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Role of Packaging in Establishing Brand Identity for Lip Balms

Published on: 10 Sep, 2020
Role of Packaging in Establishing Brand Identity for Lip Balms

Lip balms are used worldwide, and in all regions; people from all ethnicities use it in some form. Lip balms have always been there, maybe not in the current modern form. In ancient times maybe modern technology was not there but people still used to get chapped lips. They used:

  • Animal fats
  • Beeswax
  • Nut butter, and
  • Natural oils

as a cure for chapped and cracked lips. Historical records show that people as early as 3000 BCE (ancient Egyptians) used lip balms to keep their lips moisturized.

Basic ingredients:

In today’s world, the basic ingredients for any type of lip balm are:

  • Arachidyl propionate
  • Camphor
  • Carnauba wax
  • Cetyl alcohol
  • Fragrance
  • Isopropyl lanceolate
  • Isopropyl myristate
  • Lanolin
  • Light mineral oil
  • Methylparaben
  • Octyldodecanol
  • Oleyl alcohol
  • Paraffin
  • Phenyl trimethicone
  • Propylparaben
  • Titanium dioxide
  • White wax
  • Propanol

Shea butter, cocoa butter, vitamin E, A, and C are also added to increase lip care properties to the lip balm.

Cannabis lip balms:

One of the most popular types of lip balms these days is cannabis lip balms. Cannabinoids like CBD or THC from cannabis are added to the lip balm. THC has pain-relieving and numbing properties, while CBD has anti-inflammatory and anti-aging properties.

Modern lip balms:

Charles Browne Fleet was the inventor of modern lip balm. He created the product in the 1880s and tried to sell it in tin foil in a de-shaped waxy form. It was a huge miss, no one wanted to buy ugly-looking wax to put on their lips. It wasn’t until John Morton bought the formula in 1912 for just $5. His wife had the ingenious idea to pack it in the form of bars in brass containers.

This changed the perception of lip balm entirely. Even though it was the same product, the attractive packaging container altered the perception of customers entirely. This is how huge of an impact packaging has in making a product successful.

Popular brands:

There are countless lip balm brands in the world; some of the more notable ones are:

  • Burt’s Bees
  • Blistex
  • Carmex
  • ChapStick
  • Labello
  • Lip Smacker
  • Lypsyl
  • EOS

Common Lip balm flavors:

Some of the most common lip balm flavors that almost every other brand manufactures are:

  • Mint
  • Vanilla
  • Honey
  • Strawberry

What consumers look for in a lip balm:

With increased awareness regarding eco-friendly products and the harms of synthetic products among the masses, there is a steep increase in demand for natural and organic products. the consumer wants the product to be healthy, cost-effective, long-lasting, and 100% natural.

For a lip balm to be successful in the market it should be Paraben-free, Gluten-free, petrolatum-free, and phthalate-free.

Major brands like EOS and Burt Bee’s have maintained market dominance because of two factors:

  • Healthy and natural ingredients
  • Attractive packaging

How packaging influences our perception of lip balms:

When looking for lip care or skincare products, the first thing the customer wants is relatable products. The best way to establish an emotional connection of your brand with customers is the packaging.

Example of EOS:

EOS abbreviation for Evolution of Smooth is a lip care brand founded in 2006. It was a relatively newer brand and struggled with maintaining brand identity for a while. They used excellent marketing practices and changed their packaging from lip-stick-shaped bars to custom lip balm packaging boxes with the sphere. 

This new packaging made EOS one of the leading lip care brands around the world. Many celebrities like Miley Cyrus and Kim Kardashian have been seen using EOS lip balms in public. The point of giving this example is to explain the fact that there are many lip balm brands better than EOS; not as popular, because they’re not as cutely packed.

The cute and attractive packaging of EOS is what makes it so popular among the masses. Colorful containers with rollover, catchy names, and flavors, are what makes EOS stand out from other brands.

Key points for lip balm packaging:

Certain points must be taken into account when it comes to lip balm packaging.

Convenience:

People prefer lip balms that are convenient to use. Convenient packaging is one of the key factors customers evaluate the product on.

Clean design:

A clean and simplistic design makes the product look more authentic and natural.

Color:

Color and shade of packaging are another important factor that makes a product more attractive to consumers. The use of colors in packaging according to the flavor of the lip balm makes the product a lot more eye-catching.

Information:

Packaging should serve as the primary information source for consumers; mentioned ingredients, composition, shelf life, expiration date, and usage are all parts of basic information that must be mentioned on lip balm packaging.

Conclusion:

Ever since the dawn of lip balms, it was the packaging that earned this product a place in the market. The same rule still applies; packaging carries prime importance in establishing brand identity and earning a distinguished position.

When it comes to lip balms, people want a clean yet effective product. The goal is to establish trust with customers; and make them realize that you have nothing to hide and want nothing but the best for them. Attractive packaging doesn’t mean extravagance; minimalism is the best policy when it comes to lip balm packaging. Minimal packaging gives a more natural look to the product, free from synthetic additives and chemicals.

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