Global education on the detriments of UV exposure has resulted in more and more consumers incorporating sun protection into their daily regimen. As a result, the increasing popularity of multifunctional skin care products and color cosmetics with SPF has blurred the lines between sun care and personal care—generating new interest and increased competition in the marketplace.

Whether in sun, skin, hair or body care, added benefits, “healthy” formulations and attractive and convenient packaging have become powerful purchasing influencers, paving the way for a flood of new launches.

Amy Marks-McGee, founder of Trendincite LLC, tells Beauty Packaging, “With the trend to multipurpose products such as BB and CC creams, it is very difficult to find facial skin care without sunscreen SPF 15. This trend is causing sun care brands to compete with skin care brands.” As an example, she points to the WS Badger Company, which is about to launch SPF 30 Tinted.
Kevin P. Curtin, director of marketing and business development, EmpireEMCO, the company that developed the packaging for the new NO-AD body moisturizers, agrees. He says, “The lines between sun care and skin care are becoming even more blurry. Sun care and skin care now compete because skin care always has an SPF.” He says more skin care products are offering the benefits of a sun care formula to promote an anti-aging platform.

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NO-AD, which made major headway in mass market sun care, due to its “no advertising” approach, has set out to impact mass market personal care with a range of anti-aging body moisturizers that include SPF. NO-AD says it fulfills the need for total body skin care with “an all-day, all-the-time, anti-aging lotion that delivers SPF 15 protection.”

Curtin says the overlap between sun care and personal care is driving packaging to a more upscale look. He describes the NO-AD products as “high gloss, slender and easy-to-hold.”

One of the largest value propositions in the personal care marketplace, according to Curtin, is ease of use. “When it comes to rigid packaging, it is all about catching the eye when scanning the shelf space while offering the primary purchaser the value in a package that offers ease of use as well as easy handling. Offering a package with an aesthetic that embodies a high-end look is a must in today’s marketplace.”

Culinary Influence

As multifunctional products evolve, many offerings encompass a wellness claim, promising to soothe and nourish the body as well as cleanse it.

“ ‘You are what you eat’ is an overused term, often used to highlight beneficial culinary ingredients for the inner and outer body,” says Marks-McGee, but she notes the impact on the luxury personal care market with the trend toward high-end ingredients like caviar and argan oil. She says everyday food ingredients are trickling down into mass-market products such as body wash and bar soaps. As examples, she cites Dial’s Greek Yogurt Vanilla Honey Moisturizing Body Wash and Olay’s rollout of its Fresh Outlast ‘Farmer’s Market-Inspired’ line. Marks-McGee adds that Olay partnered with Food Network chef Ingrid Hoffmann and developed four variants—White Strawberry & Mint, Orchid & Black Currant, Champagne Mango & White Ginger and Pear & Fuji Apple; while Clique by Roble, was developed by Chef Roble of Bravo. Available in EDP, body butter, shower gelee and scented nail polish, the gourmet fragrance is inspired by Roble’s signature Blood Orange cocktail and French Toast Crunch recipes.

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Marks-McGee says raw coconut, which has garnered a lot of buzz in food and beverage, is also spilling over into personal care products. She says Josie Maran pioneered the use of coconut water in cosmetics with her Cheek Gelee. Vita Coco, the makers of coconut water, crossed over into personal care with the introduction of raw, cold pressed Coconut Oil.  The company’s tagline is “Eat It. Wear It. Swear by It” and the product can be used for “thirsty hair and skin.” (For further insights on Sun Care and Personal Care from Marks-McGee, please see the Online Exclusive at BeautyPackaging.com).

Changing Trends in Packaging

Just as new, refreshing ingredients have revitalized Sun Care and Personal Care, so too, has packaging. Brands have listened carefully to what consumers desire—and suppliers have created the technologies and components that provide ease of use, convenience, value-added benefits and education—often telling the story directly on the packaging.

Kline project manager Prashant Sharma says, “Packaging is crucial for marketers competing in the [sun care] category due to FDA rules and regulations and the volatile nature of the product formulations.” He says manufacturers have begun to expand their existing product lines to include aerosol cans, which offer consumers convenience and ease of use. Others have included inverted spray formats, which allow consumers to use the product upside-down, thereby enhancing dispensability.

In Personal Care, Sharma says, “With consumers seeking convenience, brands are integrating flexible and convenient packaging formats, such as lids or caps that can be easily opened, dispensers which control portions, and tubes and bottles which can be easily stacked or hung in the bathing area.”

