The Business of Better
The Business of Better explores how the most compelling wellness brands are built by understanding human behavior. In a crowded wellness market, growth isn’t about doing more - it’s about understanding better. This podcast dives into the psychology of customer experience and the real challenges founders face as they build brands people actually stay loyal to.
Your host, Leah Babroudi, is a lifelong enthusiast of consumable wellness and the science behind it. She studies functional compounds, holds a bachelor's degree in plant biology, and previously hosted an alternative wellness podcast.
Today, Leah brings her background to a more business-focused lens, working in the customer experience field and studying how consumer behavior, feedback, and expectations shape successful wellness brands.
The Business of Better
The Psychology Behind Beauty & Wellness Packaging | Lilian Santini
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What makes us actually stop and pay attention to a brand?
In the world of beauty and wellness products, packaging is often the first thing that captures a consumer’s attention. Before someone reads ingredients or understands the benefits, they are already forming a judgment based on design, color, and brand presentation.
In this episode of The Business of Better, I sit down with Lilian Santini, Founder & Director of The Copper Portico, to explore the psychology behind beauty and wellness packaging and why it plays such a critical role in building trust with customers.
We discuss:
• How packaging influences the emotional buying brain
• The layers of branding that create a visually cohesive brand identity
• The design details that signal trust in a buyer’s mind
• Common packaging mistakes founders make — and how to avoid them
This conversation is packed with valuable insights, whether you're launching a new brand or have been on the market for years. Lilian also specializes in revamping and elevating existing product packaging.
Connect with Lilian Santini
LinkedIn
https://www.linkedin.com/in/liliansantini/
Website
https://thecopperportico.com/