Custom Packaging For Beauty And Makeup

When it comes to the makeup and beauty category, Lady Gaga is no stranger to attention. Her and the team at Haus Labs have had their finger on the pulse with their products since they first launched in 2019. This year, she relaunched the brand with the help of Bennett Packaging to create a stylish new box for their makeup kits.

One of our favorite packaging categories is e-commerce packaging! Our team couldn’t wait to get started.

Haus Labs is leading the charge in this shift, and we’re proud to have played a part in their journey
– Kenny Spence, Creative Services Manager

They didn’t want to use a standard stock box design for this product, they needed something that stood out and attracted attention. That’s why when we began working on their project, we knew we needed to dig deeper into their brand and marketing campaign.

We proposed a few different options that would help them achieve their objectives while also staying true to their brand identity. This new modern look allows for easy product removal, and an engaging unboxing experience.

Lady Gaga Relaunches Haus Labs by Lady Gaga

Lady Gaga Haus Labs Launch Cover Photo

[Photo: Domen & Van De Velde]

Lady Gaga relaunches Haus Labs by Lady Gaga today—originally brought to market in 2019 as an Amazon exclusive, the beauty brand will now be available both online and at select Sephora locations in the United States and Canada. Marketed as “clean” makeup—which means ingredients, such as sulfates, parabens, phthalates, and formaldehyde are absent from the 90-product range—Haus Labs also incorporates an eco bent: primarily using nonplastic and post-consumer recycled materials in its packaging, as well as declaring its intent to be 100% carbon neutral within five years.

Fast Company

Packaging Integrated Into Marketing

The team at Bennett helped design the packaging to be as stylish and efficient as possible. The goal was to make a lasting first impression that would set the stage for customers’ perceptions of the quality of the products.

Using sleek lines and minimalist colors, they created a modern aesthetic that still felt approachable. And because sustainability is such an important part of Haus Labs’ mission, they used eco-friendly materials wherever possible.

Our team wanted to match their sales goals as much as possible and help them take advantage of the media blitz that coincides with a new launch.

Matching The Brand Goals

First we wanted to follow their focus on clean ingredients and sustainable packaging is in line with a larger trend in the beauty industry. More and more consumers are becoming aware of the harmful chemicals in many cosmetics and are demanding better options. Noticing that, brands are reformulating their products and revamping their packaging to meet these new standards.

Integrating Your Packaging

Next, consider how you can integrate. When you can integrate packaging into your marketing, you’re going to have a huge success on your hands. That’s because all of the marketing and press will have your packaging and overall branding in every image. Everyone from customers to retailers will be showing the same image. That will give a huge boost to your brand awareness!

Faster Marketing Strategies

Finally, one of the best ways to market with your packaging is to switch to High-Speed Digital Printing. That’s because your packaging and marketing can move as fast as the market does. If you sign a new influence or are attacking a new market, switch your graphics to match the new plan. Digital is the only way you can do this!

Related: Designing Packaging With Digital Printing

Lady Gaga Haus Labs Makeup Kit Contents

Sustainable Is The New Vogue

The days of using whatever beauty products are on hand, regardless of the ingredients or packaging, are long gone. In today’s market, sustainable is the new vogue. Consumers are more conscientious than ever before and they’re demanding that brands take notice.

Use Less Packaging Materials

The first step to making your packaging sustainable is to use less materials. This can be done in a number of ways, such as using thinner materials, or eliminating unnecessary packaging components.

Recyclable Only

Next, look into using recycled and/or recyclable materials only for your packaging. This shows that you’re doing your part to reduce waste and help the environment. Haus Labs made the switch to focus on corrugated packaging as much as possible. And corrugated is one of, if not THE most recyclable packaging material on the market.

Choose Eco-Friendly Inks And Coatings

In addition to using sustainable materials, you can also choose eco-friendly inks and coatings for your packaging. These are made from natural ingredients and won’t harm the environment. Talk with our packaging specialists today to learn more about what options you have.

Related: What Is UV Coating?

Minimalist Doesn’t Mean Bland

Many people think that sustainable packaging has to be boring and minimalist. But that’s not the case! You can still use color and design to make your packaging pop. The best way to approach a minimalist package is to start with your core brand pillars. Everything that doesn’t align with them should be considered extraneous.

Related: How To Choose The Right Packaging Material


Packaging Design Where Function Meets Form

The packaging design needed to accomplish multiple things to tie into their brand goals. After a few exploratory design sessions, we landed on the key concepts.

Lady Gaga Haus Labs Makeup Example

[Photo: Domen & Van De Velde]

Maximize Efficiency

A lot of customers order these makeup kits online, and we needed as little empty space inside the packaging as possible. Our team needed product dimensions and details to design the packaging. This meant coordinating with other teams to get the product, and ship samples to ensure the goals were met.

Secure Shipping Box

The packaging needed to ship fragile makeup products, so security and safety was of the utmost importance. There was no room for error as having even 10% of these kits break on customers would be a disaster. The packaging design keeps the products snug and safe inside during shipping.

Minimalist Design

To tie into the overall branding of Haus Labs, we needed to remove all of the excess from the packaging. That meant stripping away anything that would be considered excess. The products themselves are aiming to be cleaner, and the company wants to be carbon neutral. There’s no reason the packaging can’t aim for the same standard!

Related: Buying Subscription Boxes From A Supplier


Designing A Branded Unboxing Experience

Intention was the operating word for our packaging design. Every step of the unboxing experience needed to feel it was intended to show you each product as you opened it. We wanted to match their luxurious branding with a design that gave the customers that same feeling.

A Makeup Kit

First, we started with their product. The name of this product is “Clean Artistry Vault” and is described as a “curated collection of artistry makeup for eyes, lips, cheeks, and face packed in a chic sustainable box”.

So many customers are looking for that fun unboxing that makes shopping an “experience” not just a utility. That lead us to stacked trays that feel like a modern makeup stand that could be in someone’s boudoir.

Nesting Products

Next on the list was how to organize the products. This is where form and function truly met for this packaging design. We needed to nest products together to maximize safety and efficiency, and it helped reinforce a high-end shopping experience. One after the other another product is revealed as you dig deeper into the box.

Shareable On Social Media

Finally, we considered the impact on social media. Almost more important than any other aspect of the design was making this an unboxing experience that was shareable online.

Search #hauslabsbyladygaga and you will see not only customers sharing pictures of their products, but the makeup results. That is the kind of marketing you simply can’t buy, you must design and integrate.

Create Stunning Beauty Packaging Today

If you want to create custom packaging for your beauty products that stand out in the market, contact us today! You will work with our award winning designers to do something special, not something “stock”. We will work to better understand your brand, goals, and marketing campaign to deliver something truly unique.

Contact us today to get started on a custom quote.