Environmentally responsible packaging is also making a bigger splash. According to Sharma, “More and more brands are shifting toward recyclable and sustainable packaging as consumers change their buying habits to [incorporate] a more ‘green’ conscience.”

Additional trends noted by Sharma include: a strong desire for “Made in the USA” products to support American jobs; prominent display of product ingredients on product packaging (especially with the naturally positioned products); and bright colored packaging of skin care and hair care products. (For Kline’s upcoming Cosmetics & Toiletries USA report, see www.klinegroup.com/reports/cia1.asp.)

Upscaling Personal Care Packaging

With consumers at all levels searching for a luxury look, brands are upscaling their packaging with a touch of  “premiumization.”

At Kaufman Container Company, senior vice president Jeffery Gross notes a high-end transition in hair care packaging. “The tall cylinder with a full size disc top cap seems to be the new ‘signature look’ of the hair care industry these days,” he says, “replacing standard cylinders and the bullet and domed rounds of the past.”

For two recent hair care launches produced by Kaufman, both brands chose a new 10-oz. HDPE Custom Tremont Cylinder with a 24-410 neck finish with an Aptar disc top cap which was symmetrical to the diameter of the bottle. The bottles were manufactured in both white and an array of colors depending on the product SKU. Kaufman provided both the silkscreen and hot stamp decoration for these new packages for an upscale look.

Quadpack Group aims to bring new luxury to personal care. The supplier recently launched the Body Care Collection, its first range of packs focused on body products, but with the sophistication and style of high-end cosmetics. The nine-piece range is finished with aluminum, plastic and wood, with selected components from its approved manufacturing partners. Most packages are plastic (PET or PE) with the exception of the glass body oil bottle.

“The Body Care Collection represents a kind of  ‘knowledge transfer’,” explains skin care category manager David Reguill. “Luxury skin care packaging is one of our core strengths at Quadpack. Body care, on the other hand, tends to be lower masstige/mass market with a corresponding look and feel. That’s why we decided to close the gap with a new premium range, pouring all our know-how into a collection that effectively brings luxury spa treatments into the home.”

Tube Transfer

With ease of use, full evacuation, eco-friendly materials and advanced decorating and labeling techniques, tubes have become an optimal packaging choice for many personal care and sun care brands.

Claudia Campoy, market intelligence executive at CTL Packaging USA, says as the awareness of skin cancer grows, the consumption of sun screen also increases, and consumers are demanding products that save them time and effort during application. She says, “Sun screen manufacturers need to come up with a solution for their consumers, but they also need to differentiate themselves from the rest of competitors on the shelves and continue reinforcing their quality image.”

She explains: “The consumer wants to buy a product that will inspire confidence and security while offering practicality when the product is applied. The complexity of the decoration of the tube for such products is essential because that is what will persuade the customer that the product is the best in the market for sun protection.  The various applicators, such as airless pumps that provide practicality and easy handling of the product are what in the end will help make the final purchasing decision.”

Therefore, Campoy notes that a key trend in the packaging of sun care is the growth of spray airless pump tubes, which are easy to use. Shape counts, too. She says, “Oval tubes better display the brand on the shelves and their flatness allows an easier portability of the package.”

Sun Surface Corporation recently used CTL Packaging USA’s injection-molded in-mold decorated oval tubes, to develop a new range of sun protection. The collaboration resulted in a stand-up oval squeezable tube for the convenience of the final consumer and the differentiation on display shelves among other sunscreens packed in cylindrical tubes. “Our oval tubes have combination varnish to highlight the brand logo, EVOH barrier for good preservation of the product and a shrink band on the cap to ensure its integrity and protection. The whole tube is 100% recyclable PP and code 5 recyclable,” says Campoy.

Emily Bourdet, director of marketing at TricorBraun, says, “In the more premium sun care space, we are seeing pumps combined with tubes to deliver a controlled, dose dispensing.” She says that TricorBraun has also seen the advantages in tubes used for hair care products.

At Essel Propack America, marketing manager Wendi Caraballo, says tubes have become the package of choice for many personal care companies, due in part to product evacuation and decorative options.

High-end decoration is driving the trend. Caraballo says, “We are even seeing private label manufacturers relaunch brands with an upscale look to keep up with the national brands. They are using more colors, hot foil stamp and luster looks to gain more recognition on the shelf.”  

