2014-12-31 16:19:59
Innovative Packaging Reveals a High-Tech Twist
2014-12-31 16:19:59
Read on for some of the latest examples, ranging from prestige launches from the largest brands in the world to startups from entrepreneurs and Ivy League grads.
As technology continues to consume our lives, devices—and the way we use them—are influencing beauty brands and suppliers, with many packages taking on a “high-tech” look. The sophisticated and exacting nature of electronics has also transitioned to ultra-precise dispensing methods with a state-of-the art laboratory quality. Even the word “smart” now serves as a commonly used adjective for beauty terms, regarding packaging, manufacturing and materials technology.
In fact we’re so tied up in our electronics world, we frequently have at least one hand engaged with a device at all times. Beauty brands and suppliers have tapped into this behavior, enabling consumers to apply cosmetics single-handedly, with no need to put down the phone or stop scrolling even for an instant.
This 21st century phenomenon served as the inspiration for the One Handed Lipstick package recently developed by Weckerle Cosmetics. Weckerle says its packaging development team “always looks at other product categories to get inspiration to create and incorporate new ideas in cosmetic packaging.” As most high-tech devices are designed for use with one hand only, it gave them the idea for this special lipstick case, whose product can be easily applied in multi-tasking situations.
The company says it’s an innovative approach that combines “a fashion-forward look with the convenience of an intuitive-to-use and go-anywhere one-handed operation that appeals to today’s 24/7 consumers. The lipstick was developed for quick, easy and precise handling in any situation where you have only one hand to apply your lip product—in the car, while talking on the phone, etc. It opens by turning the upper part of the packaging, and the bullet appears by turning it further.
The product is the same size as a regular lipstick case and offers a special “flower opening” mechanism. A 350° twist to move between closed and up position and a lock to ensure against a mess in handbags makes this packaging unique. And what’s more, women will no longer have to “fish around” for missing lipstick tube tops.
Keeping pace with technology and the need to text—in addition to women’s desire to consolidate cellphone, wallet and cosmetics into an easy-to-access clutch with on-the-go essentials—inspired businesswoman and inventor Laura Heilman to create STIKS COSMETIKS.
The idea dawned on Heilman one day when she wanted to run out to lunch with just her flat wallet, but her lipstick wouldn’t fit. She thought to herself, “Why doesn’t anybody make a flat lipstick?” She then set out to create a lipstick that would fit into a back pocket, a flat wallet or a tiny clutch.
Weckerle got the idea for this special lipstick case from observing how high-tech devices are designed for use with one hand only.
STIKS COSMETIKS uses unique packaging components that are crafted from composite plastic and have a metallic finish. The top of the STIK is created using clear plastic so the user can always identify which color they would like to apply. Additionally, the hinge on the flip-top makes using it a snap—you can apply your Lipstik with just one hand.
If you’re a gal who likes to change colors throughout the day, you can carry up to three Lipstiks via the STIK KIT, which also features a flip-top as well as an oversized, mirror on the front for easy touch-ups anywhere, any time.
While the mechanism and the gesture are somewhat unusual, the lipstick incorporates a traditional element.
Heilman says, “The rest of the functionality and use of the STIK was completely new, so I wanted the base to retain the native functionality of a regular lipstick—turning clockwise to raise the bullet and the reverse to lower it.”
One of the most unique functionalities of the STIK, she says, is that you don’t have to propel the product for each use—it’s specifically designed to have enough product “live” above the base so you only have to flip the cap open, apply your Lipstik and flip the cap closed with the same hand.
Slim Profiles
As computers and phones get thinner and slip into fashionable carrying cases, consumers take for granted the benefits of a light weight, easy mobility and accessory-like essentials.
The new Vice palette delivered to the edgy Urban Decay brand by HCT Group meets all these criteria. The shiny case with a holographic-like image and glittery logo opens to reveal a luxe, sophisticated palette of 20 new shades. The thin, sleek, shiny case features a neon-green jeweled “VICE” emblazoned across the front, and comes with a matching zip pouch perfect for stashing extra brushes—or an iPad mini.
Samantha Tsang, director of project management, HCT Group, describes the creative process behind this particular project and all others they take on. “First, we have to look for new ideas and new concepts, then we have to think about how it can be executed. It’s trial and error at first, but something will come through in the end.”
In the case of the Vice 3 palette, Tsang explains, “We were looking at some holographic designs from fashion and tried to interpret that onto this palette.” The design showcases the different facets of color that mimic the eye shadows featured inside the palette.
STIKS are described as “the first one-handed ‘lipstik’ that fits anywhere you want to Stik It.”
