BW Confidential - Issue #15 - September/October 2013 - (Page 72)

Packaging Make-up innovations Form and function A spotlight on the latest innovations in make-up packaging by Alissa Demorest South Korean packager FS Korea launched its Artist Angle Brush this year in its domestic market. The item is a pistol-shaped eyeliner applicator, with a small jar containing the eyeliner nestled in the center of the tool. A component at its base is designed to rest on the cheek, allowing the user more stability as she applies her eye make-up. “The brush provides a more practical way to apply eye make-up,” explains FS Korea director overseas sales department Brandy Baik. Ileos-owned sampling specialist Bioplan’s Applidose is said to be the first monodose nail-polish sample. The pack features a thermoformed transparent shell and an integrated applicator. When snapped, the brush is removed from the shell. Bioplan has dosed the product to allow the user to paint up to 23 nails—a bit more than a full application for both hands and feet. The company is also launching Lipress, a re-sealable, and therefore multi-use, plastic lipstick sample. Lipress is shaped to fit the contour of the lips. Bioplan explains that the sample uses the lipstick’s actual formula, and not an encapsulated version of the color, as is usually the case. This creates a more realistic user experience, according to the supplier. France-based glassmaker SGD has launched QRCode, a range of bottles featuring a silkscreened QR code on the glass. Although the application is currently in development for skincare and not yet a feature on make-up packaging, the ability to apply a QR directly on primary packaging (rather than on the secondary pack or leaflet) is a trend to watch. Make-up brands could use this technology to link to how-to application videos or advertising visuals. SGD vice president international marketing perfumery and cosmetics Valérie Jacob explains that the feature can create a more lasting connection between brand and consumer, as the latter can access information via the QR code for as long as she owns the product. 72 The make-up packaging market is seeing more tie-ups between formula manufacturers and application specialists. This year, Netherlandsbased supplier DuPont Filaments created a collection of fiber brushes adapted specifically for use with make-up items formulated by Strand Cosmetics Europe. The collection, called Brush-Formula Couples Kit, was conceived in partnership with make-up artist Louise Wittlich. The six brushes are made of a combination of DuPont’s Natrafil and synthetic fibers and are matched to six make-up items, including a CC cream and a pressed powder compact. The collection claims to provide the most natural make-up look possible. The fibers were fitted onto brushes by US-based brush supplier Anisa. “Development teams tend to work separately and collaborate very little. This project was a way to show how clients can benefit from a closer collaboration,” explains DuPont Filaments global segment leader cosmetics Sarah Perreard. September-October 2013 - N°15 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #15 - September/October 2013

Cover
Comment
Contents
Update
Brand & retail news recap
Companies on the move
Take note Market facts, figures & trends
Best of BW Highlights from our e-publication
Launches The latest in fragrance, skincare & make-up
Interview Origins, Ojon & Darphin global president and gm Jane Lauder
Insight: Fragrance creation
Category overview
Industry views
Emerging markets
Consumer data
Role of the perfumer
Retail
Store strategy
Store concepts
Digital Beauty apps
Market watch: Chinese consumers
Overview
Shopping habits
Online sales
Radar A profile of six up-and-coming beauty brands
Travel retail: Inflight sales
Sector analysis
Channel innovations
Emerging markets Company profile: Marico
Packaging
Make-up analysis
Make-up innovations
Last word The Young Group’s Karen Young on industry trends and technology

BW Confidential - Issue #15 - September/October 2013