Insights / Perspectives

Beauty Packaging for Social Commerce

Today’s consumers rely heavily on digital tools and applications in their day-to-day lives, including social media. Social media platforms and their influence on consumer behaviors have evolved over the last several years. Social commerce - selling products directly through a social media site – is on the rise and now plays an important role in what products people buy and where they buy them. Mintel research found that nearly half of consumers have made a purchase through social media. Social commerce is especially transforming how beauty brands connect with their audience, merging engaging content with convenience to drive sales. While sites like TikTok and Instagram are especially popular among Gen Z and Millennials, older generations are also interested in social media. Global insights company GWI listed “social boomers” as one of their top consumer trends for 2024, noting that older consumers are using more social media apps to scroll and shop online.

Packaging can play an essential role in a successful social commerce strategy – especially for personal care and beauty brands. Here are some things to consider when selecting “socially-successful” packaging.

Have #BeautifulPackaging

When it comes to social commerce, image is essential, and brands must have aesthetic appeal. A strong visual identity is not only memorable but sharable. Products and packaging that look good are social-media friendly and encourage sharing online and positive hashtags. Unique bottle shapes and Insta-worthy brand design can help brands create buzz. Berlin Packaging’s Studio One Eleven® design and innovation division specializes in creating buzz-worthy brand design that gets noticed on the shelf and online. The Studio developed custom packaging for Wildfleur using bright colors and playful bold shapes that ooze creativity and encourage sharing on social media.

Wildfleur

Take a Second for Secondary Packaging

The unboxing process and opening “hauls” have become increasingly important, especially when it comes to posting videos on social media. The #tiktokmademebuyit hashtag received 15 billion views, demonstrating the power of experience and discovery. Secondary packaging can create enticing and memorable engagement that drives trial and promotes brand loyalty. Consider how the package opens – does it create a sense of excitement and anticipation? How is the product displayed – does it feel special and unique? Do the materials and finishes elevate the experience? How can you add an element of surprise and create delight? Berlin Packaging developed packaging for the Shoppers Drug Mart 25 Days of Beauty Surprises. The secondary carton includes LED lights to showcase a faux fireplace that lights up when the consumer opens the case, creating a delightful surprise.

Shopper's Drug Mart on TikTok

Be Influential

As social grows as a shopping channel, influencer marketing is becoming a powerful sales tool. Getting product into the hands of influencers – and in front of their audiences - is key to a successful influencer marketing campaign. That’s where influencer kits come in. Influencer kits are packages that contain curated products for influencers to try, like, and promote through their social media channels. The kits are sometimes an influencer’s first introduction to a brand, so it’s important to make a great impression. When done well, influencer kits can make a statement, create buzz, and drive sales. Berlin Packaging has extensive experience developing unique and impactful influencer kits for brands of all sizes. We can create custom shapes, incorporate pop-up elements and unique inserts, add LED lights, and more to help brands build excitement and get noticed.

La Mer

By: Moira Stein
Date: May 14, 2025