Tsang elaborates on some of the key features of the large palette. “This case is extra slim and features a magnetic closure that you can’t find anywhere else in the market.” Plus, she says, “It gets an innovative upper lid design featuring an embossed jewel with facets and abstract stripe artwork that mimics burnt aluminum.”
Like most any innovative product, Tsang says there were challenges in bringing it to market, such as the different processes and steps this palette goes through before being put together. “Our first challenge was to make it as reflective and bright as it can be, so we vac-metallized the base and made the jewel to match. Next, we had to spray the lid and put a silver-base heat-transfer label on top to make it look like metal.”
She says the drive for innovative packaging is a collaborative effort between the supplier and the brand. “We work closely with the brand to always come up with something innovative. We are very delighted to work with such an innovative brand as Urban Decay to push our creative limits.”
Tim Thorpe, president HCT Group agrees, saying, “I’m proud that HCT continues to provide innovative concepts to Urban Decay, which makes them stand out in their category and entice customers with cutting edge design.”
Sharp Around the Edges
While iPhones and laptops frequently have rounded corners, it’s often the precise, sharp lines of the screen itself that beauty industry suppliers pick up on for both primary and secondary packaging.
World Wide Packaging (WWP) recently put a technological spin on tubes when packaging designers thought outside of the soft contours, and developed a square tube whose bold, sharp-edged design provides an enticing option for products such as creams, lotions and gels. The tube’s upscale presence combines with flexible mold
The new, slim Vice palette delivered to the edgy Urban Decay brand by HCT Group, features a unique magnetic closure.
capabilities for a variety of closure choices. Pinpoint application registration during the manufacturing process is required to create the tube’s differentiating square shape—so exacting, in fact, that the challenge in producing such tubes is the primary reason for their rarity, according to Jim Farley, vice president of global business development.
“The square tube showcases WWP’s ability to help our customers stand out against steep competition through unique, even unusual, customized packaging solutions,” says Farley.
New Technologies
New technologies in tube filling have also emerged, providing new products with multi-dimensional looks on shelves.
While multi-color filling and the ability to fill more than one product into the same tube has been available for many years,
Pinpoint application registration during the manufacturing process is required to create the differentiating square shape of World Wide Packaging’s new tube.
Norden has now added a
new “twist” to enhance this proven technology. Fredrik Nilsson, VP of sales, Norden, Kalix, Volpak, RA Jones, Citus, says the company’s latest innovation, called “swirl filling” offers their customers even more possibilities to develop new, unique and exciting products.
He explains that by utilizing specially designed filling nozzles and servo technology to rotate the tube during the filling operation, it is possible to create “truly amazing effects.” With the possibility to fill two or three different products, and using transparent tubes, it is possible to develop several designs for a range of products.
“The system is extremely flexible,” according to Nilsson, “utilizing servo motors to control the filling operation, tube lift at filling and the rotation of the tube. This means that the filling profile can be optimized to suit the product giving exact control to allow superb visual effects to be produced and the highest possible output in production.”
Swirl filling can be used for any multi-color or multi product co-extruded cosmetic, toothpaste or food product.
Nilsson says the technology “clearly stands out as there is nothing like it on the market today.” But like many new innovations in the high-tech world, initial consumers are willing to pay a premium for first dibs. According to Nilsson, “This is not cheap to do so there is a price barrier for the technology, but most importantly it requires skill by the operator to have very good control of the product so that there is no mixing of the colors in the tube over time.”
He adds that customer reaction has been very positive, with several machines already in production at Norden.
Combining Performance and the Aesthetic
Similar to how Apple has proven that great performance is enhanced by an aesthetic quality, many beauty brands aim for a combination of the two when bringing products to market.
In this vein, a highly functional ceramic diffuser looks just as attractive when not in use as it does when it’s doing its duty.
“At Home,” a ceramic fragrance diffuser by Soft Surroundings, was developed and supplied full turnkey by Quality Resourcing Services (QRS). John Pyrzenski, executive vice president, sales and marketing, says “The innovation derives from the pairing of controlled construction of this porous material and the proprietary formulation of the fragrance oil blend.”
Norden’s latest innovation, called “swirl filling” offers their customers increased possibilities to develop new, unique and exciting products.
He says Soft Surroundings was in search of something more unique and special for their home fragrance. These ceramic diffusers are more effective in releasing scent over conventional methods such as reeds, and the ability to mold custom shapes lends to tailored branding and aesthetics, according to Pyrzenski.
The full package stands out from other products available in this category. The peony-inspired diffuser and the antiqued glass bottle are custom designs, as is the fragrance.
