Brand Packaging as An Educational Foundation and Marketing Performance of Made-In-Nigeria Cosmetic Products: The Case of Calabar Metropolis

: This work on brand packaging as an educational foundation and marketing performance of made-in-Nigeria cosmetic products in Calabar Metropolis indicates that packaging could be treated as one of the tools in the foundation stage of pupils for today’s marketing performances. A sample of 50 respondents who were business owners of made-in-Nigeria cosmetics products was randomly selected within the Calabar metropolis to elicit responses. The coded questionnaires were evaluated using multiple regression analysis. The results obtained revealed that Brand names and quality, Packaging designs, Packaging information and innovation of made-in-Nigeria cosmetics have a positive significant effect on the marketing performance of business owners. It was recommended amongst others that business owners should intensify efforts on branding cosmetic product names, designs, quality, information and innovation to further enhance efficiency in market performance. Likewise, a new direction should be drawn to introduce brand packaging for beginners in the educational curriculum.