Thank you cards that sell: Top 3 package insert templates for beauty brands

Without them, you wouldn’t have a business to run at all (obviously). But because of this, every touchpoint matters in beauty ecommerce. And one of these touchpoints is none other than your product's packaging.

It’s more than a delivery method; it’s an experience.

A thoughtfully designed thank you card or package insert can transform an ordinary unboxing into a brand moment your customer remembers, shares, and acts on. The right insert doesn’t just say “thank you,” it drives engagement, repeat purchases, and loyalty.

Below are three package insert card templates that beauty brands are using to make their shipments memorable. Each includes design principles, messaging tips, and strategic placement ideas to elevate your own unboxing experience.

What are package insert cards? 

Before we really dive in, let’s ask the question: what even are package insert cards

Package insert cards are small, branded cards included inside customer shipments, you might’ve found ones tucked beside your new skincare serum or lipstick.

But they’re far more than decorative extras. These cards:

• Deliver a personal touch: A handwritten “thank you” or a brand story snippet can make customers feel valued or relate to the brand’s mission and vision.
• Drive engagement: They often include promo codes, referral offers, or QR codes that link to tutorials or loyalty programs
• Strengthen brand storytelling: A beautifully designed card can reinforce your brand’s aesthetic, values, and voice, turning an ordinary order into a memorable unboxing moment.
  

In the beauty industry, where first impressions and presentation definitely matter, insert cards turn product packaging into a relationship-building and retention tool.

Alright, let’s get into it: 

Template 1: The “Thank You + Social Proof” insert card

Purpose: 

• Strengthen customer connection and amplify your brand on social media.

Design principles:

• Use a bold hero image or product close-up on one side to reinforce your aesthetic.
• Keep copy short, aim for a header with 10 or fewer words, followed by a description or additional copy that’s under 30 words. For example, a header could be “Your glow-up starts here, thank you for choosing us!” followed by additional information about the brand. 
• Include your social media handle(s) and branded hashtag for customers to share, allowing them to be part of your community while generating UGC. 

Messaging tips:

• Add a line like: “Share your look with #GlowWith[BrandName] for a chance to be featured!”
• Include a customer testimonial, influencer quote, or image of an influencer using the product for credibility.

Example layout:

• Front: Vibrant product shot with a minimalist thank you and note for sharing.
• Back: Icons for Instagram, TikTok, and YouTube, with a QR code linking to your community page or GRWM videos. This is also where you can share a testimonial or image to boost trust. 

Template 2: The “Loyalty + Exclusive Offer” insert card

Purpose: 

• Increase repeat purchases and average order value (AOV).

Design principles:

• Highlight the offer front and center: “Welcome to the [insert community name]. Enjoy 15% Off Your Next Order!”
• Experiment with colors or finishes that match your positioning.
  • For example, a more premium brand may add a wax seal, or a fun, quirky brand might have a scratch-off to uncover the exclusive offer. 
• Keep it clean, don’t clutter the space with too much text, and position the discount front and center.

Messaging tips:

• Include urgency: “Offer valid for 30 days only.”
• Add a personal touch: “We loved packing your order and can’t wait to see your next glow moment!”

Example layout:

• Front: Large discount code, your logo, and a simple header.
• Back: A single product image, your website URL, and a CTA to join your email or SMS list for more exclusives.

Template 3: The “How-To + Cross-Sell” insert card

Purpose: 

• Provide education around your product while introducing customers to more of your line.

Design principles:

• Use step-by-step visuals or icons, for example, “3 Steps to Maximize Your [Product Name] Glow.”
• Keep colors and typography consistent with your packaging for a cohesive feel.
• Reserve one section for a product recommendation.

Messaging tips:

• Add a mini-routine explaining how to use the product.
• Share other products that pair perfectly with what the customer purchased, for example, “Pair with our Vitamin C Serum for brighter mornings!”
• Include a QR code that links to a video tutorial, blog post, or more product information for increased value. 

Example layout:

• Front: Share step-by-step instructions on how to use the product with clean visuals.
• Back: A small product grid featuring complementary items with subtle upsell copy: “Complete your routine with these faves.”

Tips for designing your package insert cards

As the saying goes, it’s all in the details.

And for your package insert cards, the details are what can change how a customer connects with your products and brand. Your insert cards should feel like an extension of your beauty business.

Our top tips to ensure your insert cards look stunning while driving engagement and customer loyalty:

• Stay on-brand: Fonts, color palettes, and tone should match your website and social presence.
• Use quality materials: Thick cardstock or matte finishes elevate the tactile feel of your brand. No one wants to give time to a flimsy or ripped insert. 
• Track effectiveness: Add unique discount codes or QR links to measure which inserts drive engagement.
• Test variations: A/B test two different messages or designs to see what resonates most with your audience.
• Get personal: Sending a PR box or order to a loyal customer? Take the time to customize the insert card to speak directly to them. Although not scalable, this can be used in special circumstances. 

If you’re looking for inspiration, exploring different thank you card ideas can help you discover designs and messages that feel authentic to your brand.

Why package inserts matter for beauty brands

During a time where unboxing videos are taking over TikTok and Instagram feeds, your inserts are a core part of your marketing strategy, whether you like it or not. 

A well-crafted card reinforces your brand story, increases retention, and creates exciting, shareable moments that introduce your products to new customers organically.

Whether you’re sending a luxe skincare drop or a playful makeup bundle, pairing high-quality products with thank you/social proof, loyalty/exclusive offers, and how-to/cross-sell templates will delight customers. Even small business thank you cards can become powerful tools to reinforce your brand story and transform packaging into a revenue-driving retention tool.

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