Beauty and personal care products’ labels perform a difficult task. They must comply with regulations. They must conform to often small packages of varied and tricky shapes and sizes. They have to perform through the entire supply chain, in the store, and in the consumer’s home. Finally, the labels must convince a consumer to reach for the product displayed on a crowded shop shelf. So what factors are shaping today’s cosmetics label market?
1. Functionality 
‘We offer a range of prime film materials that have increasing levels of conformability and squeezability, and are built to handle applications like tubes as well as tight mandrel or low surface energy applications that can be common in the cosmetics industry,’ says Harvey. ‘Additionally, due to the nature of the cosmetics market, labels must maintain their integrity and be resistant to moisture and oils and they can’t wrinkle, tear or scratch from heavy handling.’ 
‘As the cosmetics, beauty and personal care sectors grow, attractive opportunities are available for narrow web printers,’ adds Tony Martin, technical sales manager at Pulse Roll Label Products. ‘However, as label designs get ever more complex and sophisticated, there are certain challenges that exist for label and packaging converters. Suppliers of inks and coatings, not forgetting plates, anilox and substrates, can all play an important role in providing solutions for label printing companies active in the cosmetics market. From an ink and coatings perspective, finishing for functionality as well as for embellishment and visual effect, plus achieving accurate brand and product colors, all play a key role in creating the perfect cosmetics label.’
2. Regulatory compliance
Cosmetics frequently come in smaller packages, resulting in smaller labels – then the print quality and readability of fine text becomes even more critical, as cosmetic product labeling must be indelible, easily legible and visible. ‘High definition inks for HD flexo printing are the recommended choice for narrow web printers to achieve optimal print quality for both readability and eye catching, bold and colorful graphics to help cosmetic brands stand out on the shelf,’ adds Martin. 
‘In the crowded cosmetics market, shelf presence is key for our clients. The quality of the label has an important role to play in representing the quality of the product in the pack,’ adds Martin Hughes, head of sales at UK converter Royston Labels. ‘One of the key challenges cosmetics brands face is that label colors truly represent the product and they rely on us to consistently match between production runs. We achieve this with our digital color management system.’
3. Shelf appeal
With more than 75 percent of purchasing decisions made at the store shelf, innovative packaging is essential for product differentiation. Also, consumers expect personalized experiences and interaction with the brands they love. ‘We see many cosmetics brands choosing a more luxury or premium look and feel. Many want the clear on clear or no-label look, which lends itself to attractive high-end appearances and is available through our prime films portfolio,’ says Harvey. 
According to Chiara Tomasi, marketing manager at Arconvert, market trends used to develop in a linear, steady fashion. But nowadays the cosmetics industry must keep up with the customer’s increasing desire for diversification. ‘This incredible variety of products makes it quite challenging, even for renowned brands, to stand out and end up in the cart,’ she says. ‘The consumer, facing the shelf or a screen, has to rely on product image, without really knowing the content. Hence the importance of premium packaging.’ 
4. Environment
Research from McKinley confirms that over 65 percent of consumers will pay more for sustainable products. Environmental responsibility is therefore an essential element for brands. Cosmetics consumers want brands they can trust to protect the planet, the same way as they trust them to protect their bodies.