We all like to feel a little special. Whether it’s seeing our name on a bottle, enjoying a product tailored just for us, or unboxing something designed with care, personalisation taps into a simple human truth: we want what we buy to reflect who we are.
Research proves it: companies that embrace diversity in their mission and values boast happier, more engaged workforces and outperform competitors in meeting consumer expectations. This is especially true in the beauty space where representation matters at every touchpoint – from product development to advertising campaigns.
For brands, personalised packaging has become one of the most powerful tools to connect with consumers on an emotional level. But this isn’t just about putting a name on a label – it’s about combining creativity, data, and technology to deliver scalable, memorable experiences. And for the printers, converters, and packaging suppliers behind the scenes, it’s a chance to show off their capabilities, from short-run digital print to late-stage customisation.
As a strategic marketing partner working with some of the world’s most creative printing and packaging brands, we get to see a lot of these technologies first-hand.
The state of play in personalised packaging
Historically, personalised packaging was limited by some pretty significant barriers. Traditional flexo and offset printing required long runs to be commercially viable, with expensive plates, set-up costs, and limited flexibility once production was underway. That meant personalisation was typically reserved for luxury brands with higher per-unit budget, or one-off campaigns.
But the rise of digital printing has fundamentally changed the landscape. Today’s digital and hybrid presses deliver quality that rivals gravure, flexo and offset, with vivid colours, fine detail, and consistent results – even on complex substrates like metallics or shrink sleeves.
Crucially, digital print enables cost-effective short runs, rapid changeovers and fast turnaround times, making it possible to produce hundreds of thousands of uniquely customised packs without grinding the supply chain to a halt. Combined with advances in data management, production workflows, variable imaging, and late-stage customisation, digital print has opened the door for brands of all sizes to experiment with personalisation – and for their print partners to become true innovators. Looking ahead, AI-driven production will likely play a role too – helping brands optimise designs, predict demand, and manage hyper-personalised campaigns at scale.
Here, we spotlight five brands that are absolutely nailing personalised packaging today and explore the technical magic making it happen.
1. Coca-Cola: The OG of personalised packaging
You can’t talk about personalised packaging without tipping your hat to Coca-Cola. Its “Share a Coke” campaign, launched over a decade ago, became an overnight global phenomenon and arguably changed the game for brand packaging. By replacing its iconic logo with names and nicknames, Coca-Cola turned an everyday bottle into something worth seeking out, gifting, and sharing.
What’s often overlooked is the technical feat behind this. Rolling out hundreds of name variations across multiple markets, at massive scale, requires some serious print muscle. The campaign famously leveraged digital printing alongside traditional flexo and gravure – showing how digital print’s flexibility and quality had come of age. Today, Coca-Cola has expanded its approach to include QR codes and digital experiences, blending physical and virtual personalisation.
For printers, this campaign was a showcase moment. It proved that mass personalisation was no longer a pipe dream – it was a commercial reality, ready to deliver both brand love and sales uplift.
2. Function of Beauty: Personalisation down to the formula
At the other end of the spectrum, Function of Beauty takes personalisation to almost scientific levels. The online haircare brand invites consumers to complete a detailed hair profile quiz, then uses that data to create bespoke shampoo and conditioner formulas. The packaging and labelling are equally personal, with each bottle labelled with the customer’s name and formula details.
Here, personalisation goes far beyond the surface – it’s woven into the entire value proposition. From a technical standpoint, this is an example of late-stage customisation done brilliantly. Function of Beauty’s packaging process integrates variable data printing (VDP) seamlessly with formulation, ensuring that no two orders are quite the same. For the consumer, awaiting their customer-mixed haircare product, it feels special.
What’s especially impressive is how they’ve scaled this without sacrificing quality. For packaging suppliers, this signals a clear opportunity: brands don’t just need printers; they need agile partners who can manage complexity across both product and pack.
3. Moët & Chandon: Luxury meets personal touch
Luxury brands have been quick to embrace personalisation as a way to elevate the consumer experience. Iconic champagne brand Moët & Chandon’s custom engraving service lets customers add names, dates, or personal messages to their bottles, often paired with beautifully designed gift boxes.
This is where premium meets personal. And while the engraving itself may grab headlines, the unsung hero is often the packaging that surrounds it – crafted to protect delicate glass, deliver a tactile unboxing experience, and communicate luxury at every touchpoint.
Behind the scenes, supply chain complexity ramps up. Premium brands need partners who understand not just materials and design, but the logistical intricacies of managing limited runs, multiple SKUs, and seasonal spikes in demand. Add to this the growing role of digital print in producing custom cartons, sleeves, and labels, and it’s easy to see why packaging suppliers with end-to-end expertise are so vital in this space.
4. Lay’s: Smiles, selfies and social connection
Snack brand Lay’s has run several brilliant campaigns using flexible packaging as the canvas for personalisation. One standout was the “Smile with Lay’s” campaign, where crisp (or chips for our US readers) packs were printed with a variety of smiles, encouraging shoppers to pose with the bags for a playful photo moment. But it didn’t stop there – Lay’s also invited consumers to upload photos of their own smiles to create limited-edition personalised packs.
From a technical perspective, this is a fantastic example of how print technology is transforming flexible packaging. Traditionally seen as challenging due to its delicate films and variable substrates, flexible packaging has now become a dynamic medium for personalisation thanks to improved ink adhesion, faster curing, and precise registration in digital print workflows. For brands, it’s a golden opportunity to turn something as simple as a snack bag into an interactive, shareable custom packaging experience – backed by agile, scalable production.
5. L’Oréal: Where tech and beauty collide
Cosmetics giant L’Oréal is no stranger to personalisation. Through its Color&Co platform, the beauty giant offers personalised hair colour kits, created after customers complete an online consultation. The packaging includes the customer’s name and specific colour formula, combining data-driven beauty with bespoke presentation.
What sets L’Oréal apart is its embrace of digital tools – from AI-driven colour matching to Augmented Reality (AR) try-ons – and its integration of those tools into the packaging experience. For the print and packaging industry, this opens exciting new frontiers. Augmented reality markers, scannable codes, and smart labels are all on the rise, turning packaging into a bridge between the physical and digital worlds.
There’s also a privacy layer here: managing personalised data responsibly is critical, especially when dealing with names, preferences, or sensitive details. As more brands embrace personalisation, printers and suppliers who can support secure, compliant workflows will have a clear competitive advantage.
Why it matters: the packaging opportunity
What ties these five brands together isn’t just creativity – it’s their ability to harness technology, data, and smart supply chains to deliver personalisation at scale. For the packaging industry, this is both a challenge and an enormous opportunity.
Digital print is the backbone of much of this work. Once seen as a niche or short-run option, it’s now often on par with flexo and offset in terms of quality, while offering awe-inspiring levels of agility for small batches, test markets, and one-to-one campaigns. Add in late-stage customisation – where final details are applied just before distribution – and brands can achieve the holy grail: scale without sacrificing individuality.
Of course, with great personalisation comes great complexity. Managing variable SKUs, protecting consumer data, and navigating higher unit costs all require smart, integrated strategies. But delivering that message to market – the story of how brands and their print partners are pushing the boundaries of personalisation – takes just as much care and expertise.
At Think B2B Marketing, we specialise in helping print and packaging businesses amplify their innovation, communicate their capabilities, and stand out in a crowded market. Our team works closely with print and packaging businesses, supporting everything from marketing management to campaign execution.
From marketing plans, marketing strategy and messaging to content and campaigns, we help ensure that when our customers bring personalised packaging to life, the world knows about it.
Because when it comes to telling your story, one size definitely doesn’t fit all.
