• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Staff
    Subscribe Now
    Advertise Now
    Top Features
    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Creating Packaging To Safeguard a More Hygienic User Experience

    'Dispensing Beauty': Dispensers for Greater Functionality

    Drunk Elephant—Beauty Company of the Year: Excellence in Packaging

    Key Insights on Lip Color & Mascara Packaging
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    KKW Launches Fragrance Bundle with Jeff Leatham

    Love Beauty and Planet Announces Sustainability Initiatives

    Coty Shares Long-Term Strategy

    Johnson & Johnson Reports Sales Increase in First Quarter of 2021

    THG Launches Recycling Program in UK
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Kaufman Container

    Epopack Co. Ltd

    McKernan Packaging Clearing House

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    KKW Launches Fragrance Bundle with Jeff Leatham

    Love Beauty and Planet Announces Sustainability Initiatives

    Coty Shares Long-Term Strategy

    Johnson & Johnson Reports Sales Increase in First Quarter of 2021

    THG Launches Recycling Program in UK
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Estée Lauder Companies Reaffirms Sustainability Goals for Earth Month

    Oliver Inc. Acquires Boutwell Packaging

    Oliver Inc. Partners with Emerald Brand

    Videobite: Bring Your Packaging to Life with GTO

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    Estée Lauder Companies Reaffirms Sustainability Goals for Earth Month

    These Women-Led Beauty Brands Are In Line With Key Trends for 2021

    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Bormioli Luigi Meets Lacquering Challenge

    Blue Heron Botanicals: ‘Blue Beauty’ for Green Beauty Enthusiasts
    Top 20 Companies
    Johnson & Johnson

    Unilever

    AmorePacific

    Estée Lauder

    P&G
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    CPP Global

    USS LLC

    Color Carton Corp.

    Epopack Co. Ltd

    Big Sky Packaging
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Edition Spéciale by Luxe Pack is Postponed

    Comoprof CBE Asean Postponed

    Interpack 2023 Opens Exhibitor Registration

    Luxe Pack New York Postponed Again

    Cosmopack and Cosmoprof Asia Announce Hybrid Format for 2021
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Features

    Color Cosmetics Packaging Shifts Into High Gear

    Makeupistas are hooked on the cases, applicators and palettes.

    Color Cosmetics Packaging Shifts Into High Gear
    Color Cosmetics Packaging Shifts Into High Gear
    Color Cosmetics Packaging Shifts Into High Gear
    Urban Decay’s limited edition Alice Through the Looking Glass Eyeshadow Palette, inspired by the new Disney film, is an irresistible pop-up palette sure to attract attention at retail and online. Hits of embossing and gloss give the palette a luxe, dimensional feel. When you lift the lid and open up the doors inside, a three-dimensional butterfly springs up. Pull open the palette’s drawer to reveal the shadows, which are arranged by character, in columns.
    Color Cosmetics Packaging Shifts Into High Gear
    Estée Lauder’s 82-piece Estée Edit line was designed for Millennial beauty junkies.
    Color Cosmetics Packaging Shifts Into High Gear
    The Smashbox ShapeMatters Palette contains Get the Look cards printed with conductive ink. Users can connect to a website, place the card on their phone and be directly connected to demo videos.
    Color Cosmetics Packaging Shifts Into High Gear
    SussexIM created a digital solution that combines deco, brand info and product security.
    Color Cosmetics Packaging Shifts Into High Gear
    Creating customized excitement at retail: Arkay Packaging’s carton construction for the Estée Lauder Foundation Kit allows for an exciting shopping experience. The consumer chooses their shade of Double Wear at the counter. That cartoned product is then dropped into the larger set’s carton cavity, creating a unique customized kit.
    Color Cosmetics Packaging Shifts Into High Gear
    The Established agency designed a collection of three mascaras for the Marc Jacobs Beauty line. Different numbers of facets on each reflect the function of the products from the ultra skinny Feather Noir to the chunky Velvet Noir.
    Color Cosmetics Packaging Shifts Into High Gear
    Benefit’s thematic mood-inducing Hoola collection instantly “transports” consumers to the Hawaiian islands.
    Color Cosmetics Packaging Shifts Into High Gear
    At Tapematic, PP caps are digitally embossed using a special printing process. The cap is then metallized (sputtered) and lacquered. The embossing/design can be changed at any time just by loading a new design image.
    Color Cosmetics Packaging Shifts Into High Gear
    Clinique’s Chubby in the Nude Foundation Sticks deliver mess-free, on-the-go portable stick foundation.
    Color Cosmetics Packaging Shifts Into High Gear
    UA’s PETG jar, which has been used for creams, is now popular for eye shadow.
    Color Cosmetics Packaging Shifts Into High Gear
    A cardboard custom-cut package for True Fiction Cosmetics, from SeaCliff Packaging, includes a full-face diagram for contour, highlight and blush.
    Color Cosmetics Packaging Shifts Into High Gear
    ICS launched their IoPP award-winning, patent pending, modular refillable palette for Butter London’s Shadow Clutch product line.
    Color Cosmetics Packaging Shifts Into High Gear
    Corpack designed, produced and delivered a refillable compact powder case for their long-standing customer Artdeco.
    Color Cosmetics Packaging Shifts Into High Gear
    Notable Makeup Launches in Eye-Catching Packages: Jane Iredale’s Skin Is In.
    Color Cosmetics Packaging Shifts Into High Gear
    Notable Makeup Launches in Eye-Catching Packages: Studio 10 Plumping Blush Glow-Plexion.
    Color Cosmetics Packaging Shifts Into High Gear
    Notable Makeup Launches in Eye-Catching Packages: Diorskin Nude Air ‘Glowing Gardens’ Illuminating Powder blooms.
    Color Cosmetics Packaging Shifts Into High Gear
    Notable Makeup Launches in Eye-Catching Packages: Chantecaille’s Spring 2016 collection.
    Color Cosmetics Packaging Shifts Into High Gear
    Notable Makeup Launches in Eye-Catching Packages: MAC Cosmetics’ new Good Luck Trolls collection.
    Color Cosmetics Packaging Shifts Into High Gear
    Notable Makeup Launches in Eye-Catching Packages: Guerlain’s Little Black Dress lipstick.
    Color Cosmetics Packaging Shifts Into High Gear
    Notable Makeup Launches in Eye-Catching Packages: Guerlain’s Little Black Dress nail polish.
    Jamie Matusow, Editor-in-chief06.01.16
    Over the last few years, the makeup category has picked up speed, overtaking long-time frontrunner skin care. Not surprising, much of the movement tracks to the Millennial consumer who is more interested in the instant results provided by color cosmetics than the elusive promises of anti-aging formulas, especially when it comes to posting selfies. Brands are fueling increased demand with multitudes of new launches, and signing youthful celebrity “faces” in attempts to attract attention and make a greater social media splash.

