2014-01-07 17:16:51
Deciding on a Dispensing System
2014-01-07 17:16:51
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Consumers want it all—dispensers that are high-performance, with superior ergonomics and aesthetics, according to the feedback Carole Grassi, category manager, cosmetics, Albea, hears from brand marketers.
More brands, both prestige and mass, are upgrading to more luxe packaging options, according to Grassi. But brands are also choosing dispensing systems that provide a better user experience—whether the product is a fragrance, face cream, body lotion, hair care product or hand soap.
“Packaging ‘premium-ization’ has found its way from prestige brands to masstige, and the pressure is always on to deliver new gestures and features that protect the bulk, are reliable and deliver an end-user experience that delights with every usage—that’s always the holy grail,” says Grassi.
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Choosing a Pump for Aesthetics
Jonathan Needham, president, Derxin USA, says that skin care brands, which typically look for airless dispensers, are also requesting more unique bottles with luxe details. “We have been producing double-wall airless bottles for high-end applications, to deliver a more prestige look,” says Needham.
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Artistry, by Amway, is one brand that recently launched a new skin care product in a double wall bottle that looks high-end. The new Artistry Youth Xtend Foundation, an advanced anti-aging makeup formulation, is in a double wall bottle with an airless dispensing system. The bottle features a special lock-valve that keeps air from seeping in, to prevent the product from dry-out, contamination, and leakage.
In addition to the bottle style, the pump style that a brand chooses can be a key design element for its image, especially when a product isn’t in an airless bottle. “The ‘plain jane’ pump won’t make it anymore,” says Needham. “The Olays and Garniers have taken things up a notch as far as aesthetics go, so now all brands are trying to make packaging look more upscale, especially to compete in mass,” he says.
Unique actuator shapes are often requested by brands. “We have new types of actuators with different looks, in oval and rectangular shapes,” says Needham.
One brand that recently switched from a ‘plain jane’ black pump to a translucent modern style is South of France, for its liquid hand soap.
“We deliberately chose a clear pump that’s wider at the top, because of its functionality and aesthetic,” explains Victoria Neilson, vice president/general manager, South of France Natural Body Care. The new, larger pumps have a more user-friendly shape.(See more about the redesign in Beauty Packaging's Online Exclusive: Before & After: South of France's Modern Look)
“We considered how the pump dispenser felt when you touched it with your hand to use it, as well as how it looked with the bottle,” Neilson adds. The new bottles and dispensing systems are by Berlin Packaging. (See South of France’s new look on
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BeautyPackaging.com.)
Another brand that recently upgraded its bottles—and pump dispensers—is eSalon, an at-home hair color brand. Over-sized, user-friendly pumps were chosen to complement the look of eSalon’s sleek new bottles and sassy image. The pump’s ergonomic shape helps to deliver a more positive user experience. (See more of eSalon's new look in Beauty Packaging's Online Exclusive Packaging 'Love')
Francisco Gimenez, eSalon’s CEO, explains, “We loved how these pumps added uniqueness, simplicity, and innovation to the bottle—three elements that are important to eSalon’s brand.” (See “Before” and After” photos of eSalon’s redesign on BeautyPackaging.com.)
Meeting the Requirements of Skin Care Products
Besides considering a pump’s aesthetics and user-friendly aspects, a brand decides on a pump based on compatibility with a product formulation. And product developers are inspiring suppliers to develop a greater variety of dispensing systems, based on the functional needs of new product formulations.
“More sophisticated formulas are being developed that require different types of dispensing systems—and some require airless systems because of their viscosity, not protection,” says Needham. “There are also many products that require an airless dispensing system with a metal free path, because a conventional pump has a stainless steel ball that has the potential to contaminate so many different types of products—especially skin care products that contain commonly used ingredients, like salicylic acid,” he explains.
