John O'Connell, Global Packaging Director, Consumer Goods and Retail, SGS08.03.20
Amazon’s certified Frustration-Free Packaging ensures products are delivered in “more sustainable packaging that is right sized, reduces damages, is made of recyclable packaging materials and is easier to open.”
Cosmetic and personal care brands have more on the line than most products. Typically, corporations in this segment spend millions building their brands. If their product is delivered to an e-commerce consumer and does not meet their expectations of the brand promise they know from traditional retail the outcome can be disastrous.
Packaging is the first interaction a customer has with a product. Cosmetics and personal care products should consider the impact that e-commerce packaging has on their consumers.
1. Protection
It is important for the consumer to receive a product and package that is undamaged to avoid negative impressions of the product and brand. Frequently retail products and packaging are not designed for the rigors of the Amazon e-commerce channel. Special attention should be paid to the package’s closure as it is common to see closure failures. To avoid customers receiving damaged products, retail package components should be evaluated for e-commerce performance. Amazon certification comes with successful passing of the ISTA 6 Amazon-SIOC or Over Boxing test method.
2. Brand Expression
Packaging that is more robust and protects the product does not have to damage the brand. E-commerce packaging can be thoughtfully designed to support the brand promise by providing a positive, signature or even an iconic out-of-the-box experience. Also note that the unboxing experience impacts the online consumer star ratings in both positive and negative reviews.
3. Right Sized
The packaging should be easy to open and the appropriate dimensions, weight and packing materials should be considered. Oversized and excess packaging gives the impression of being wasteful and even silly. Well-designed efficient packaging will have a positive impact on customer experience and is often reflected in the products’ star ratings.
4. Sustainable
There is increasing pressure on the sustainability aspects of e-commerce packaging. A growing percentage of consumers are expecting packaging to be made of materials that can be easily separated and curbside recycled. Most brands are making bold sustainability commitments and regions are seeing an increase in regulations and policies. If e-commerce packaging does not meet the sustainability expectations, regulations or policies, this will reflect negatively on the brand.
5. Economical
Products for e-commerce can be over-packaged and under-packaged, and both add unnecessary costs. The least amount of packaging should be used to ensure the package is fit for use. Over-packed products may incur higher packaging materials, shipping and handling costs. Under-packaged products will incur more returns and produce unhappy customers. If done correctly, sustainable e-commerce packaging should cost less.
Amazon also has the goal that their products will Ship In its Own Container (SIOC). This is an additional challenge for cosmetics and personal care products as they must balance all the challenges of the omnichannel markets.
As e-commerce increases as a percentage of overall sales, there will be an inflection point when brands should consider consolidating their channel specific packaging to an omnichannel packaging solution that can be used for distribution across all channels.