Like with any unique launch, QRS had its share of challenges in managing the program full service. “Special attention to detail was critical as this was a globally resourced product, and project management was essential to the success of launch,” explains Pyrzenski. “Matching the fragrance target to the oil blend also required extensive support to keep the integrity and performance without compromising the redolence.”
Interjecting a Touch of Nature
The same idea of function and aesthetics can be applied to the development of the uncommon geometries and use of unusual surface finishes that characterize the elemental wood caps from Pujolasos that top the glass bottles of perfumes from Maison Incens.
Angel Pujolasos, CEO, describes how the idea came about. He says, “The market is currently seeking the use of new materials that strengthen the final product in terms of character and identity, which are innovative, little-used and set the product apart. Wood fits the bill. Wood is also a 100% renewable material, and our company aims to promote respect and awareness of our environment.”
He adds: “There is a growing demand for sustainable and luxury packaging from consumers, which is helping to promote its use.”
All in a Name
Gigabit, gigabyte, gigahertz, we hear the terms frequently—for instance, as we look to increase our hard drive capacity—and generally associate it with “bigger and better.”
Now International Cosmetic Suppliers Ltd (ICS) has launched a range of patent pending airtight chubby pencils. The newest design is the Giga Chubby, which ICS CEO Susanne Nichols,
A ceramic fragrance diffuser developed and supplied full turnkey by Quality Resourcing Services, stands out in its category.
says is “a great option for the trend in cheek and face foundations in a stick format.” The Giga has a 30mmD barrel and is available in top or back fill.
Nichols says the pencil is unique “in that it provides a new pack option to deliver a wide range of formulations for lips, eyes, face and cheek including moist or matte or stay-fast, color-rich formulations.” In addition, she says the size of the Giga Chubby stands out, “similar to a large panstick, while keeping the popular pencil profile so that it can be a great line addition to a chubby lip and eye family.”
The Appeal of Individuality
At a time when Millennials, especially, are responding to products that speak to individuality, marketers are seeing the merits of offering customization in everything from custom-blended fragrances to sodas with the world’s most popular first names on the cans. New uses of printing and production methods have also captivated beauty brands that are seeing the effects of offering consumers something different or unusual by altering the packages.
For a recent launch of a suncare product, in packaging produced by TricorBraun, no two bottles look alike.
“Botanical individuality” was the branding strategy for Australian Gold’s new tanning products, and TricorBraun helped the company reach its objective by designing bottles that differ from one another in their appearance.
The bottles are embellished with a wood grain design as, in nature, all wood grains differ. To address the branding objective, TricorBraun chose to use hydrographic
Artistic wood caps from Pujolasos top the glass bottles of perfumes from Maison Incens.
printing so the wood grain images would vary from bottle to bottle.
Michael Brown, TricorBraun sales consultant for Australian Gold, says, “The printing process is realistic and the botanical individuality among each of the bottles makes their down-to-earth presentation on a salon shelf striking.”
Custom molds were created for the Australian Gold project. The two-piece, 8.5-oz. bottles are ergonomically designed to fit into the user’s hand. The lower portion of the container is extrusion blow molded HDPE and features a shrink sleeve label. The upper part of the bottle showcases the wood grain decoration and is manufactured with injection-molded polypropylene.
The bottles use reverse-taper dispensing closures that are manufactured with injection-molded polypropylene. They also are finished with the wood grain image.
Breaking New Ground
We can clearly view our devices in the dark as well as in the light, thanks to their luminescent features.
It’s an idea that comes to mind as a possible influencer when we look at a new bottle innovation from Pochet.
Even the name of the Giga Chubby pencil (center), from ICS, implies “bigger and better.”
With Pochet’s E-motion, “described as a smart packaging development program,” light becomes the ultimate decoration for luxury packaging. The light and dynamic effects with the bottle design, the decoration and texture were part of the concept from the very beginning of the creation process. According to the centuries-old glassmaker: “The light effects can either be in the packaging or projected all around: The brand’s identity and expression is no longer limited to the packaging itself, but can now be enlarged to a much wider and unreal space, and create a genuine ‘aura.’ ” The light effects do not require any additional action such as a battery charge.
The new E-motion bottle features a totally new process, which according to Pochet, “offers endless possibilities for the internal design of the glass distribution inside the bottle by injecting air in pre-form between the first and second stage.” The method creates wavy effects on the bottom of the inner glass, creating a feeling of movement and shape. When combined with surface effects such as engraving and printing, it becomes truly multidimensional and offers a tactile quality.
3D Printing Comes to Skincare Packaging
No longer futuristic, 3D printing is gaining ground. And an indie skincare brand uses PLA for the jars—adding up to an all-around environmentally responsible product.
