Fundamental Cosmetic Packaging Tests Your Brand Can't Afford to Overlook
As a consumer, 9 out of the 10 complaints that I have about products I try are because of the packaging. I think brands get hyper focused on getting the formula right they forget that the packaging can make or break the user experience. If your packaging sucks, I will likely never reorder, even if I liked the formula.
Here are just a few recent examples of some packaging fails I have experienced:
A concealer dispensing way too much product making me have to rub for way longer than I want to in the delicate eye area
A makeup stack that constantly kept getting stuck and breaking apart in spots
A conditioner that clogged up the orifice forcing me to have to unscrew the lid to dispense the product
A shampoo whose screen printed label started to come off after a few days sitting in my shower
I can’t say this enough- you should be thoroughly testing your packaging with your approved formulation before you launch and validating packaging quality throughout the lifecycle of your product.
Table of Contents
Why you Need to Test your Packaging
How to Review your Packaging During Development
Tests to Conduct Before Launch
Why you Need to Test your Cosmetic Packaging
The main reason we test is to avoid future problems and reduce risk. It can be detrimental to your brand if customers are constantly upset about poor packaging. This can lead to less reorders, negative reviews and money wasted. Having to change your packaging after launch can be expensive since testing, like stability, will need to be re-conducted.
It is always in your best interest to spend a little extra money and time up front to prevent future issues, especially if it is a high risk formula or a new, innovative type package you don’t have much experience with.
In general, we want to be looking at multiple aspects of the packaging, such as:
How well the packaging works with your formula
How compatible the packaging is with your formula (ex. chemically)
How well the packaging withstands transportation conditions
How well the label is printed or adhered to the packaging
How well the packaging is closed or sealed
How to Review your Packaging During Development
During the development stage, evaluating how well your package works with your approved formula is critical. Before finalizing anything for pilot or production you should be testing your formula in each packaging option to determine the best path forward.
Here is a simple evaluation you can conduct to gather more data:
Have your chemist fill your formula into the chosen packaging (some labs may charge you a small fee for this).
Test the product out how your consumer would.
Don’t just try it once and call it a day- try to use up the entire container to get the full experience.
Try to simulate how the product would be handled in real life, including the worst case scenario. For example, how does the packaging respond if the product is laid on its side or dropped on the counter. If it is a face wash, make sure to test the packaging in the shower. If you are launching a lipstick, make sure it can handle being tossed into a purse or makeup bag.
Try shipping the packaging to yourself during different temperature extremes to see how it handles it (ex. peak of summer vs. harsh winter).
Pay attention to the following as you use the product:
How easily the product dispenses
How much product dispenses
How easy the product is to open/close
How does the user experience change over time
What you like/didn’t like
Any failures, breaks, leaks, clogs, etc. (also note the timing for when this occurred)
A couple more tips:
In an ideal world, you also have your target consumer test out the packaging because they may be able to provide key insights that could be missed otherwise. I always like to bring up the example of people with arthritis and how they often have a hard time opening jars, something that may not have been considered if only 30 year old’s tested the packaging.
I also want to note that formulas often change over time, such as thickening or thinning. If timing allows, I always recommended to test out the user experience after the product has been sitting in the packaging for a few months. You never know how long your product is going to sit on store shelves or in the warehouse before it gets shipped to the customer, so it is important to evaluate this as well.
Once you have your packaging and formula approved, the work isn’t done! Below are additional tests to consider conducting to verify the quality of production, of the label and of the packaging material.
Case Study #1: A conditioner that got so thick you couldn’t get it out
At a previous job, we had a conditioner that we would get hella complaints on because the formula thickened up over time and once it was finally in the hands of the customer, you couldn’t squeeze it out of the bottle. This lead to people getting very angry because they couldn’t use up all of the product. Ideally, this is something that is caught early on, so you can either adjust the formula or change to different packaging that is more compatible.
TL;DR: Make sure the packaging will still work if the formula changes over time.
Case Study #2: A last minute packaging swap that almost cost us the launch
When I was working at a brand, we were trying to re-brand an existing cleanser formulation that was previously sold in an airless pump. The brand manager wanted to try to reduce cost, so he decided he wanted us to switch to a tube. However, the formula was very thin and ran right out of the tube without even squeezing it. Instead of keeping the current packaging, he sent us down the rabbit hole of trying to thicken the formulation. In the end it didn’t work and we had to have a custom orifice developed at the last hour that forced us to push back launch (and lose a lot of cost savings).
