Nearly the same formula can be found in two lipsticks. One sells for £5. The other one is £30, and everyone pays it. What is the key to the difference? It's probably not the lipstick itself. It's an element that most brands don't get right – packaging. The little trick for adding a really luxurious feel to a lipstick.

 A Secret in Plain Sight

Just head down any beauty section and you'll find it. The expensive lipsticks feel and appear distinct even before you start using it. That feeling starts with the box and the bullet case.

We can make a judgment of value in seconds. We make cost judgements on products well before testing them. This is an initial conclusion based on a first impression that is, influenced by the first sight and the first touch.

So, the secret is a simple one. When a lipstick's package looks and feels expensive, so does the lipstick. The contents of the product is important, but the first impression is all about the presentation.

 Why Packaging Shapes Price

Yes, it sounds crazy but packaging alters the value of what is being packaged. It's true human psychology  and it is used by the top brands on a daily basis.

Here are some of the things that premium packaging is silently telling the buyer:

• This product is good quality.
• This brand does not miss a beat.
• This is worth the higher price.

A weak wrap conveys the message quite the opposite. This breathes “cheap” even if the formula is a wonder. The price tag is in the customer's mind set by the packaging.

The Power of the Box

This is where the little detail comes in! Most lipstick boxes may not be aware of its duty of carrying the lipstick. It's the first thing that a consumer deals with.

A high-quality one will feel firm and smooth to the hand. Delivers a clean, satisfying opening. It helps retain the color in the lipstick and makes it feel like dessert.

A really good box performs a number of functions:

• Conveys a positive impression of quality from the start.
• Protects the lipstick from damage and heat.
• Communicates your brand message via design and finish.

Luxury box, luxury lipstick. It’s the essence of smart packaging.

Small Touches, Big Impact

The "tiny detail" is not one thing, particularly. It's a collection of little good decisions that equal a high-end experience. They are all simple to incorporate, but have a significant impact.

The luxury touches are:

• Gold or silver foil stamping that reflects the light.
• Raised embossing impressions that give a tactile feel to the logo.
• Soft touch or matte finish which has a velvety feel.
• Bright, rich, luxurious color.
• A tight and sanitary fit, to keep the lipstick just right.

All of these don't cost a lot of money. But combined, they make a mundane product a £30 product. Purchasing agents perceive, although they may not be able to articulate the reason.

How Touch Tricks the Brain

This is actual science! We form our sense of value by our sense of touch. Heavier, smoother boxes are more expensive. A thin rough one has a bad feel.

That's why luxury brands fret over texture and weight. They understand that our hands speak before our mouths. If you use a soft touch lipstick box, a £10 product will seem like a £30 product.

Then, when you change your packaging texture, you're not just being fancy. You are using the tested technique that will make people appreciate your product more. It's one of the savviest things a beauty company can do.

The Unboxing Moment

Nowadays, unboxing is the excitation. Beauty lovers are keen on taking photos and posting their shopping sprees online. A good quality box of lipsticks can make a plain purchase memorable.

An un boxed experience makes all difference to a brand:

• It is making the buyer feel special and valued.
• It inspires social media posts and free buzz.
• Converts one happy customer into a loyal customer.

If your packaging is good-looking when viewed on camera, your customers are your marketing team! That is very strong and it all begins with the box.

What This Means for Indie Brands

The best part is that It's not necessary to have a huge budget to appear luxury. Small brands can go big with smart packaging!

Getting the package right is a way for a start-up beauty company to face off against the big guys. These same small things like foil, embossing and soft touch finishes are available to everyone. This makes it equal opportunity.

Now, if you are a small brand, then you would want to concentrate on this. A premium look is a trust factor, it's a justification for the price of the product and it's a fast differentiator. It's one of the highest ROI cosmetics that exist.

How to get it done with integrity.How to get it done right.

One important note. Great packaging should complement a great product. Don't overcomplicate a weak formula with a fancy box. The buyer will notice it and be disappointed.

The aim is harmony. Let your package be a true reflection of the actual product. If both match, you have established trust for the long haul. A number of brands also select environmentally friendly and responsibly sourced supplies, further enhancing the value to modern buyers.

It is possible to have premium and responsible together. That is the mix that's most popular with today's customers.

Final Thoughts

So there it is. What makes a £30 worth of lipstick worth £30 is not actually the lipstick. It's the packaging that surrounds it. How value is judged is a reflection of the box, the finish, the texture, and the unboxing.

Within seconds, our brains make a judgement on premiumness and packaging has a significant influence. A good, attractive looking box with tasteful finishes can make a product go from cheap to luxurious in a single flash.

Whether you're a large or small beauty company, it's a lesson you can't avoid. Don't sweat the small stuff. Take the time and invest in your packaging. Make the small details perfect and your lipstick will not only look like £30, it will actually cost £30. It will feel it, and when the cap comes off, it will feel it long before.