In a world where first impressions often determine a product’s success, packaging serves not only an aesthetic role but, above all, a communicative one. But what makes certain cosmetics attract attention more effectively than others? One of the simplest – yet most effective – visual strategies turns out to be… the human face.
In this article, we explore the design of cosmetic packaging and the reasons why the presence of a face – whether photographic or illustrative – increases sales effectiveness and influences consumer purchase decisions.
The face as the most powerful visual stimulus
Numerous studies in psychology and neuromarketing suggest that faces are among the most potent visual stimuli. The human brain has a specialized region – the fusiform gyrus – responsible for facial recognition. Even infants can recognize and respond to facial expressions, suggesting that this ability is innate and fundamental.
A team of researchers at the California Institute of Technology demonstrated that the presence of a face activates brain areas more intensely than any other visual forms – even more than text or logos. Additionally, research published in the Journal of Consumer Research confirms that consumers spend more time looking at products featuring a face and are more likely to perceive them as trustworthy.
Facial expressions amplify the effect
It’s not only the presence of a face that matters – its emotional expression is equally important. Smiles, calmness, satisfaction – these emotional states enhance what’s known as “user projection,” or the consumer’s ability to imagine the product’s effect on their own skin. In other words: if you see glowing, radiant skin on the packaging of a serum, you start to believe that it could work the same way for you.
Comparison: cosmetics with a face vs. without
A comparison of cosmetic products that feature a face versus those that don’t reveals measurable differences. A study conducted by Nielsen (2022) found that packaging with human facial elements generated a 37% higher shelf attention rate and a 29% greater likelihood of purchase compared to minimalist labels lacking such imagery. Interestingly, the most significant increases were observed in facial skincare and anti-aging product categories.
Products without facial imagery often benefit from a sense of simplicity and elegance – a strategy used by brands like The Ordinary. However, this aesthetic requires building trust through other channels, such as expert content, an analytical approach to ingredients, and authenticity in brand communication.
Case study: Fenty Beauty and the power of inclusivity
A strong example of using faces in packaging and campaigns is Fenty Beauty, founded by Rihanna. The brand’s ambassadors – diverse in terms of skin tone, age, and beauty types – appear not only in advertising but also on limited-edition packaging and POS materials. This visual embodiment of inclusivity in packaging design fosters emotional connection and translates into record-breaking customer loyalty.
Similarly, Glossier – despite its minimalist aesthetic – showcases real user faces in its campaigns rather than idealized models. These photos sometimes appear on gift sets or special-edition cosmetics. The result? High community engagement and a particularly strong identification effect.
The face as a brand ambassador – even without words
The presence of a face on packaging today plays a role comparable to that of a brand ambassador. Without the need for words, it conveys emotion, values, and even suggests how the product works. A face can symbolize results (e.g., healthy skin), the context of use (e.g., a relaxing home spa experience), or specific emotions (e.g., joy from visible results).
Brands that consciously use this mechanism report not only increased sales but also higher consumer engagement and stronger brand identification.
Conclusions
If you want your cosmetic product to stand out and build stronger, emotional relationships with customers, consider incorporating facial imagery into your packaging or visual communication. It’s a simple, cognitively grounded method to increase visibility, trust, and conversion – in short, everything that determines a product’s success in today’s market.
