Packaging for a beauty brand built on trust and transparency
Cult Beauty is the online destination of choice for consumers of beauty products. It prides itself on its transparency, with a commitment to complete transparency, listing all ingredients and publishing all customer reviews.
It recognises that many of its customers are trying to make a step-change in their sustainable buying habits. Through its Cult Conscious initiative, it champions those brands that have committed to recyclable packaging. It stood to reason, therefore, that it chose to work with a packaging expert that could help to deliver on its sustainability credentials. We supply shoulder boxes, 4-panel book jackets and sleeves.
Transformation to sustainability
With our long track record in sustainable packaging, one of our first initiatives with Cult Beauty was to convert their boxes so they are made from 100% post-consumer recycled paper. But it didn’t stop there – we replaced their linings to 100% post-consumer recycled basalt paper – delivering a total pack circular solution.
Local means agile
As a trusted British company, Cult Beauty had a further critical requirement: to partner with local firms who could offer ‘made in Britain’ quality.
Of course, moving from their overseas supplier to our centrally-located UK operation also allowed for greatly improved turnaround times and increased transport efficiencies.
One way in which we’re able to quickly adapt to our customers’ needs is because we’ve built up our own network of trusted suppliers and printers in the UK. We choose to work only with those who are able to match our versatility and ambition when it comes to reacting to changing consumer demands, building true partnerships with like-minded organisations.
Cult Beauty’s return on their investment with us was realised very early on when we were able to deliver on a Christmas campaign only two weeks on from receiving the artwork. This compares with a lead time of at least 16 weeks from suppliers in the Far East.
Flexibility in stockholding
Producing packaging in bulk clearly achieves greater economies of scale. Added to that, housing Cult Beauty’s longer-term packaging in our own stockholding facilities brings them the added benefit of being able to submit requests for packaging as and when demand requires.
Packaging that influences
With a firm focus on growing a loyal customer base, Cult Beauty’s NCA (new customer acquisition) and influencer boxes need not only to excite but also to build trust. As such, it had some very exacting requirements on the look and feel of the boxes, as well as how the products are displayed.
As Hannah Whitehead, Consumables Buyer, Cult Beauty, explains,
“Customers trust our platform because we are very transparent in how we share product information and reviews. When we’re introducing these products to our customers and influencers in a custom branded box the first impression starts, of course, with the packaging – it’s the first thing they see. As such, our 4-panel book jacket that we send as our ‘influencer box’ is the perfect way to showcase those products that have created a ‘wow’ with our own team.”