Recently, Essel Propack America worked with the Thrive Natural Care brand, which designs and sells several men’s personal care products including shaving oil and face wash. Caraballo says Thrive’s product design team was searching for a more sustainable solution that would improve customers’ formula delivery experience, so the company looked into tubes.

“They’ve just re-launched two of their bottle lines into tubes with some really interesting decoration,” says Caraballo. It’s a laminate tube that’s been flood coated in a way to make the tube look amber. “Part of Thrive’s logo is a feather,” explains Caraballo, “and when they first came to us, we thought that doing that feature in tactile would really add to the shelf appeal. The tactile feel really adds a different element to this package because when the consumer touches the tube they feel a raised surface on that logo area.”

Shanna Johns, sales manager, Express Tubes, has seen a number of changes in brand preferences of late, including the changeover from airless pump tubes for even more precise applications, such as that required by HydroPeptide.

Johns says the elegant Needle Nose Nozzle packaging for HydroPeptide’s Spot Correction: Acne Eliminating Treatment allows for proper dispensing which prevents over-use—allowing the product to work more effectively and last longer. Hydropeptide chose to use an LDPE 5-layer tube with EVOH barrier from Express, to protect the integrity of the formula.

April Zangl, CEO and co-formulator of HydroPeptide, explains: “We chose this tube for our Spot Correction because the airless pumps that most of our products are packaged in dispensed too much for this type of product. Spot Correction is an acne spot treatment and the needle nose tube design allows for the formula to be dispensed in a way that it can be directly applied to the blemish without drying out the surrounding skin. We have gotten great feedback from our customers regarding the product and we credit that to not only the formulation, but also the appearance and functionality of the packaging that allows for use of the product in the right amount.”  

Applicator Importance

Convenience remains a major consideration in the U.S. when choosing sun care products, according to Euromonitor, with easy-application sprays accounting for 30% of sun protection retail value sales.

Bourdet, from TricorBraun says, “While the bag-on-valve technology is not new per se, advanced spray patterns and even product distribution are delivering new excitement in the closures space for sun care packaging.” She says locking features with audible locking confirmation—as well as aesthetically appealing spray through actuators are preferred to traditional “boring” push down actuators. Spray on sunscreen remains the format of choice, largely due to preference by parents for ease of use and fast application for children.  

In addition, Bourdet says many sun care packages today make it easy to spray because they have grips or indentations in the container to help securely hold the package when your hands are wet or greasy, which is typical in hot climates.

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Aptar’s Runway is a dual aerosol trigger accessory for personal care and home care applications. It offers consumers a choice of spray action, allowing the user to actuate vertically or via the trigger for maximum ease of use. Combining Runway with Aptar’s Bag-On-Valve technology allows 360° actuation.

Aptar says application of body lotion is time-consuming and part of the reason why consumers may not use the product every day. But with Runway, consumers have a new experience as well as convenience, with the ability to reach all areas of the body in a very effective way.

Deco Holds Appeal

Similar to the case with other beauty categories, decorative techniques play a strong role in the appearance of sun care and personal care packaging—and can serve as a key influencer in consumers’ choices.

Caraballo of Essel Propack America, says she is seeing a trend toward “decoration for eye appeal” on both sun care and personal care packaging. In one instance, a decorative element also serves as a consumer benefit. “We have a customer who uses a cap that we’ve added a UV ink to so that it will turn colors in the sun. It also works as a reminder to put on the sunscreen when they are in the sun and see the cap is a different color.”

On the other hand, Johns, of Express Tubes, sees a toning down of packages. “For years, Sun Care packaging trends leaned more toward bright, vibrant and colorful designs—I see this trend changing.” She says one of Express Tubes’ clients, Laura Tuchtenhagen from Aloe Up, told her: “Everyone is looking for something unique and different, but at the end of the day they want a package that feels good and looks great.” Aloe Up achieved the high-end, elegant look they wanted by using Express Tubes’ Soft Touch tube material combined with their simple and clean design for their White Collection—no frills but major consumer appeal and attraction.

Kaufman’s Gross has found that high-end decoration with screen printing and hot stamping rather than labeling, “provides a much more elegant look on the shelf and makes a statement for the brand to the consumer.”

“The addition of high-end decoration, such as metallic or combination varnish, provides the brand with an image of a high-quality product,” according to CTL’s Campoy.

On-the-Go

With consumers’ active lifestyles, portability and small size packages continue to be priorities.

