The Smooth Company packaging
The Smooth Company specializes in innovative hair care products with a direct-to-consumer approach, serving a global clientele. Their packaging strategy employs visually cohesive, retail-ready solutions that reinforce brand identity while supporting product protection and display.
Packaging Portfolio
The Smooth Company employs a packaging portfolio centered on single-layer paperboard folding cartons with clean, precise construction, typically featuring tuck-top closures and high-quality glossy or matte finishes. Their solutions include retail cartons for individual products, multi-product sets, and branded cosmetic travel cases with clear tops for added display value. Packaging is designed to optimize shelf impact and unboxing appeal, with consistent use of a mint green color palette and modern typography. While the cartons deliver adequate protection for shipping and retail display, the use of plastic elements in certain products and accessories presents both functional and environmental considerations.
The packaging is a folding carton made from single-layer paperboard, featuring a smooth, flat construction without any visible fluted layers. It is predominantly a mint green color with a glossy finish, showcasing vibrant graphics and images of a model's hair before and after using the product. The edges are clean and precise, indicating high-quality manufacturing. The carton has a rectangular shape, designed to hold a hair taming wand, and includes a flap at the top for opening.
The packaging consists of several folding cartons made from single-layer paperboard. Each box features a smooth, flat construction with clean edges and precise folds. The exterior is predominantly colored, with a glossy finish that enhances visual appeal. The boxes are designed to hold hair care products, with vibrant graphics and text prominently displayed on the surface.
The packaging consists of a variety of items, including a retail carton box, a tube, and a comb. The retail carton is made of smooth, single-layer paperboard with a clean, precise construction. The box features a glossy finish with vibrant colors, predominantly mint green, and includes images of the product and branding elements. The edges are sharp and well-defined, indicating a high-quality print. The tube is a small cosmetic container, likely made of plastic, with a similar mint green color scheme. The comb is made of plastic, matching the overall aesthetic. The items are arranged neatly, showcasing their design and branding.
The packaging consists of a folding carton that houses a hairbrush and a conditioner. The box is made of a single-layer paperboard with a smooth, flat surface. It features a light mint green color with white accents and a glossy finish. The front displays the product name and brand logo prominently, with an illustration of the hairbrush. The edges are clean and precise, indicating high-quality construction. The box has a tuck-top closure and is designed for retail display.
The packaging consists of a retail carton that is smooth and flat, made from single-layer paperboard. The box features clean, precise edges and folds, indicative of folding carton construction. It has a light mint green color with printed graphics and text. The surface appears to have a matte finish, enhancing its retail appeal. The carton is designed to hold a cosmetic product, likely a cream or lotion, as indicated by the presence of a tube and other related items in the image. The overall shape is rectangular, with a standard tuck top closure. There are no visible signs of wear or damage, suggesting it is in new condition.
The packaging is a soft, zippered cosmetic travel case made of a light teal material. The exterior has a smooth finish, while the interior is lined with a matching fabric. The case features a clear top that allows visibility of the contents inside. The zipper is sturdy and runs along the perimeter of the case. Inside, there are several beauty products including a tube, a spray, a small comb, and a cloth with the brand name embroidered on it.
About the Brand
The Smooth Company operates in the beauty and fitness industry, providing a curated range of hair care products and beauty tools designed for daily use. The company leverages a robust e-commerce model and maintains a strong social media presence to reach a broad consumer base. Packaging is used strategically as both a branding and functional asset, supporting product safety and customer experience.
With a focus on cruelty-free practices and fast delivery, The Smooth Company has established itself as a leader in accessible, high-quality hair care. Their packaging solutions incorporate single-layer paperboard folding cartons and cosmetic travel cases, all meticulously designed with a consistent color palette and clear branding elements. The company’s emphasis on presentation and unboxing aligns with trends in beauty e-commerce, where customer experience and visual appeal are critical.
Key Differentiator: The Smooth Company's packaging is distinguished by its consistent visual identity, high-quality material selection, and integration of branding across multiple touchpoints, enhancing both shelf presence and the direct-to-consumer unboxing experience.
Design System
Visual Style
The visual design utilizes contemporary sans-serif typography, a consistent mint green and white color palette, and polished finishes that convey freshness and approachability. Imagery is clean and product-focused, supporting a modern, aspirational aesthetic.
Brand Identity
Brand identity is maintained through prominent logo placement, standardized iconography, and cohesive product naming. Visual consistency is ensured across all packaging formats, with recurring color schemes, graphic motifs, and clear product differentiation.
Packaging Design
Packaging material choices prioritize lightweight, single-layer paperboard for folding cartons, balancing structural integrity with cost efficiency. Structural design emphasizes straightforward, consumer-friendly formats with secure closures and optimized dimensions for shipping and retail.
User Experience
The design supports a seamless customer journey by delivering visually engaging unboxing moments and intuitive product presentation. Packaging facilitates easy access while reinforcing brand values and building anticipation through consistent branding and high-quality tactile finishes.
Company Metrics
Business insights for The Smooth Company based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Primarily direct-to-consumer beauty and fitness enthusiasts, with a focus on women aged 18-35 seeking cruelty-free, innovative hair care solutions online.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for The Smooth Company based on industry standards and best practices
Frequently Asked Questions
What types of materials does The Smooth Company use in its packaging?
The Smooth Company primarily utilizes single-layer paperboard for its folding cartons and includes soft, zippered cosmetic travel cases for select product sets. The use of glossy and matte finishes adds visual differentiation across their portfolio.
How does The Smooth Company ensure its packaging aligns with sustainability goals?
While the brand demonstrates an emphasis on ethical sourcing and cruelty-free practices, the primary use of recyclable paperboard for retail cartons supports basic sustainability objectives. However, the presence of plastic components in tubes and combs indicates opportunities for further improvement in eco-friendliness.
How effective is the packaging at protecting products during shipping?
The folding carton construction provides adequate product protection for standard shipping conditions, with clean edges and secure closures. However, the absence of secondary protective packaging may limit durability against severe impact.
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