Small and Medium-Sized Cosmetic Brands Can Also Create L’Oreal-Level Tube Packaging! 3 Key Strategies

Every time we see L’Oreal’s tube packaging, we can’t help but admire it: it has excellent texture, is easy to use, and accurately conveys the brand’s tone. In fact, for small and medium-sized brands, there’s no need to “splurge money”. By grasping the right design logic, you can also create tube packaging that rivals big-name products. Today, we’ll break down the core methods for you!

First, Understand: What Are the “Winning Points” of L’Oreal’s Tube Packaging?

To benchmark against a reference, you first need to identify its core advantages. L’Oreal’s tube packaging actually excels in 3 key details, which small and medium-sized brands can completely “disassemble and reuse”:

1. Accurate Material Selection: It commonly uses a combination of PE (polyethylene) and EVOH (barrier resin). This not only ensures the tube is soft and easy to squeeze (no effort required during use) but also blocks air and light (extending the shelf life of skincare products, especially suitable for serums and creams);

1. Demand-Oriented Structure: For example, serums use “press pumps” (for controlled dosage and hygiene), hand creams use “flip-top caps” (one-handed operation), and the diameter of the tube opening is precisely matched to the required dosage (e.g., a 5mm opening for creams to avoid squeezing out too much at once);

1. Uncluttered Visual Design: The logo is printed on the upper-middle part of the tube (visible at a glance), core ingredients/effects are marked with simple fonts (e.g., “hyaluronic acid” and “niacinamide” in bold), and the color scheme mostly adopts “low-saturation premium tones” (such as the golden brown of the Revitalift series and the matte black of the 小黑瓶 (Little Black Bottle) series). Instead of piling up complex patterns, it creates a strong memory impression.

Implementation Guide for Small and Medium-Sized Brands: 3 Steps to Create “Premium-Level Feel with High Cost-Effectiveness”

There’s no need to pursue “exact replicas of L’Oreal”. Instead, focus on “user experience + cost control”. These 3 strategies are more suitable for small and medium-sized brands:

1. Materials: Choose “Affordable Alternatives” Instead of “Top-Tier Options”

L’Oreal uses EVOH barrier layers to adapt to the long shelf life required by its global supply chain. However, if small and medium-sized brands focus on “short-term freshness” and “local delivery”, they can choose materials in the following ways:

• Basic Option (Lotions/Toners): Use pure PE material, which costs 20%-30% less than PE+EVOH. It has sufficient softness and is suitable for products with a unit price of 50-100 yuan;

• Advanced Option (Serums/Creams): Add a layer of “recycled PET barrier film” (half the cost of EVOH), which still provides oxidation resistance. The key is to find factories that support “small-batch customization” (many factories now accept orders starting from 5,000 units, eliminating the need for excessive inventory);

• Bonus Tip: Add a “food-grade anti-adhesive layer” to the inner wall of the tube (costing only a few cents per tube). When squeezing creams or hand creams, the product won’t stick to the tube, making users feel “very thoughtful”.

2. Structure: “Simplified but Not Crude”, Adapted to Your Products

Don’t blindly follow trends to create complex structures (such as multi-layer nesting or irregular tube openings), as this will only increase mold costs! Choosing basic structures based on “product formulations” offers the highest cost-effectiveness:

• High-Flow Products (Serums/Lotions): Select “15mm short press pumps” (costing 1/3 less than long pumps). Choose transparent pump heads (users can see the remaining amount, enhancing a sense of security);

• Creamy/Thick Products (Creams/Hand Creams): Use “flip-top screw caps” (low mold costs and low failure rates). Add a “silicone sealing ring” inside the cap (costing a few cents, preventing leakage and improving texture);

• Niche Needs (e.g., Lip Serums): Design the tube opening with a “45° bevel cut” (fits the lips, no need for additional application by hand). The cost doesn’t increase much, but the user experience is significantly upgraded.

3. Visual Design: Focus on “1 Core Memory Point” Rather Than Piling Up Elements

L’Oreal’s visual design succeeds with “simplicity and focus”. With limited budgets, small and medium-sized brands should avoid “wanting to include everything”:

• Colors: Choose “1 main color + 1 accent color” (e.g., light green + white for repair-focused products, which is fresh and professional). Don’t use more than 3 colors, as this reduces printing costs while maintaining a premium look;

• Information: Only place “logo + core effect + capacity” on the tube (e.g., “XX Brand Ceramide Repair Cream 50g”). Print other information such as ingredient lists and shelf life on the packaging box to avoid overcrowding the tube;

• Craftsmanship: Use “screen printing” instead of “gold/silver hot stamping” (costing 60% less). If you want to enhance texture, add a “slight embossment” to the logo (obvious touch feel, increasing memory points).

Final Reminder: “Differentiation” Is More Important Than “Imitation” for Small and Medium-Sized Brands

There’s no need to insist on becoming a “mini L’Oreal”. For example, target sensitive skin users by making the tube softer (using low-hardness PE material); target student users by adding a “leak-proof small plug” to the tube opening (convenient for carrying out). These small details don’t cost much but can make users remember your brand.

If you’re still struggling with material selection or factory choices, leave your “product category + needs” in the comment section, and we’ll help you recommend a suitable solution~