    Last month alone, within a day of one another, came major announcements from four of the beauty industry’s leading global brands: Estée Lauder, LVMH, CoverGirl and Shiseido.
    Estée Lauder partnered with style icon and fashion designer, Victoria Beckham (with 10 million Twitter fans), for a limited-edition makeup collection to be named VBxEsteeLauder. The range is scheduled to reach select retailers around the world this September. 

    The move follows the reveal earlier this year of the Estée Edit skin care and color cosmetics collection, aimed at Millennials and created in connection with Kendall Jenner (17 million Twitter followers). Product packaging for the 82 SKUs sold at Sephora highlights Estée Lauder’s iconic blue color, but it’s been modernized for a youthful demographic, with a cobalt paint splatter design on secondary packaging and compacts.

    In sync with the Beckham deal, LVMH’s Kendo division signed superstar Rihanna (who boasts more than 60 million Twitter followers) to partner on a makeup collection called Fenty Beauty, targeted for Fall 2017.

    Right on the heels of these celebrity deals, singer Katy Perry (who tops the Twitter charts with 87 million followers) disclosed news of her upcoming mass-market color cosmetics line for CoverGirl in July. The collection will focus on lipsticks and mascaras. 

    And Shiseido Americas brought on ex-Coty executive Jill Scalamandre to head up a new research division called Global Makeup Center of Excellence, located in the company’s New York headquarters. At the top of Scalamandre’s to-do list will be expanding the color cosmetics business across the company’s brands, including Shiseido, Bare Escentuals, Francois Nars, Clé de Peau Beauté and Buxom, a Shiseido brand sold in Sephora.

    Color Shifts Into High Gear

    It’s no wonder that launch activity and the role of persuasive spokespeople are so prevalent. Research shows the Color Cosmetics market is poised for sizable global growth—and competition is fierce.

    According to a new report from Research and Markets, “Color Cosmetics Market by Target Market, by Application and Geography—Regional Trends & Forecasts to 2020,” the global color cosmetics market is estimated to reach approximately $77 billion by 2020.

    Demand is expected to be especially active in lip, facial makeup, nail and eye products. Multi-benefit products are driving the market by providing additional benefits such as anti-aging
    and UV protection.

    The research firm notes: “This industry is highly dynamic, which demands product differentiation, and the manufacturers experiment with new textures and formats to survive in the competitive market.”

    North America and Europe are the leading regions for the consumption of color cosmetics, according to Research and Markets. However, Europe and Asia-Pacific are projected to have the strongest usage and dominate the color cosmetics market by 2020. The U.S. holds the largest share in the North American market while France leads in Europe.

    Connecting Package and Product

    Along with the demand for Color Cosmetics comes a greater emphasis on the packaging, which industry experts agree plays an important role in which products consumers choose—both in open-sell retail outlets and online.

