2014-11-10 14:46:28

Packaging Is an Ongoing Process at Jane Iredale Cosmetics

2014-11-10 14:46:28

Jane Iredale founded Iredale Mineral Cosmetics, Ltd. In 1994, and became the first to supply the aesthetics industry and physicians with a full line of makeup based on minerals that were good for the skin. She has worked with world-renowned plastic surgeons and dermatologists in the development of her line and lectures all over the world on its benefits. Before she formed her cosmetics company in 1994, Iredale’s background was in film, theater and television working as casting director and producer with much recognition including awards such as Emmy and George Foster Peabody. She is currently an active board member of ICMAD.

In 1994, Jane Iredale launched her beauty line with just one product in the simplest package available—a loose mineral powder in a clear plastic jar with a white cap. “I just wanted something that was functional,” she said. After all, had just coined the term “mineral powder,” and was still filling pots in her kitchen.

Iredale had had a career as a casting producer and producer. But when she became “burned out,” she started looking for a change.

Looking for compact container?

She says she had seen actors struggle with cosmetics formulations, and thought “why can’t we have a makeup that’s good for the skin?”

So she launched into experimenting with ingredients and says she basically removed the ones she didn’t like—such as talc.

After about a year of trial and error, she launched the first product, a trendsetter multitasker by today’s standards, as it was a foundation powder, concealer and sunscreen all in one. “It wasn’t complicated,” she says. “Just quality ingredients applied with a brush.”

Packaging Plays a Role

The line expanded to loose powder, pressed powder, lipstick and pencils. She did not use cartons—the compacts and jars sat directly on shelves. But as distribution picked up, the look became more important, and a packaging evolution began—and hasn’t ended. Iredale says, “It’s an ongoing process to redesign the packaging.” She adds: “You need to reinvent yourself every seven years or so.”

Following the very basic cap and jar came a dark blue plastic cap with the name of the brand on the sidewall rather than on the lid. The brand then had to add a carton to be able to provide consumers with all the sunscreen info.

The next iteration was a frosted plastic jar, which “made the products look more premium.” The highlight was a gold-colored aluminum lid with a debossed logo on the cap.

“Doctors, salons and spas liked the look,” says Iredale, “but on retail shelves, it didn’t look sophisticated enough.”  She then turned to a cream carton with a gold logo “which looked fresh.”

Now many of the cosmetic products are housed in a soft-touch carton with a gradated color embossed “I” logo that instantly says color. Iredale says the new packaging is “working very well on retail shelves because it pops.”

Lipstick container?

Further, she says, “We stand out because we’ve been around the longest and quality has always been a priority. We even do testing that’s not required.”

Iredale’s mineral makeup line now ranges over 400 SKUs, with products including
foundation, concealer, blush, bronzer, eye makeup, self-tanner and golden shimmer.

It is sold in 46 countries, and all formulations are made in the USA, except for pencils.

From entertainment production to cosmetics production: It was quite a career change for Iredale.

please visit www.topbeautysh.com  for more cosmetic packaging information.