Nuskha: Developing a Packaging for India’s First-Ever Facemask Capsules

9 min readOct 29, 2021

Market Research

Market understanding

The skincare industry is a part of the FMCG sector and is considered one of the rapidly growing dynamic markets in India. Clinical skincare, DIY beauty and a customer who wants more — the Indian beauty industry is riding a wave of change. While usage of skincare products in India is low, the market is being driven by the younger cohort. The rising penetration of derma players and the emergence of online brands are expected to positively influence the market moving forward.

Sector Environment

The rise in the incidence of skin diseases and improved awareness regarding skin health among people are a few of the significant factors that propel market growth. Furthermore, easy accessibility of skincare products through company websites and online channels, and doorstep delivery are driving the market.

Constraints

All-natural products are not suitable for every skin type.

The products are too harsh for their skin, Customers faced break out problems.

The process of making a DIY mask is too tedious and it has an unpleasant odour.

Masks aren’t that permeable due to their thick consistency, hence dermatologists recommend acids.

Brands have been constantly marketing on the latest idea of natural and chemical-free products, forgetting the fact that everything in this world is made of chemicals.

Drugstore brands sell them as a liquid in plastic tubes, contributing to environmental waste.

There are a few products in the Indian skincare market which hold no value yet provide consumers with a feel-good experience.

High price points of branded skincare products and the presence of counterfeit ones deter its growth.

User Research

Consumer needs

A fair complexion is no longer the goal. What matters now is glowing, protected skin. It is also driven by modern consumers’ desire to look good at all times

Existing DIY face masks consume a lot of time and ingredients, which sometimes aren’t readily available

People starting on skincare don’t know the appropriate measurements and a reliable source for DIYs

Establishing the fact that scrub isn’t the solution to every problem and in our case a problem generator as it encourages micro-tearing of the skin

Everyone’s skin type is different, hence one face mask doesn’t cater to all

Chemicals aren’t all that bad, acids help different skin types attain better skin, For eg hyaluronic acid for the dry skin type, Salicylic acid for Oily skin type etc

Buying decisions and behaviour

The awareness about the harmful effects of UV rays and other climatic factors on skin leads the consumer to be more specific about the cosmetic products as per the skin requirements. For eg. skin darkening, patchy skin, acne spots and sunburns

The typical Indian believes in the value of DIY beauty remedies based on age-old ayurvedic principles

There has been a shift from natural, ayurvedic products to more results-driven, ingredient-focused products

The upper-middle-class population is fast-paced and a convenience population, they want quick application and visible results

Packaging is a significant driver of trust because it prevents tampering and communicates honestly.

For building trust consumers look at factors such as using ethical manufacturing and offering recyclability

Competitors SWOT analysis

The User Group

For people visiting dermats for their skincare conditions, someone from a well-off household. Skincare enthusiasts and for the souls looking to be rooted in the traditional skincare nuance but are living on the go, under a time crunch Believers of a zero-waste lifestyle and a convenience seeking audience

Market Research

Opportunities for spaces

Anticipated growth in the skincare market can be attributed to growing disposable income leading to increasing purchasing power of the people.

Millennials prefer shopping online more than other age groups. The emergence of online retail and the increasing inclination of youth towards skincare and other grooming products is another key factor that is expected to drive the cosmetics market during the forecast period.

Rising consumer awareness and preference to buy advanced skincare products which not only make them look beautiful but also enhance their skin type is also leading to the huge demand for cosmetics products

Once the brand has established itself in the online market, it will further expand to having its store and on the shelves of multi-outlet brands.

Trends and Forecast

Dermatologists are observing shifts in behaviour with their patients as well. “They are all now concerned with preventative care, so vitamin C and sunblock are becoming ubiquitous,” says Delhi-based Dermatologist and Integrative Aesthetics specialist Dr Kiran Sethi. “They start preventive care for ageing at an earlier stage and nearly everyone is concerned with either pigmentation, acne, marks, or all of it, and want to treat it.”

The pandemic has been a significant contributor to the rise in demand for skin care in India. Consumers want to maintain a routine, practise self-care and also appreciate having more time to experiment with formulas. New Indian brands are launching to capitalise on this.