    Karen Grant, vice president, NPD Beauty—and a member of Beauty Packaging’s Board of Advisors, confirms, “Packaging and color cosmetics go ‘hand in glove.’ “ She says makeup is the primary fashion category in beauty, adding, “In addition to new color collections and product offerings, it is often the packaging that first entices the consumer and tells the fashion story.”

    Based on NPD’s research on makeup shopping habits, when asked how they like to shop for products, Grant says the No. 1 reason stated by consumers relates to their desire to self-discover by “self-testing without pressure.” Thus, open-sell environments—such as Sephora—are raising the bar on packaging. Grant says, “As consumers increasingly want the freedom to roam and make self-directed choices, packaging that calls attention and distinguishes a brand becomes more vital.”

    According to The NPD Group, in 2015, when counting shade introductions, new prestige makeup products generated $920 million dollars—almost $1 billion in new makeup offerings. Grant notes, “Top artist brands like MAC as well as newer, once considered ‘indie’ brands like Urban Decay, Benefit and Anastasia have deftly used clean and bold as well as graphic, playful and innovative packaging to take their brands into the top 10 prestige makeup brands ranking nationally.”

    Grant ties the role of creative packaging to sales in the category. She says, “Helping boost face product sales to lead growth in makeup for the first time in years, within the top 20 prestige makeup brands, standouts like Tarte, Too Faced Cosmetics, Nars, Smashbox and IT Cosmetics are using packaging to attract consumers and also build new or once dormant product categories such as color correctors and new shade and format/texture options in foundations, primers and concealers.”

    Packaging for Smashbox

    For a closer look at the philosophy and intent behind product development and the role of packaging at one of the hottest prestige makeup brands, we turned to Jill Tomandl, vice president product development and innovation, at frontrunner Smashbox.

    Overall, she tells Beauty Packaging, “Smashbox focuses on the package to provide a unique point of difference to the consumer experience.” Since Smashbox is a pro-artistry brand born in a photography studio, she says that it is important that products perform and apply conveniently on set and in the customer’s everyday life.

    The Smashbox core line packaging, explains Tomandl, is “sleek, chic, matte black with clean lines and square silhouettes.” Every holiday season, Smashbox partners with an artist to create visually impactful packaging.

    Tomandl says packaging can play a number of influential roles in gaining consumer attention—and satisfaction.

    In one example, she says it can solve a problem, such as with the brand’s Always Sharp Eyeliner and Lip Liner, which self-sharpens when you open the cap, so you never have a dull pencil for application.

    Portability has become increasingly important in an always on-the-go life style, and Tomandl explains that Smashbox Master Class has snap-out platforms that become lightweight, portable compacts. Smashbox Photo Finish Primers are sold in lightweight, portable tubes.

    Another key trend that’s exploded over the last few years is providing tutorials, so consumers know exactly how to use the products they’re buying for the best effects. The Smashbox Contour Palette therefore has a cling with an instructional face chart on the compact mirror.

    Of course Color Cosmetics provide some of the best “beauty eye candy around”—ensuring consumer attraction through design. In this case, Tomandl illustrates the effect with the Smashbox X-Rated Mascara package—a twisted rectangle with a unique design.

    Convenient application is also a huge draw when it comes to makeup, and the Smashbox CC Concealer has a cone-shaped applicator for precision application on spots. Smashbox Primer Oil and BB Water have push button droppers for ease of application, and wipers to reduce messiness.

    In addition to convenience, consumers are also looking for speed and efficiency when shopping to build their color wardrobes. Here, Tomandl says, “Color-matched components help the consumer find the shade they are looking for in an open-sell environment.”

    Creating Mobile Connections

    While printed and numbered cosmetic application instructions have become a commonplace essential, some brands are literally connecting with consumers, especially Millennials, on their mobile devices, to provide live demonstrations. The Smashbox ShapeMatters Palette, for instance, contains Get the Look cards printed with conductive ink. Users can connect to Smashbox.com/ShapeMattersPalette, place the card on their phone and be directly connected to demo videos for Brow, Contour, Highlight and Shadow applications. There is also a face chart on each card for quick reference.

    On the supplier side, Keith Everson, president and CEO of SussexIM, says they are also engaged in connecting with consumers on their mobile devices, and have developed new ways to provide eye-popping compacts and product authentication at the same time.

    He explains: “As a group, Millennials are drawn to packaging for color cosmetics that is interactive, looks great on the shelf and delivers a special or ‘individualized’ experience.” In addition, he says, “Our customers want to build their brand cost-efficiently, draw their consumers into the brand essence—and prevent counterfeiting, thus preserving brand integrity.”   

