In the beauty industry, expanding a product portfolio is often associated with developing new formulations. A new serum, another cream, a mask or a specialised product means a new brief, laboratory development, testing and preparation for manufacturing.
But portfolio growth does not always have to start with a new formula.
The same formulation can be offered in different packaging formats, responding to different consumer needs and supporting different business objectives. A full-size cream can also be introduced as a travel-size version, a sample added to an order or a convenient single-use sachet.
In this context, format becomes more than simply a way to package a cosmetic product. It becomes part of the product strategy.
Packaging is about more than design
Packaging is one of the most visible elements of a cosmetic product. Its shape, material, colour and finish influence how consumers perceive the product and how it fits into the brand's visual identity.
From an R&D and manufacturing perspective, however, packaging performs many more functions.
A jar can enhance the sensorial experience. An airless system can provide precise and convenient dispensing. A tube can be a practical solution for everyday use. A sachet, on the other hand, makes it possible to offer a small, precisely defined amount of product.
This is why the choice of format should be based not only on the appearance of the packaging, but also on the characteristics of the formulation, the method of application, the target consumer and the product's sales model.
A sachet is more than just a sample
One packaging format that offers brands particularly broad possibilities is the sachet.
The most obvious application is sampling. Consumers can experience a product before purchasing the full size, while brands can include samples with e-commerce orders, promotional materials or product sets.
But the possibilities go much further.
Sachets can be used as:
- samples supporting new product launches,\
- single-use and travel-size formats,\
- elements of discovery sets,\
- products for hotels, spas and the hospitality sector,\
- individual portions of cosmetics used in professional treatments,\
- elements of multi-step skincare routines,\
- a format that allows consumers to discover several products from a brand before purchasing the full-size versions.\
As a result, an existing formulation can gain additional commercial applications without the need to develop an entirely new cosmetic concept.
This can be particularly valuable for brands looking to create more consumer touchpoints, support product discovery or explore new ways of introducing existing products to the market.
The same formula does not mean simply changing the packaging
Moving a cosmetic from a jar to a tube or introducing the same formulation in a sachet may appear relatively straightforward. From a technological perspective, however, the process is more complex.
The formula and packaging work as one system.
Before introducing a formulation in a new format, several factors need to be considered:
Viscosity and rheology The formulation needs to be suitable for both the selected dispensing method and the filling process.
Packaging compatibility A cosmetic remains in contact with its packaging throughout its shelf life. The behaviour of the formula-packaging system therefore needs to be evaluated over time.
Dosing A cream in a jar is used differently from a product dispensed through a pump or packaged in a single-use sachet. The amount of product should correspond to the intended application.
Filling and sealing Each packaging format has its own technological requirements that need to be considered when planning the manufacturing process.
Product stability Changing the packaging can alter the product's exposure to light, air or packaging materials. It should therefore not be assumed that a formulation will behave identically in every packaging system.
This is why packaging format should be considered as part of product development rather than simply as the final decision before manufacturing.
One product, different consumer touchpoints
It is also worth looking at packaging format from the perspective of the customer journey.
Imagine a cream sold in a standard 50 ml pack.
The same formulation in a sachet can be included with an order for another product, becoming the consumer's first introduction to the cream. A smaller format can become part of a discovery set or travel set. The full-size packaging can remain the core retail product.
In this way, different formats of the same formulation can support different stages of the consumer's relationship with the product and the brand:
DISCOVER → TRY → EXPERIENCE → BUY
This changes the role of packaging. It is no longer simply the container in which a product reaches the shelf. It can become a tool for sampling, sales, product experience and portfolio development.
Packaging format should be considered from the R&D stage
The greatest opportunities arise when decisions about the formulation and its potential packaging formats are made early in the development process.
If a brand already knows that, in addition to a full-size product, it plans to introduce samples, sachets or travel formats, these requirements can be considered during formulation development, packaging selection, testing and manufacturing process design.
This allows the product to be considered more broadly than through the perspective of a single SKU.
So the question does not always have to be: what cosmetic product should we develop next?
Sometimes it is worth asking first:
How else can we use the product we already have?
Cosmetic manufacturing in different formats at MG Evolution®
At MG Evolution®, we support brands throughout the entire product development process — from concept and formulation development through packaging selection, testing and regulatory preparation to scale-up, manufacturing, filling and packaging.
We manufacture cosmetics in a wide range of packaging formats, enabling brands both to develop new products and to explore additional opportunities for existing formulations.
Our capabilities also include sachets from 1 ml, with production starting from 5,000 units, making this format suitable for applications including sampling, product sets, travel formats and professional beauty.
Because expanding a product portfolio does not always require another formulation.
Sometimes it requires thinking differently about the format.