Making your beauty pack stand out a shelf above the rest

Kat Towers, Head of Culture at design agency LOVE., explains how to side-step the 'same-same' packaging styles and the best way to utilise key brand assets for a best-in-class packaging style

Glossier is one of the brands Kat names as doing individualism best

Kat Towers

Individuality is hard to come by in a crowded beauty market. Many brands follow packaging trends that are compatible with their ethos, whether it be the apothecary-style glass design, or minimalist creations for the era of Gen Zs – but the result can fall short with shoppers, and there is a danger of becoming lacklustre in an increasingly competitive market.

Daring to be brave and bold can pay off in so many ways, and there are a plethora of provisions to make a it possible.

Here, Kat Towers, Head of Culture at design agency LOVE., tells Cosmetics Business how to side-step the 'same-same' packaging styles of the moment and the best ways to utilise key brand assets do deliver a truly stand-out pack.

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