One industry in which marble texture has revealed to be a big seller in the last years is beauty: makeup established brands as well as new players have used striking marble packaging to convey a sense of luxury and exclusivity.
Carrara marble is basically used to sell anything nowadays. We have come across thousands of examples of marble print used in product design and packaging, but makeup products and Carrara marble seem to be one of the most successful and appreciated combinations.
Beauty Industry and marble at the age of Instagram
The beauty industry has experienced a radical change in the past years, and that is due to the rise of social channels like YouTube and Instagram. These Social media have been game-changers, giving anyone the possibility to be heard and to raise an empire, and that has been especially true in the beauty industry.
A sector that was seemed over-saturated has now been invaded by new independent brands launched on social media, filling untapped niche markets. The key to build a visual brand on Instagram is more than ever creating beautiful packaging and aesthetics, offering something so photogenic that everybody would share it. And here comes Carrara marble texture, carrying its unquestionable luxe touch, but also a natural and pure feel.
Makeup marble packaging
Some makeup brands have just tried flashy marble boxes for limited editions, others have heavily invested in the marble look basing their whole branding strategy on that. New players started using marbled packaging, and established brands followed them in the marble texture mania. Not only beauty products but also marbled accessories, brushes, beauty cases as well as perfumes, etc. The trend is so strong that makeup artists have started to create marble-inspired lip art and nail art.
1. Hourglass Cosmetics Ambient Lighting Palette
The limited-edition Hourglass Ambient Lighting Edit Palette in Surreal Light (2016), is a palette of bronzers and highlighters in Carrara marble packaging with golden details. Hourglass cosmetics is a North American company and since its launch in 2004, it has been a cruelty-free brand.
2. Kylie Cosmetics lipstick collection
Kylie Cosmetics matte and velvet liquid lipstick set containing four different shades each, in marble packaging were launched for Christmas 2017 at TopShop. Kylie Cosmetics was founded in 2015 and is worth 900 million $ in 2019.
3. Pür Cosmetics Soirée Diaries marble palette
Vegan and cruelty-free beauty brand Pür Cosmetics launched in 2017 its eyeshadow Soirée Diaries and Contour Diaries makeup palettes with eye-pleasing marble packaging. Purcosmetics.com
4. Dear Dhalia
Dear Dhalia is a new player in the beauty industry (created in 2017) but is getting noticed thanks to its social media strategy and its sophisticated image. The Korean company has not used marble texture just for a limited edition, instead, has built its whole brand image around Carrara marble. Packaging, stand, exhibitors. We can say that for this beauty brand the perfectly instagrammable marble packaging has been one of the key factors of success of its digital strategy in Asia and Europe. Recently arrived in Italy, is being appreciated by makeup artists and influencers.
What we like is that besides the look, it is as a Conscious Brand using natural, organic and vegan ingredients without the use of synthetic fragrances, nor nanoparticles. The products are made with the highest quality natural ingredients and are based on Dahlia Variabilis extract, rich in Vitamin C and Antioxidants elements for a youthful and glowing skin.
5. Lancome Marble L’Absolu Rouge
Big brands are joining the marble texture mania in 2019. Lancome Spring 2019 Marble L’Absolu Rouge limited collection available in three shades rose, coral, and shimmering cherry. A lipstick/lip balm hybrid blending color pigment with balmy, hydrating base. The marble texture is present in the product itself as well as in the outer packaging.
6. Mac ElectricWonder collection
Mac ElectricWonder collection— all in limited-edition pink and gold marble packaging (2019). A collection full of vibrant colors to light up your summer. Here the pattern is heavily modified and flashy, rather than resembling natural stone.
3 Marbled make up accessories for your beauty routine
1. Holy Grail marble brush set by Spectrum
This instaworthy 35 Piece Set from the spectrum Marbleous Collection includes everything you need to create the most beautiful and detailed makeup magic.
2. Miracle Diamond Sponge by real techniques
This multi-faceted miracle diamond sponge is uniquely designed to work with multiple products on different areas of your face. No two Miracle Diamond Sponges are alike—each has its own unique marble design. Real Techniques is a brand born on social media, from the Pixiwoo® youtube channel.
3. Freon collective reusable pads
These reusable organic cotton rounds are handmade in Canada by Freon Collective and available in Carrara or black marble texture. Makeup removal can be zero waste! We like the idea that the marble pattern is used for durable goods.
What do you think about these products? Are they selling for their quality or the packaging is a key success factor? Millennials are very demanding and packaging itself is not enough, but for sure the look of these products helped a lot in their marketing strategy. Let us know your thoughts!