Topic: Product + Brand Relationships

When it comes to the alignment of product and branding, specifically the packaging, it can be a huge deciding factor in someone purchasing a product or the way people view the brand. When a product is successful and delivers on what the brand and the packaging say the product should do, it helps build credibility and brand loyalty. 

In luxury brands, a lot of the time in the beauty industry, branding places and sets high expectations on a product’s function. Look at brands like Charlotte Tilbury, they have very sleek, elegant packaging with a lot of gold and metallic accents. This packaging gives the product a very luxurious, clean feel, and that is exactly what their brand gives: a very lightweight, clean-girl, glowy makeup and luxury feel. Not only does Charlotte Tilbury’s brand packaging make it feel top-notch, but their product functionality aligns perfectly with their packaging, allowing them to be one of the top performers in luxury makeup, competing closely with high-end brands like Dior Beauty, Chanel, YSL Beauty, and Gucci, which are some of the industry giants when you think of top luxury brands today.

Now when you look at Bubble Skincare brand and product alignment, you can tell that their products are intended for a younger audience, and that is exactly what their products are meant for: being a safe and educational skincare brand tailored to a younger audience with fun packaging. This is why it is important for brand and product to align when you look at Bubble Skincare. Their packaging consists of many bright and pastel colors with fun names like “Slam Dunk,” “Cloud Surf,” and “Water Slide,” etc.

All in all, brands that maintain a strong relationship between product and brand benefit a lot through understanding their target audience and creating their product and packaging to appeal to that audience, then creating strong brand loyalty and positive word-of-mouth from consumers, where this alignment forms emotional connections that turn them into brand advocates.