Refillable cosmetics are designed to allow consumers to continue using all or part of the original container after the product inside has been used up. Refilling can involve pouring product into the existing container or replacing only the prefilled inner container while keeping the outer container.
With these products, refilling or replacing the inner container is part of the user experience. Brands need to choose a refill method suited to the formula and assess whether consumers can refill the product easily and continue using it as usual.
What, then, should brands consider when developing refillable cosmetics that are easy to use? This article explores how to choose a refill method that suits the formula, what to consider for product use and care, and how to guide consumers when they purchase refills.
1. Start by Choosing a Refill Method That Suits the Formula
When selecting a refill method, brands should first decide on the formula and how consumers will dispense it in everyday use.
For products refilled by pouring, the refill packaging needs to suit the formula’s viscosity. For products with a replaceable inner container, the fit between the outer container and the refill container needs to be checked.
The selected refill method should be assessed using samples filled with the actual formula. Reviewing the formula and refill system together can help brands define a suitable development approach based on their desired texture and how the product will be used.
2. Even First-Time Users Should Be Able to Refill the Product Easily
Once a refill method has been selected, the next step is to examine how consumers will actually refill the container or replace the inner container.
For products refilled by pouring, brands need to check whether the packaging is easy to hold and open, whether the product can be poured easily into the opening of the original container, and whether consumers can easily control how much they pour.
For products with replaceable inner containers, it should be clear where to grip the container and in which direction to remove it. After inserting a new refill, consumers should also be able to confirm that it is securely in place.
During sample review, asking someone unfamiliar with the product to read the instructions and try refilling it can reveal which steps are confusing or inconvenient. This feedback can be used to improve the product’s design and make the instructions easier to follow.
3. The Product Should Remain Easy to Use After Repeated Refills
Because some container components are reused in refillable products, brands need to check whether the product remains easy to use after repeated refilling or replacement.
For products that reuse the same pump, check that it continues to dispense the product properly after repeated refills. For products with replaceable inner containers, check that each new refill still fits securely and that the lid closes properly after multiple replacements.
During development, brands should identify which components will be retained and which will be replaced, then discuss with the manufacturer what to evaluate based on the expected period of use and number of refills.
4. Provide Care Instructions Suited to the Product
Consumers also need guidance on how to prepare the container before refilling and how to care for the components they will continue using.
For products refilled by pouring, the instructions should clearly state whether the container needs to be cleaned. If cleaning is required, explain which parts to wash, how to wash them, and how to dry them afterward.
Whether cleaning is needed and how it should be done may depend on the formula and container design. Brands should therefore determine an appropriate method with the manufacturer and include it in the instructions.
For products with replaceable inner containers, provide care instructions for the parts that remain in use, such as the outer container and lid.
Instructions should specify what consumers need to do. Rather than simply saying “Keep it clean,” provide clear, easy-to-follow guidance on which parts to care for and how.
5. Make It Easy to Choose the Right Refill for the Product
When purchasing a refill, consumers should be able to easily confirm that it is compatible with the product they already own. Even within the same brand, refill compatibility can vary depending on the product type, size, and container design.
Brands should clearly communicate the following information in product names and on product detail pages:
- The exact product name and size of the compatible refillable product
- Whether the item is a refill only or also includes the outer container
- If the container design has changed, whether the refill can still be used with the previous container design
The corresponding refill can be featured on the refillable product’s page, while the refill’s page can display a photo of the compatible product. This helps consumers compare the pictured product with the one they own and choose the right refill.
Conclusion
To develop refillable cosmetics that are easy to use, brands need to consider the formula’s properties, the refill method, use and care after refilling, and the next refill purchase as parts of one connected experience.
By refilling actual samples, brands can identify and address any difficulties with pouring in the product or replacing the inner container. They should also provide clear guidance on how to care for the container and which refill is compatible with the product the consumer already owns.
Neo Mirae works with brands to review formulations, container options, and production approaches in line with each brand’s product concept. If you are planning a refillable cosmetic product, talk to Neo Mirae about a development approach tailored to the formula you have in mind and the way consumers will use the product.
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