2016-10-18 10:40:52

Why Packaging Matters More Than Ever in a Digital World

2016-10-18 10:40:52

Instagram, Facebook, SnapChat and the ever-growing list of popular social media channels continue to grow in importance for both brand marketing and sales.

There was a time when beauty brands only needed to worry about what their products looked like on retailers’ shelves. In today’s world, brands now not only need to ensure their products stand out and pop on retail shelves, but also that they are visually beautiful to stand the test of being “social media worthy.”

The importance of e-commerce is also impacting packaging and product development as consumers often view potential purchases online before they ever see and touch them in person. 

Brands’ social media imagery needs to captivate attention and be appealing enough to engage their audience. Products need to be visually interesting in the first place to help story-tell and illustrate their worth on social media. Additionally, products need to be visually appealing enough that consumers want to share pictures on their own personal social media platforms.

Being featured and tagged in consumers’ social media images is the ultimate form of praise for a brand. It means that their brand and products have connected so effectively with their target audience that they want to share it with all their friends and followers.

Below are a few examples of brands that have outstanding packaging and that successfully navigate all sides of the physical and digital worlds we live in. 

See the slideshow above. Photos: Instagram: 1. @louboutinworld 2. @louboutinworld 3.@dysonhair 4. @eosproducts 5. @eosproducts 6. @marcjacobsfragrances  7.@candycoatedclosets  8. @theouai  9. @theouai / regram @gracejayde

Christian Louboutin Nail Polish

We may have thought we had all we needed in the world of nail polish, but then enters Christian Louboutin with a package inspired by the brand’s iconic shoes’ high heel. This package is so beautiful for display just about anywhere and transports one’s Instagram to a super-premium place, even if just for a moment.

Dyson Supersonic Hair Dryer

In case you haven’t heard yet, Dyson has launched the ultimate hair dryer that is so visually stunning, even Barbie has one! This hair dryer is the epitome of bathroom décor.  

eos 

By now, who hasn’t seen the iconic eos “egg-shaped” lip balm sphere. As one of the most tagged beauty brands on social media, eos fans consistently post photos of their eos lip balm collections and comment on social media about how eos is a back to school essential and plays a part in their daily lives. On the flip side, eos also has a great approach to their own social media platforms by showcasing eos products in happy, delightful, lifestyle imagery. Who wouldn’t want this desk setup or these baby shower gifts?!

Marc Jacobs Daisy 

Historically, fragrance bottles have been designed to be left out on bathroom vanities, but Marc Jacobs made sure the Daisy fragrance bottles were also super fun to include in social media. From playing off the flower themed cap to inspiring consumers’ other beauty regimens (i.e., manicures inspired by the packaging), Marc Jacobs Daisy fragrances absolutely pop on social media.

Ouai 

Ouai is one of the latest product launches in hair care. Developed by celebrity hair stylist and overall “cool girl,” Jen Atkin, Ouai’s social media depicts the lifestyle of the ultimate “it girl.”

Clean, modern packaging makes this a must have for every girl’s bathroom, vanity, shower and tub. Having this part of your Instagram “shelfie” will make you feel like part of the in crowd. Consumers are increasingly partaking in this and showing how they are in fact #OuaiAddicted on their own social platforms.

Consider the 'Digital Shelf' When Developing Packaging

While the above are only a few examples of brands that have recently led the way in terms of designing their packaging for the digital world, more and more other brands are recognizing that their packaging is an important element of their of social media storytelling. There is no denying it anymore – brands need to consider retailers’ real world shelves as well as their digital shelves and landscape when developing packaging.

Think about the last beauty product you shared a photo of on social media. Was it because it was a pretty package, because it fit into your lifestyle so perfectly or because by saying you own this product, it will make you seem “cool”?  

Social media moments are now one of the most instrumental elements of what makes the beauty world go round. 

I have to run now…I need to go take a boomerang of me using the new Dyson Supersonic Hair Dryer and share it on social media!

ABOUT THE AUTHOR

Sherry Jhawar is the co-CEO of Blended Strategy Group, a marketing and branding company bridging the worlds of brands with celebrities & influencers through unique and creative marketing strategies & partnerships.

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