a pot of eye cream) can contribute to ingredient deterioration and bacterial growth. Always use clean hands in those cases. Better yet, opt for products that come with pump dispensers to save you trouble. POND'S Age Miracle Anti-Aging Eye Cream comes in an upside-down squeeze tube with a narrow orifice for easy use, controlled release, and minimal exposure.

Routine exposure to daylight can also compromise the efficacy of certain ingredients and cause your products to go bad faster. That said, opaque packaging is often much better than clear glass jars and pots since they shield from direct exposure.

Good packaging protects the product inside it, keeping it safe from spillage, contamination, and tampering. Durable and secure packaging, such as BPA-free tubes and bottles, keeps products intact throughout their journey from labs and factories to retailers.

Packaging protects you, too. Since skincare products come in close contact with your eyes, nose, and mouth, they must stay clean and safe from tampering. Many brands use protective materials like shrink bands, overwraps, and tear-away lids to keep their products tamper-proof.

In recent years, the skincare world has seen the rise of innovative packaging that features built-in applicators and dose-specific containers. Aside from being convenient to use, they also help ensure optimal performance and reduce product wastage.

For example, Eskinol Pimple Relief Spot Gel Corrector is an acne treatment packed in a handy tube that lets you easily dispense serum drops for one application. Meanwhile, the Pond’s Bright Triple Glow Serum is equipped with a dropper to enable convenient and hygienic dispensing.

As shoppers become increasingly more concerned about sustainability and eco-friendliness, more skincare players are shifting to earth-friendly packaging to win them over. Recyclable or refillable containers, and ones made with locally sourced and biodegradable materials, are gaining well-deserved traction.

Ultimately, it all boils down to what’s important to you as a consumer, whether it’s the product packaging, the label, the ingredients, or all of the above. If you find a brand with values you believe in, products that work for you, and packaging that keeps the skincare experience magical – stick with it. It’s not always easy to check all those boxes.