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Michael Salemi, COO, The Packaging Company, agrees, saying that many more of its customers have become concerned with whether or not an airless dispensing system’s metal parts are in contact with a product. “They want to make sure the pump’s metal spring is located on the outside of the flow channel, so there is no contact with the product,” he says.
One of The Packaging Company’s latest developments for skin care is a 10ml twist-up bottle with an airless pump. When the user twists the cap, the pump’s actuator pops up. Twist it down, and it stays securely closed, for travel.
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Tubes, another travel-friendly option, are also being equipped with airless pump dispensers—and suppliers say this package is in demand for skin care. Some have been fielding requests by beauty brands for tubes with metal-free airless pumps, which are relatively new in the industry, according to Needham. “We will soon be offering new tube structures with metal-free dispensers, in multiple sizes,” he says.
Albea also offers airless Tube + Pump solutions. “They deliver advanced lotion formula protection, in a cost-efficient format, and are perfect for advanced formulations,” says Grassi.
Albea’s SP32A spray pump is ideal for very viscous formulations, such as gels and high SPF lotions. “An available Turbo insert actually handles formulations more than 100 times more viscous than water,” adds Grassi. They have the ability to handle a wide range of viscosities, and come in different finishes and actuator designs.
Solutions for Serums & Targeted Tips
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Aptar is another supplier often driven to develop new packages in order to accommodate a new formulation. “Our developments in dispensing are usually driven by a specific formulation brought to us by a customer, and we identify the best dispensing option for that formula,” explains Des McEttrickmarket development director, NA, Aptar Beauty & Home.
Aptar’s latest development, called Serumony, has Aptar’s metal-free pump called Alpha 70 to ensure product compatibility. Serumony’s pen-like tip ensures a precise, targeted application.
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Like its name implies, Serumony is ideal for a skin care serum. “It is ergonomic and intuitive. It delivers the right dose of serum with one touch—and users will get one precise drop per actuation,” says McEttrick. Seremony is also compact and lightweight. “It can easily be carried around for a quick beauty touchup,” she adds.
If you need a much smaller dose for a serum, and, if your product requires mixing two products just before use, then James Alexander Corporation (JAC) has a consumer-friendly solution. JAC developed its tandem package to keep two products, in two ampoules, separate. The package is called DuoDispersion, and allows the user to blend two substances immediately prior to use.
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Yonwoo International/PKG Group also offers packages with various dispensing options for serums. “We are currently offering several VX mixing systems, auto loading droppers, and extensive lines of targeted applicators,” says Edward Csaszar, vice president of sales, Yonwoo International/PKG Group.
Low Dose Pumps, Foamers and Jars
Other types of dispensing systems are meeting more formulation needs. Csaszar says that skin care products are being developed with more effective formulations, and this affects the type of dispenser that’s needed.
“Today’s formulas are quite effective and a little goes a long way – so we’re seeing a move toward lower dosage pumps,” he explains. Yonwoo International/PKG Group has airless systems that deliver a 100mcl dosage, or less.
Foaming products have become an on-going trend, according to Needham—and not just for kid-friendly hand soaps. “If you want an elegant cleansing system in the beauty industry today, you want to have a foaming product,” says Needham.
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Derxin USA produces bottles in different sizes that come equipped with airless foamers, which have remained steady in their popularity over the years—and are increasing in demand, according to Needham.
“Many brands, especially high-end ones, are developing foaming facial cleansers—so there has been a large demand for foaming pumps” in multiple sizes, says Needham. “Foaming pumps and foaming formulas have even made inroads in hair care; both L’Oréal and P&G have foaming hair color products now,” he adds.
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If a product is too thick for a pump dispenser, such as a body butter, a jar with a dispensing lid might be the ideal solution. “We have several jar options with dispensing lids, and offer our customers the ability to customize a package in numerous ways, in an effort to help upgrade any package in terms of both functionality and convenience,” says Becky Donner, vice president, corporate business development, TricorBraun.
