Packaging Design is Almost as Important as the Product

Metal Packaging

Image Courtesy of Rombus Packaging Solutions


There’s something to be said for the “Classic look” with a modern undertone. This is something the fashion world has been striving to achieve for many years. However, certain sectors within the cosmetics and personal care industry appear to be one step ahead of the crowd. Beauty product packaging has come a long way in recent years and the introduction of metal provides an elegant, stylish, classic yet modern appeal. For many years brands and manufacturers have remained faithful to plastic and paper/card packaging… however, there’s a new kid in town! So, what are the benefits of custom metal packaging?

Added Value

From a manufacturer’s and retailer’s point of view, metal packaging immediately adds weight to a product, thus increasing its perceived value. This in itself is an extremely important attribute in the cosmetics industry, as the vast majority of products are particularly expensive and valuable in their own right. Therefore, to ensure that any product retains its consumer appeal, suitable packaging is a crucial component. Beauty on the inside is all well and good, but not so much when profits are at stake.

Product Protection

Many metals, aluminium in particular, remove a sense of vulnerability and provide certain assurances to brand owners. A metal such as aluminium is well-known for its non-reactive properties, therefore ensuring that this type of packaging material will not compromise a product.  Various skin-care products and even perfumes are produced from volatile formulas and this can quickly spell the end for raw plastics. In fact, a quick look at many of the skin-care products, lotions, creams and ointments found on the shelves will reveal a new wave and wide variety of metal containers and packaging.

Product Durability

One of the main benefits of metal within any industry is its durability. In fact, this may even be the first consideration for a number of brands. Just think about the number of products that are left in a pocket or handbag throughout the course of a day; especially gels, liquids and powders. These are prone to being thrown around and pretty much everyone has at one time in their life been greeted with the horror of an unwanted, messy cosmetics leakage. Just take a moment to think about how many beauty products you use on a daily basis that are stored in a screw-top aluminium tin; granted this may not be many, but this somewhat tiny niche within the packaging world is quickly growing.

Aesthetically Pleasing

Metal may not simply be used as a primary packing solution, but also as a beautiful, eye-catching accessory. In keeping with the “added value” theme above, metal is often used for decorative effect. This is especially true when brand names release a limited edition. Metal is far easier on the eye than plastic and adds a certain element of luxury, depending on the design. Heat transfers or thermally applied graphics appear to be a growing trend – this is simply where a pre-printed image has been designed and is then transferred directly onto a metal surface.

Admittedly, metal packaging for beauty products may not be the cheapest option by far. However, many brand owners believe this is a justifiable expense due to the numerous advantages it provides. The cosmetics and personal care industry as a whole is looking to decrease the costs of its goods, but the grand appearance of metal is still a great way to stand out from the crowd. Due to the sporadic use of metal, certain divisions within the cosmetics industry would find it beneficial to differentiate themselves by providing a unique type of packaging such as this.

Jess Toogood is a blogger who has a keen interest in fashion and design. The world of fashion appears to be noting the benefits of custom metal packaging when containing cosmetics and therefore some are using this material more in the production of their products.


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