Packaging comes first for beauty brands because Instagrammability sells. Social media has leveled the playing field between indie upstarts and major brands. One appealing product can kickstart a fledgling retailer and attract major retailers like Sephora to partner up for a product launch (like Taste Beauty’s French bulldog-inspired lip balm). Ypulse found that 46% 13-35-year-old social media users think it’s important that product packaging looks good on the things they post, and established brands like MAC have caught on: their $250 pyramid-shaped makeup collaboration with Aaliyah sold out just minutes after launching. (Glossy)
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