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Skincare Startup's Lesson for Online Brands: Looks Matter The owner of a skincare line wises up to a basic tenet of packaging and watches online sales take off.

By Jennifer Wang

Opinions expressed by Entrepreneur contributors are their own.

When it comes to making a product stand out on a crowded shelf at Target, great packaging is worth more than a thousand words of advertising copy. Online, it turns out, eye-catching package design is worth even more. Take it from Adrian Bryce Diorio, founder of Bryce, an online organic skincare brand that incorporates fresh fruit and vegetable purées into facial cleansers, toners and moisturizers.

Sales were slower than expected, so Diorio surveyed friends and customers, who told him the problem was in the packaging. The product page on BryceOrganics.com, he realized, was weak, with photos and descriptions of three facial scrubs in cobalt blue containers and clear, white-inked labels.

"People couldn't tell what was inside this $28 bottle," Diorio says. "Even though I liked the look, it wasn't speaking loudly enough to customers online. How would anyone know that our product wasn't the typical boring white lotion when you couldn't see it?"