BW Confidential - Issue #8 - October/December 2011 - (Page 104)

Packaging Trends Listening to consumers Suppliers are taking a closer look at how consumers interact with packaging. We review their solutions by Laëtitia Bonnet-Mundschau The green trend: UK-based Quadpack points to a continued demand for eco-friendly products. “Consumers want more natural products and formulas that contain fewer preservatives. We developed a range of recyclable packs in PP (polypropylene) which includes airless bottles,” says Quadpack marketing consultant Muriel Lesbros. The company’s Australian subsidiary has also developed a range of airless bottles in PP with caps in recycled card (pictured). Two in one: Consumers are increasingly looking for two products in a single pack. Quadpack has created a tube (pictured) whose cap can contain two different product formulas—for example a foundation with a complementary eyeshadow color, or a cream and a lip balm. Sophisticated nomad: For French packager Cosmogen, consumers are demanding more complex packaging including packs that better protect the formula, specific types of applicators and more streamlined items that are easy to use and carry. The company has worked on several ranges with this in mind. Its Squeeze’n tubes, (with watertight systems and several nozzle applicators) come in mini-versions (pictured), and its Pump’n airless bottles are refillable and can feature different applications. Smart samples: Aptar Beauty & Home recently polled 4,000 women in France and the US on fragrance sampling, which showed that consumers expect to receive samples at home, want to order samples online and be given samples that better target their needs in-store. It also found that 77% prefer a spray sample. As a result Aptar developed flat mini-products (pictured) for fragrance and skincare that can be inserted into magazines. Imagin, the fragrance sample, works by pulling a strip that expands the sample and diffuses a spray. Mini products: The trend towards small sizes continues. France-based Livcer says that consumers rarely use up the entire product in their make-up palettes before it has expired. As a result, it has come up with Color Kit, an ultra-thin re-sealable compact (pictured) that can be used as a sample or can be sold. Made of PET, it contains two cavities (or more) for applicator and product. For a foundation the amount—which can be adapted to client needs—is one gram for 10 uses and 0.2 to 0.3 grams for a lipstick. Visual and sensorial effects: Consumers are becoming more demanding in terms of the texture of their skincare and make-up, which is having an impact on the look of the pack. “We are working on inks and lacquers to obtain different relief effects. Light is also important for consumers. We see the success of complexion highlighters or make-up that catches the light, and for the packaging, we can play with light-catching lacquers or use pigments that change color depending on the position of the object,” says Valérie Jacob, marketing director of perfumery division of glassmaker SGD. The trend towards premium skincare is also pushing SGD to make glass more functional through using a specific treatment or the composition of the glass itself. Value for money: US-based packager MWV recently led a study that showed a consumer preference for airless dispensing systems when buying facial moisturizers and anti-aging skin care. Consumers say that they want to use up all available product and some even report that they break off traditional pumps to be able to remove every last drop. Airless pumps provide easy actuation and eliminate consumer frustration by delivering every inch of product. 104 October-December 2011 - N°8 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #8 - October/December 2011

- Brand & retail news recap
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
- The latest in fragrance, skincare & make-up
- Estée Lauder Companies group president international Cédric Prouvé
Insight: Fragrance
- Category overview
- Retailer roundtable
- Retailing strategies
- Rare fragrance brands
- Launch roundup
- Spa chains
- Spa case studies
- E-commerce
- Store concepts
Travel retail
- Sector analysis
- Hainan & China Duty Free Group
- Retail concepts
- Passenger habits
- Industry experts on harnassing the power of social networks
- Six up-and-coming beauty brands
Market watch: Russia
- Country overview
- Prestige retailing
- Industry viewpoint
- Market outlook
- Sustainabilty
- Trends
Last word
- Buyology Inc president & co-founder Donna Sturgess

BW Confidential - Issue #8 - October/December 2011