At TricorBraun, Bourdet says, “Compact, portable sun care packages are increasing in popularity driven by consumers’ active lifestyles, the demand for travel sizes and simply taking the container between many different locations. In some cases, consumers are leaving a portable sun care package in multiple bags such as the gym bag, the beach bag, etc., to eliminate forgetting this important personal care product. The addition of strings or locks to the packaging helps keep these portable sun care items attached to your bag or clothing.”

She says that consumers are looking for no-mess or minimal leakage risk for sun care packaging. Sticks, similar to deodorant, are also popular, delivering a no-mess, portable solution for the on-the-go consumer. Wipes are also providing consumers a portable, less-mess sun care format alternative to traditional tubes and sprays, according to Bourdet.

Easy to apply, multi-purpose and convenient are also trends noted by Cali Carter, marketing coordinator, Diamond Wipes International. She says, “With an abundance of product choices on the market and hectic lifestyles, consumers seek simplified shopping processes and products that are convenient and appropriate for on the go.”

New on the scene is MiiSTS, which has introduced new portable flat packaging for carrying liquids such as mouthwashes, body washes, hand sanitizers and hair sprays. Kline’s Sharma explains, “Similar to a credit card, the flat packaging is 5mm deep at its thinnest point and is fitted with a pump that allows consumers to spray the product and yet render it leak-proof.” (For a look at an extended list of Sharma’s picks for innovative packaging in Sun Care and Personal Care, see the Online Exclusive at BeautyPackaging.com.)

Eco-Friendly—and Healthy Living

As consumers put more emphasis on what they put into and on their bodies, many are also paying increased attention to environmental concerns, and expressing this in the packages they choose. For brands, altering packaging can also cut costs.

At CTL, Campoy says sustainability is playing a major role in the entire packaging industry because manufacturers are trying to avoid using outer cartons. “Standup high-end decoration squeezable tubes are following that trend, too,” she says.

Johns of Express Tubes, agrees. “As always, she says, “sustainability with minimal/excess packaging is still trending.”  She explains that this was important to customer Gabriel De Santino, president/CEO of Gabriel Cosmetics, so they chose Express Tubes’ sleek eco-friendly tubes to reduce their carbon footprint, but still maintained the lavish look their product commands.
Carter, of Diamond Wipes, says consumers also maintain interest in products with dermatologically and clinically tested claims as well as products with more natural ingredients, as well as natural packaging. “With an increasing global concern for the environment, there is pressure on companies to get creative with their packaging materials by finding alternative and sustainable solutions,” she says.

Diamond Wipes recently debuted the innovative spout pouch packaging solution in the beauty and personal care markets. Carter says the packages are perfect for sampling, retailing beauty aid and travel products in liquid, cream, or gel forms, and leave a smaller environmental footprint than conventional tubes or bottles. In addition, the top twists off so it provides a multiple-use function.

Going Digital—Consumer Education Is Key

Shelf presence remains key especially with sales of sun care products, which may be more impulse buys, so it’s an opportune time to appeal to shoppers. It’s also a time to educate them on the importance of protecting themselves from UV rays at all times, not just when they’re in the brilliant sunshine.

Kline project manager Prashant Sharma, says, “The key reason behind the growth in the [sun care] category is the increasing awareness among consumers about the harmful effects of the UV rays. He says there has also been a greater focus on consumer education at point of sale and in advertising on the effects of UV rays and the need for sun protection.

At a Cosmetic Executive Women’s Newsmaker Forum featuring Sona Chawla, president, Digital/CMO, Walgreens, Chawla said that she had recently heard an expert predict that during the next five years, there will be more changes happening in retail than there have been in the last 150 years. “Our stores are evolving,” she said. “We’re bringing health, wellness and beauty together, and we’re thinking about technology and how it’s changing the retail experience,” she added.

Energizer Personal Care (EPC) recently worked together with Walgreens to take a whole new approach to merchandising the Sun Care category in a few of the retailer’s flagship locations. The aisle makeover (see photo on p. 152) was designed and built by Mechtronics, Beacon, NY, for EPC, and creates an inviting atmosphere in which to engage consumers and help educate them about the various products in the category, and about sun protection in general. The unit includes under-shelf lighting, illuminated headers, large interactive touch screen monitors and custom graphics that reflect the outdoor activities available near where each store is located. These interactive programs are all linked via a cellular network and all the digital content can be updated remotely. Details such as custom green acrylic waves and printed vinyl banners transform existing store fixturing into a unique sun care environment.