TL;DR: Test your packaging early on. 9 times out of 10, it is easier to change the packaging instead of the formula.
Get the Guidebook
Dive deeper into formula development and gain clarity on the essential steps needed to develop your cosmetic product with our guidebook.
Testing to Conduct Before Launch
Compatibility Testing
Compatibility testing is often run alongside your formal stability test. It checks to ensure that the formula won’t have a weird reaction with the packaging and to ensure your packaging can hold up overtime. The tests evaluate different parameters such as:
Chemical compatibility of the packaging material and the formula
Leaching of packaging contaminants into the formulation
Changes to the packaging over time, such as cracking
How well the packaging protects the formula from atmospheric exposure
A check for issues such as leakage, weight loss, etc.
This test should be ran in your final packaging and should be re-conducted if you ever switch packaging material or type.
Case Study #3: A private label toothpaste formulation in an aluminum tube
When I worked at contract manufacturer we had a customer use one of our white label formulas that had only been stability tested in a plastic tube. They decided to launch in an aluminum tube and ended up bypassing a compatibility study. The aluminum tube ended up leaching into the toothpaste where it gave the toothpaste a slight metallic taste. This whole situation could have been avoided if they had conducted compatibility testing with the aluminum tube before they went into production.
TL;DR: Testing done in one type of material doesn’t always relate to a different material type.
Label Integrity Testing
Label integrity testing will help ensure you won’t run into issues with your label peeling off, scratching away, etc. when exposed to a variety of conditions through transportation or consumer use. A poor label could result in your product being rejected by retailers or lead to consumer complaints.
When determining how to check your label’s integrity it is important to identify what type of label you are using: adhesive vs. screen printed. Depending on your label type, some integrity tests may be better suited.
For labels that have been silk screen printed testing solvent resistance, high temperature and humidity resistance, friction resistance and adhesion can ensure your label will remain in tact under a variety of different conditions.
For labels that are adhesive, checking the adhesive properties and how easily the label can peel off the packaging can give you an indication of how well your label will withstand shipping, handling and consumer use.
Shipment Simulation Testing
Shipping simulation tests aim to mimic the conditions that packaging may undergo during transportation and assesses the entire packaging set-up including any cartons, cardboard boxes, pallets, shrink wrap, etc. Your product will undergo multiple transportation scenarios, such as shipping from the manufacturer to warehousing or retailers, storage at the warehouse and shipping to the consumer. Understanding how well your packaging withstands these scenarios can help you gain confidence that your product won’t be crushed, burst open, explode, leak, etc. Below are a few different simulation tests available:
Drop testing
Checks if your packaging can withstand being dropped from varying heights
Pro-tip: If seeing excessive failures, it doesn’t always mean you need to change your primary packaging (selling unit). Sometimes changes to your secondary packaging can be made for minimal cost for better package protection.
Vibration testing
Simulates the effects of the movements your packaging may undergo during shipping to ensure you won’t see issues like leaking
Compression testing
Simulates the pressure packaging may undergo when it is stacked and the strength your packaging has to protect itself.
Pro-tip: Many times the bottom layer of the pallet will be the first to fail. Theoretical compression analyses can be conducted based off the case weight to guide what strength board you should utilize to ensure success before validating with testing.
Impact testing
Checks to see how well your packaging can withstand sudden impact
Altitude testing
Simulates altitude changes your packaging may encounter during transportation to ensure there won’t be negative pressure buildup, bursting or leaking.
Seal or Closure Integrity Testing
A good seal or closure is crucial to preventing contamination, spoilage and preventing leaks. It can also build trust with your consumer, giving them peace of mind that the product hasn’t been exposed via a bad seal. Not all packaging types have seals but if your product is one that does, testing the integrity of it is a step you shouldn’t skip. Here are a few types of seal integrity testing:
Bubble Leak Testing
A test where a pressurized product is submerged in water and watched for any bubbles. Bubbles present would indicate a leak. This type of test is more common with flexible packaging, such as a sachet.
Burst Testing
A destructive test that determines how much pressure it takes to burst open the packaging. This type of test is generally conducted on flexible pouch like packaging but semi-flexible packaging like bottles and tubes can be tested at certain labs that have special testing equipment for these packaging types.
Vacuum Decay Testing
This type of test involved pulling vacuum on the product and then monitoring the vacuum level to detect for leaks. This test can test a variety of packaging types such as semi-rigid or rigid.