People are cutting back on multiple steps in their skincare routine for a variety of reasons, Not only do many people have far less expendable cash as a result of the economic downturn, post-Covid but there is an increasing awareness of the impacts the beauty industry is having on the environment and climate change. Using one product rather than multiple ones to achieve the same end pointcuts waste and also reduces the risk of irritation and sensitivity to the skin

Slow beauty is all about overall wellness and self-care. For consumers, it centres on an ideology of adopting natural, holistic, body-positive, and sustainable beauty practices. Ayurveda-based beauty is hardly a trend in India, but its clean, non-toxic approach is in tune with the times.

About the brand

Brand offerings

An Indian clinical semi-luxury skincare company, a dermat proven initiative for vocalising the use of local DIY skin products in the form of something more easily usable. Debunking fads like using lemons, toothpaste and scrubs. Initiating a switch to a truthful source.

Expanding our product range to sheet masks, face soaps, cleansers, serums and moisturisers. Reach a wider audience by selling online or overseas. Offering low-cost extras such as improved credit terms, discounts or loyalty schemes

PPDS

I want the brand to be perceived as an approachable and reliable skincare brand that not only promotes clean Indian techniques of skincare but also a zero-waste lifestyle. This can be achieved through packaging that maintains its transparency with the right graphics.

Differentiation (USP)

Product Based- A zero waste range of facemasks infused with essential clinical serums and Indian ayurvedic skincare ingredients packaged in the form of powder capsules, soluble in a liquid.

Why capsules? This will help the users in understanding portions and sealed hard gelatin capsules can be good oxygen barriers. Capsules can be opened to obtain powdered ingredients and unique mixes of ingredients are possible. It will cater to a range of different skin types like Oily, Dry, Sensitive, combination and normal catering to various skin problems. It will be one step process, with no fuss and quick to apply yet maintaining its authenticity and not selling products like sheet masks which are highly polluting and give no proven results.

Service-Based- Users with various skin conditions and requirements will get to choose amongst a plethora of options to customise their face mask capsules, depending on their preferences.

Brand Essence

Ayurvedic Ingredients + Clinical skincare acids= Liquid soluble Face- mask Capsules

Purpose

To promote the use of the correct balance of Indian Ayurveda and clinical serums for maximum effects by a zero-waste lifestyle.

Promise

To provide full transparency while using our products as well as giving the users the freedom to choose from various options suitable to their needs.

Personality

Indian Traditional Ayurveda, Clinical yet Vibrant, Transparent & Reliable, Healing, Calm

Moodboards

Packaging references

Materials: Metal box, Recyclable plastic for clasps of the brush holder, Wooden brush with artificial hair

The packaging has to be airtight, sustainable and reusable along with a brush for application. The capsules will come in the metal container after which the user will get subscription refill bags. The container can also be used to store mints and smaller items. This will help build a zero-waste lifestyle.

Packaging Structure and its Evolution

The Dieline and Information Hierarchy

The measurements were decided, keeping in mind the sizes of skincare products that go on a bathroom shelf.

Nomenclature

Some names that were thought for the brand were all derived from Indian Ayurveda like:

Veda apothecary, Strotas, Dermatatva Apothecary, Tatvaderm, Tatva Naturals Dermaceuticals, Dermveda Apothecary, Doctor’s Nuskha, Nuskha Clinical Ayurveda

The finalised name for the brand was Nuskha Dermaceuticals.

Nuskha translates to prescription or formula used popularly in India. It is often heard in the verbatim as ‘doctor ka nuskha’ and ‘Nani ke nuskhe’

Logo Development

The logo derives its inspiration from the mortar and pestle(okhal aur moosal), typically used to grind together ingredients to form mixtures. It has been incorporated in the ‘U’ of nuskha.

The stickers represented the attributes of the bottle

Approach I

Line art of the ingredients along with embossing(gold foil) to add a premium touch was thought of as the first visual direction.

Approach II

A second version was tried using traditional motifs inspired a contemporary cross-section of ingredients like fruits and veggies.

These visual styles weren’t taken forward due to their nature of being widely popular and not having a significant shelf throw.

Approach III

The last approach followed realistic ingredient illustrations with a tell-a tale visual style.

Concept Note

The final packaging visuals evolved from the third approach which gravitated towards a narrative. The basic idea was to transport the consumer to a nostalgic place of their lifelike their summer holidays at their Nani's place. The packaging is vibrant and hence the shelf throw stands out amongst the more minimal and subtle packagings in the market.