Entrepreneur Anita Redd, president, Anita’s Balm, Inc., of Lawrenceville, GA, says her company’s entire process is innovative. When she created a simple remedy to treat her son’s eczema, the formula took off and she quickly found herself producing it in quantity.
When the 1-oz container she was filling at home was discontinued, she let her imagination take over and thought outside the typical pots and jars. “I had always wanted a jar that looked like a pot, but twisted up, and as soon as I found out that polylactic acid (PLA) could be used in a 3D printer, I bought a Prussia from Maker Gear,” says Redd, whose husband, Jason, created the computer drawings and built the 3D printers from kits.
Consumers get the feeling of customization with these bottles produced by TricorBraun.
The couple makes filament from polylactic acid pellets, after mixing in white colorant (PLA is a sustainable, renewable resin made from corn and sugar cane). Then, Redd explains, “We use that filament in our M2 Maker Gear 3D printer to make our five-piece jar. Once it is tooled and assembled, it looks like a pot, but has the internal mechanism of a twist-up container. It advances our natural balm so customers can apply it directly to the affected areas.” She emphasizes: “It is compostible and functional—the only jar like it on the planet.”
She adds, “There are no 1-oz containers that twist up, much less biodegrade and look like ancient Greek pottery.”
The brand recently revealed a .25oz jar that is eco-friendly and ergonomic—easy to grip. The jars are decorated with pressure-sensitive vinyl labels.
However, 3D printing does have its limits. While Redd says they have sold every jar they’ve ever made—including at Whole Foods—they can make just 10 per day per printer. As orders grow, Redd expects to purchase more 3D printers, and says they are exploring licensing the design and injection molding for large quantities.”
“We are looking for an injection molding shop that will run PLA and can make a mold of our jar,” says Redd.
A novel idea from a Harvard grad applies 3D printing to color cosmetics. Grace Choi recently made a presentation on her innovation, called Mink, a 3D makeup printer, which she says will change the way the world buys makeup—especially for young consumers.
Mink is a desktop printer that prints makeup. It can take any image and instantly transform it into a wearable color cosmetic, allowing a teenager to print her own makeup at home. For example, a teen could take a photo of a friend’s eye shadow, use her computer to duplicate the color, and print out the pigment. Choi says the potential is great, and could eventually include filling a package. She is currently shopping the project around, hoping to find a manufacturer.
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Digital Application
With Pochet’s E-motion, “described as a smart packaging development program,” light becomes the ultimate decoration for luxury packaging.
Yes, it’s a double entendre. A new application idea from a pair of Princeton grads relies on a digital application for, well, a digital application, in this case, of deodorant.
ClickStick, which launched on Kickstarter, as “The world’s first smart deodorant applicator with a mobile app,” boasts “a unique electronic dispensing mechanism that makes sure that you deliver the right amount of deodorant to exactly the right place every time.”
It was developed by Gilad Arwatz and Carla Bahri, two grad students at Princeton University. Arwatz, who says he was frustrated with the lack of advancement in personal care product applicators, launched ClickStick. Described as the first technology innovation in deodorant application, the stick features push-button delivery, adjustable amounts, LED indicators and a free mobile app—not to mention, a one-handed application feature.
Arwatz says, “We wanted to make one of the few things you do every day enjoyable and easy, but also smart and advanced. The features of ClickStick make putting on deodorant a better experience, but the application technology can be used with virtually anything.”
The co-founders say that with a personalized amount control set by the mobile app, users don’t have to worry about getting irritations or putting on too much or too little deodorant. ClickStick’s internal microprocessor delivers the same amount every time. It is also eco-friendly, as it eliminates waste with its refill option.
Also in the deodorant realm comes word from Unilever, a global leader in the category, of an innovation they say will “revolutionize the U.S. deodorant market.” The manufacturer is launching a new range of Dry Spray Antiperspirants, across five of its brands, featuring a new formula with no water or alcohol, and a precision-design that produces a unique soft spray that goes on instantly dry.
Innovation Everywhere
The five-piece jar for Anita’s Balm is produced in a 3D printer using PLA. When assembled, the twist-up jar resembles a tiny piece of Greek pottery.
Mink is a 3-D makeup printer, which the developer says will change the way the world buys makeup.
ClickStick is billed as “the world’s first smart deodorant applicator with a mobile app.”
From humble personal care items to luxury skincare and fragrance products, the high-tech world continues to inspire new ways to look at products and packages designed to entice consumers. What remains essential, according to most all of those interviewed for this article, is that innovative packaging derives from a partnership between brand and supplier.
According to Avon, “Luck for Her and Him represent a combination of fresh, innovative design and state of the art packaging technology.”