Torque Testing
This type of test measures the force required to twist open the closure on your packaging. It can be a great, simple test to conduct to ensure your lid won’t easily open during handling but also isn’t screwed on so tight that your consumer can’t get it open. This test can also give you insights into your manufacturer’s quality, especially if you are seeing a vast difference in measurements between the same lot of product or between different lots.
Pro-tip: Request a Technical Data Sheet from your supplier that specifies torque ranges for the closure, this will give you a starting point to validate that the target torque ranges are obtainable on your manufacturer’s end and a baseline if it falls out of spec in the future.
Where to Have your Packaging Tested
There are a variety of testing labs across the country and world that can conduct packaging specific tests.
Testing labs that offer stability testing will also most likely offer packaging compatibility testing as well. Here are a few options to explore:
Below are some options for other package testing labs that have a more robust set of packaging specific services.
Has a variety of test options including shipping simulation and seal integrity tests.
Offers a variety of packaging integrity and transportation simulation tests that comply with international standards.
Offers a variety of testing services such as seal integrity, label testing, torque testing, and more.
Packaging services that focus more on stability and chemical compatibility of packaging with the formulation.
Lab offering a variety of packaging testing services for consumer goods, such as leak testing, torque testing, adhesion strength and more.
Common Mistakes to Avoid
Not testing on production equipment
It is best practice to ensure you are testing product that has been packaged on the actual production equipment. Some smaller manufacturers may end up hand filling or using small-scale equipment for pilot batches. This may not always give you the best indication of how well the label will be adhered to the tube/bottle, how much force will be used to close the container, how well the seal will be adhered, etc. since the equipment may be different when you go to scale up for production.
When piloting your formula, it is recommended that you communicate your package testing needs with your manufacturer to ensure your product is being produced in a similar manner and on similar equipment that will be used for your production runs. This way you ensure your testing will be more representative.
Not routinely testing finished good lots
Things change at manufacturers all the time, whether that is new equipment, company growth, equipment failures, employee turnover, etc. To ensure your product maintains its quality, no matter what happens internally at the CM, it is always recommended to routinely test lots of your finished product. Set up a routine testing system that works for your brand and budget so that you can catch possible quality issues before it is too late.
Not testing when you switch manufacturers
Every manufacturer is different and just because things were going well at one, doesn’t mean a new manufacturer will be the same. Anytime you produce with a new CM, you should re-conduct testing to ensure quality will be maintained.
Not re-testing if the packaging changes
If you change packaging or start offering a different size, re-doing testing is critical. Even if the material is the same, other qualities of the packaging can effect overall quality and stability, so it is always recommended to re-do critical tests, such as compatibility.
Frequently Asked Questions
Are these tests required for cosmetics? What about for OTC?
In the U.S. there aren’t any specific packaging tests that the FDA requires a cosmetic product to undergo. However, the FDA does require you to prove the safety of your product. Ensuring your packaging won’t leach harmful chemicals or cause an adverse reaction with your formula is considered best practice when gathering your safety substantiation.
The FDA also requires clear and accurate labeling which could be effected with a poor, low-quality label that is peeling off, scratched away or smudged.
While the FDA does not call out specific tests, it is in your best interest to validate and test your packaging, within your budget constraints, to reduce regulatory, safety and consumer concerns.
Since OTC products are drugs, they have to follow more strict regulation. One of the key differences with OTC products is that the FDA requires drug products to undergo stability testing, which should include packaging compatibility.
Some OTC products also require tamper-evident seals and/or child resistant packaging that could require additional testing for validation. Labeling of drug products is also more critical compared to cosmetics, so ensuring your label can undergo a variety of transportation and consumer conditions is recommended.
Regulation within other markets may differ, so it is recommended to consult a regulatory specialist within the country of interest.
What is ISTA?
ISTA stands for the International Safe Transit Association, a globally recognized organization that develops standardized testing protocols to ensure the safety and durability of packaging during transportation.
These tests help simulate real-world shipping conditions to identify potential issues like leaks, breakage, or crushing. Some of the labs mentioned above test against ISTA methods and some major retailers may require ISTA tests, see below for more details.
Do major retailers, like Amazon, require testing?
Yes, many large retailers require certain testing, including Amazon and Walmart. These tests help to validate your packaging set-up to ensure your product will remain intact and undamaged. Most retailers don’t want to deal with bad packaging that leads to waste and more resources on their end. Also, poor packaging could lead to distrust in the retailer among consumers.
Amazon has its own Frustration Free Packaging program which includes ISTA-6 compliance. Always make sure to ask the retailer what their requirements are for packaging and ensure you are following the proper testing.
