In today’s digital age, e-commerce brands have risen significantly in popularity, growing an average of 19% per year in the past decade. For these brands, packaging has become an extremely important aspect of business. While brick-and-mortar retail relies on storefronts to allow consumers to experience their brand, online-born brands use their packaging as their storefront.
Take Glossier, for example. Since its launch in 2014, the beauty brand has developed a cult following. Their minimalistic pink packaging, recognizable anywhere, is essential to their brand experience. Another example is Storybook Cosmetics, a brand that was largely unknown before releasing a Harry Potter-inspired brush kit that sold out almost immediately. “[Packaging] is not a secondary thing for us. It’s very striking on our website and Instagram, and we did that intentionally,” Erin Maynard, co-founder of Storybook Cosmetics, tells Glossy. The emphasis on product packaging is likely due to social media. On visual-based platforms like Instagram, packaging acts as a currency for consumers who deem the products aesthetically pleasing enough to snap a picture and share it with their followers.
For e-commerce brands, using packaging in an intentional and aesthetic way is vital. Without a storefront, the packaging of a product—good or bad—is the way a consumer experiences a brand.
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