Avon has revealed innovative, top-of-its-game upscale packaging for the 4th quarter 2014 launch of its Luck “masterbrand.” According to Marilee Egan, senior manager, global new product engineering and development, both male and female fragrances exemplify “Avon’s dedication to an elevated art of design, quality, and execution of fragrance packaging.”
Egan says that reflecting the brilliance of the golden EDP is at the heart of the appealing design for Avon’s faceted Luck for Her bottle (produced by HeinzGlas and Vitro). Topping this is the lavish gold vacuum metallized polypropylene bow style collar with matching anodized gold aluminum service cap (Albea). This permanent collar system is applied to a standard crimped pump (Aptar).
With its elegant yet masculine stance, Egan says Luck for Him begins with the well-executed rectangular bottle (HeinzGlas and Vitro). The bottle has lattice style embossing on the base, enhancing the powerful color of the EDT. This embossing pattern is also detailed on the money clip style closure (Heinz Plastics), made of vacuum metallized clear PCTA. (This combination of materials provides visibility of the metallizing on both sides of the closure). To complete the package, the closure fits onto a silver push on pump (Aptar.)
“Luck for Her and Him represent a combination of fresh, innovative design and state of the art packaging technology,” says Egan. “This inventive packaging represents Avon’s commitment to enhanced quality and value.”
David Bourguignat, director, global package development, Estée Lauder Re-Nutriv
Estée Lauder’s first Re-Nutriv product launched in 1956 when Mrs. Lauder traveled the world to source nature’s rarest and most powerful ingredients. Today’s scientists have captured the essence of the black diamond truffle, and transformed it into a patented and potent extract, resulting in the new Re-Nutriv Ultimate Diamond Sculpting/Refinishing Dual Infusion.
The just-launched premium skincare product combines two elixirs that are sealed separately to preserve intense potency, then blended together for a powerful dosage. The golden vial holds the black diamond truffle extract formula while the platinum vial contains powerful ingredients that help perfect and refine skin for a smoother, more even-toned look.
A skincare treatment this luxurious demanded a high-end dispensing package that was equally innovative and premium looking. To get the details on its development, Jamie Matusow, editor, Beauty Packaging, asked David Bourguignat, director, global package development, Estée Lauder Re-Nutriv, a few questions regarding its development.
JM: Please describe the packaging for Estée Lauder’s Re-Nutriv Ultimate Diamond Sculpting/Refinishing Dual Infusion product.
DB: The latest innovative packaging from Estée Lauder’s luxury Re-Nutriv franchise is unique in many ways because it encompasses several new technologies to achieve the desired aesthetic and functional results.
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Two vials are held together seamlessly in Estée Lauder’s new Re-Nutriv Ultimate Diamond Sculpting/
Refinishing Dual Infusion.
The aesthetic result is a solid crystal polymer showcasing two distinct metal vials— one golden, and one, platinum. The two test tube vials are overmolded simultaneously with a
perfect adhesion to make it look as if the vials are suspended.
The functional result is a targeted dual dispensing system that delivers two equal amounts of formula. Each formula is contained directly into an anodized aluminum vial to eliminate extra layers and reduce the overall size. The dual dispensing system has a self-lubricated guiding fixture that allows for a smooth precise actuation.
JM: How does it stand out from other products available in this category?
DB: Most dual serum products in the category maintain the two vials together using a mechanical assembly. Because this product is overmolded, the two vials are held together seamlessly, magnifying the gold and platinum colors.
JM: What were the challenges in bringing it to market?
DB: The biggest challenge was to develop such a complex package in a limited amount of time to meet the timing of the product’s launch. A lot of efforts were devoted to the beginning of the project to anticipate and avoid potential issues. After the proof of concept, an extensive use of 3D modeling and prototyping was made to create real models that would simulate the feel of the final product. Key team members were flown to manufacturing sites all over the world to thoroughly review all details before starting any tooling.
JM: What is the process involved in creating an innovative package? Is it a joint effort between teams?
DB: An innovative package is by definition different from anything done before. It introduces an unknown element, which has to be assimilated to be able to bring it to market. All teams need to work closely together from the beginning, and all along the way, to constantly bring a consensus to every decision. In this case, all the teams involved in the project—Marketing, Design, Supply Chain, Product Development, R&D, Packaging Development, Purchasing, Engineering, Manufacturing, Quality—partnered from the beginning to agree on the objective and establish key requirements. A task force of members from each team was then put in place to set up the plan and monitor the execution. This resulted in a true collaborative effort to make this innovative package possible. - See more at: please visit www.topbeautysh.com for more cosmetic packaging information.
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