Sometimes a brand prefers a jar package rather than a bottle, due to a product’s viscosity, but the formulation still needs the protection that an airless dispensing system offers. Then, the airless jar is the solution. Plus, it has its own built-in dispensing system.
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The team at Peter Thomas Roth recently collaborated with Fusion Packaging to produce a 15ml airless jar for its Camu Camu Power C X 30 Brightening Moisturizer. It uses an actuator to push the product to the surface, eliminating contaminating the product with your fingers. The jar, and its dispensing system, helps to preserve the product, as well as improve evacuation rates.
It’s decorated with a silver UV metallized and silkscreened over cap, and also has a double-wall effect, in orange, for a luxe look.
Powder Valve Technology for Hair Care
Lindal is perhaps best known in the industry for its Tru-spray system, and the technology permits more viscous products to be offered in a compact aerosol form. This system was used by Unilever’s Sure, Dove and Vaseline deodorant brands when they switched to a ‘greener,’ more compressed can, half its original size—yet it contains the same amount of product.
Now, more beauty brands have been interested in Lindal’s
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advanced powder valve technology, according to the supplier. “The technology is helping to revitalize an entire market category—dry shampoo,” says Philip Brand, global marketing director, Lindal Group.
Brand says, “Because of our package, brands are able to position dry shampoo as a styling aid and travel accessory. The products appeal to a younger demographic, like ‘club kids,’ because they appreciate the volumizing effect they can get with a dry shampoo.”
Fine Mists & Micro-Sprays for Fragrances
The right dispensing system can make or break the experience of using a fragrance, and Albea says its Panache technology can set a brand apart from competitors. In the two years since Albea first introduced its Panache technology, it has been used in more than 15 products.
“Product differentiation is the key to success, and can be achieved through the engineering of specific dispenser characteristics, including spray patterns, flow rates, actuation pressure, and more,” says Grassi.
A fragrance bottle and propellant-free aerosol can are Albea’s most recent additions to its Panache dispensing technology platform, and the packages contain a pump powered by Abea’s SP22 engine. The pump can dispense a fragrance or body mist as a very fine, full mist. “The spray pump delivers a robust, generous spray pattern that can handle bulks including alcohol, water and oil-based formulations, but it’s also dry and gentle on the skin. We’re the only cosmetic packaging supplier to offer this Pulse technology for multiple applications,” says Grassi.
A brand often needs a smaller fragrance spray package—and suppliers have several new options.
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Cospack has a new 12ml fragrance sprayer called Scent, and it delivers a fine mist of fragrance. It’s an alternative to a purse size roller ball package. “Scent is an elegant fine-mist sprayer that we recently introduced as a stock item, and it’s been very popular,” says David Hou, director, marketing & sales, Cospack America.
Cospack offers its Scent silver metal fine mist sprayer in shiny or matte finishes, with a clear glass pen and clear cover. It can also be customized with different finishes or decorating techniques.
The Packaging Company has also developed an innovative dispensing solution, ideal for sampling fragrances—the micro-spray, which was used by Coty for Marc Jacobs Daisy Eau so Fresh. It was the first fragrance spray attached to an onsert in a magazine, and mailed with several Hearst publications in the November 2013 issues of Cosmopolitan, Seventeen, Marie Claire and Elle magazines. (See this story on Beauty Packaging.com).
Why Customization Is Key
No matter what type of dispensing system a brand marketer chooses, being able to customize it is always important—for any type of product.
Yonwoo International/PKG Group’s Csaszar says he thinks about customization options when developing new pump designs. “We are developing a new family line of airless dispensers that have a low pump profile. Making the pump profile as small as possible gives the package a more prestige look and feel— but it also gives a brand the opportunity to create a custom over cap design,” he explains.
Csaszar adds, “Today, skin care products need to look great and capture the consumer’s attention. Design is probably on the forefront of how a brand can achieve this—so we are continuing to push boundaries on decorating options and new aesthetics for our dispensing systems.”
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