BW Confidential - Issue #3 - September 2010 - (Page 56)

Packaging Trends Practical and portable There is increased demand for small, easy-to-carry and easy-to-use make-up packs with novel application features. BW Confidential looks at trends and innovations in the sector by Laëtitia Bonnet-Mundschau credit: istock M ore than ever consumers want make-up packaging that is attractive, easy to carry, easy to apply and offers something new. Ease-of use is a major trend that requires the supplier to spend more time working on the applicator, a user-friendly design and how the formula will be dispensed. This has resulted in a rich and innovative offer in terms of applicators. US-based Penthouse Group for example, has come up with multi-functional applicators made from silicone, which is extremely soft and easily glides over the skin, while Germany-based Geka developed a flocked applicator for eyeliners and a wide flocked elastomer applicator, which aims to reproduce the tactile effect of applying make-up with fingers. Compact and convenient Consumer demand for convenience has also led to a rise in portable products, which includes small sizes that can easily fit into a clutch bag or pocket. UK-based Rexam is working on a lipstick “with a wider than usual integrated mirror to meet the needs of consumers who often complain that mirrors are too small,” says the group’s color cosmetics product manager Pauline Uhlen. Other suppliers have also developed flat compacts or cases, such as HCT Packaging’s flat lipstick compact for Hourglass Cosmetics, or fold-up cases, like 56 those from Cosmopak. In addition to ease of use, packagers now have to do more to protect the product formulas, which have become a lot more complex. The packaging needs to have tight closures and be able to dispense a precise amount of product. Axilone, a subsidiary of the Ileos group, has just laun- requirement of attracting consumers at the point-of-sale. Guerlain’s Terracotta case, for example, features a number of decoration techniques, including over-moulding, hot-stamping and metallization. For new make-up brand Kjaer Weis, HCT Packaging developed refillable compacts in zamac to deliver a luxurious heavyweight look for the line. Looking at the surface Also in decoration, suppliers are developing new surface treatments, such as the ‘3D surface refinement technology’, which Geka offers. “Thanks to this technology, we can take any material, such as wood or stone at any thickness or size and translate it into a special surface that we can then put into our tool to get a 3D effect of the material on the packaging. This technology is very flexible and represents a low investment for brands,” explains Geka marketing director Pilar Gonzalez. Practicality and portability are trends that are here to stay in make-up packaging. However, brands and suppliers will also need to respond to other consumer frustrations, such as loose powder that spills instead of dispensing a precise dose, and weak restitution rates for foundations. These problems will no doubt be the focus of future innovations. n September 2010 - N°3 - BW Confidential Ease-of use is a major trend and one that requires the supplier to spend more time working on the applicator, a user-friendly design and how the formula is dispensed ched an airtight compact and Rexam has developed an airtight lipstick case, while Cosmopak has come up with airtight mascara packaging. This need to protect formulas has seen the rise of packaging with magnets for the closure of cases and compacts. This can be found in Guerlain’s new Terracotta case, which was developed by Alcan Packaging Beauty. This also adds a chic aspect to the pack and responds to brands increasing demand for ‘premiumization’. Packaging needs to also fulfil the basic

Table of Contents for the Digital Edition of BW Confidential - Issue #3 - September 2010

Cover
Contents
Comment
Update
- Brand & retail news recap
- Digital digest
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
Launches
- The latest in fragrance, skincare & make-up
Interview
- O Boticário president Artur Grynbaum
Insight: luxury
- Category overview
- Pricing
- The internet
- Return to quality
Wellness
- The spa consumer
- Spa case studies
Retail
- New store concepts
Travel retail
- Inflight sales
Market watch: US
- Country overview
- Industry roundtable
- Retailing analysis
- Emerging retail channels
Radar
- Six up-and-coming beauty brands
Packaging trends
- Make-up innovations
Last word
- Inspiration&Creation founder Leïla Rochet-Podvin

BW Confidential - Issue #3 - September 2010