    To meet this two-pronged challenge, SussexIM created a digital solution that Everson says is “baked into the cake.” The company brought in-mold labeling and digital watermarking together—even using engineered resins, such as ABS. It is actually part of the cosmetic compact, or case. “This,” he says, “opens new options in decorating, high levels of product security, and fosters brand engagement with the Millennials—a group that lives with their smart phones.” He says it’s a cost-effective, fast-turnaround solution that looks great, engages the consumer and builds brands.

    The technology allows brand owners to create a curated, end-to-end sales consumer experience, according to Everson. From pre-store consumer research, to the store or kiosk, to instantly accessing product info, demos and coupons, the consumer can share product info across social media platforms.

    Packaging Distinction

    According to Grant, the two channels driving much of prestige beauty growth are specialty stores and the internet—“both channels where packaging distinction is critical.”  She says specialty stores, the arena where consumers are most free to experiment and play, attract younger shoppers under 25, established shoppers earning over $75K per year, and Hispanic beauty shoppers. In this environment, prestige beauty grew in 2015 by +13%; but the online prestige makeup channel grew almost 3X as fast, up +36%. Grant credits distinctive packaging for driving the growth of both.

    Lou Della Pesca, president of 3C Inc, a cosmetic packaging supplier, says, “The in-store or online customer is influenced by the brand and by the message, followed by the attractiveness of the package.” He says the brand’s intent is to advise a consumer of the latest fashion color, latest design of the container and latest advantage of their product, while reducing the number of containers necessary to achieve the ultimate goal of the products.

    Social media also plays a role in color cosmetics packaging, including consumers’ growing interest in cool and beautiful componentry that they can show off in their online posts as well as in their purses.

    Susanne Nichols, CEO, ICS, says, “Consumers are influenced not only by how functional the packaging is, but also want it to be visually appealing so it suits their lifestyle, color and shape preferences.” 

    Experience, too, factors in. Tiffany Simms, director of sales, Cosmopak, says, “Packaging really has to be eye-catching and attract the consumer to have a desire to have an experience with the product. Today, the packaging of cosmetics is having a greater experience in the end user’s life, by being featured on their Instagram, Snapchat and Facebook. The end user is looking for a package that is attractive and functional, but also has a level of prestige that can be perceived by their friends, family and followers on social media.”

    Ultimately, says Simms, “The packaging is seen as an accessory to the consumer’s lifestyle, and the brands that recognize this are encouraging their consumers to continue the interaction with the products on social media.” 

    The packaging comes into play in both a tactile and visual way, depending on the channel. At Roberts Container, Kristen O’Connell, director of marketing & product development, says that packaging look and feel are greatly important in the retail store, where the consumer has the opportunity to see, touch and feel the product “which is incredibly influential in the buying process.”

    She says online presence is becoming equally important as “we see more and more e-tailers carrying many different product lines. If the consumer is seeking out a new mascara on a non-brand owned website, the product’s presence is reduced to a thumbnail in a sea of other thumbnails, so it has to have thumbnail appeal to get the user to click on the product and learn more.” She says this is one of the reasons that so many brands are turning to more colorful and “poppy” decoration techniques.

    Layer On the Extras

    With the increased demand for packaging that stands out on-shelf and on e-retailer sites—as well as on social media—beauty packaging suppliers say requests for decorative techniques, distinct shapes, bold colors and cool applicators have taken on new dimension.

    Della Pesca, of 3C Inc, says: “I see the trend continuing in adding more color decoration to all containers.”

    Grace Chiu, managing director, GCC, tells Beauty Packaging, “As for decoration, working with illustrators and artists on limited editions has not ceased in the past two years. Consumers want to see more ‘wow’ and surprises on sales counters.”

    When it comes to solid colors, some brands have stepped that up a notch, too, and are changing their traditional color choices. Simms of Cosmopak, says, “Gunmetal and bronze colors are very popular, as brands seem to be moving away from black packaging.” 
     
    At ICS, Nichols says matte finishes are increasing over metallized and shiny ones. She also notes that shade identification on packaging continues to grow.

    At SeaCliff Beauty Packaging & Laboratories, Vonda Simon, tells Beauty Packaging: “The trends I see are going toward themes such as vacation spots or smells, and lots and lots of textures, too.”

    Texture has been established as a key eye-catcher—and a draw for consumers to reach out and touch, often the first step towards a sale. The desired results depend on the machine being used—and the customized effects. Sometimes experimentation leads to a new effect.

    Tony Denning, president, Tapematic USA, Inc., explains that the requirement from a machine manufacturing perspective is always changing. For the Tapematic machines (digital printing—CPrint/TPrint and 3D coating and sputtering—PST Line), each machine is customized to a certain extent for each customer. “We are always being asked if our machine could do this or that, so we experiment and in doing so develop either new coating effects or printing effects. When we combine more than one technology, we get some really interesting results such as digital embossing,” explains Denning.

    He says digital embossing allows a “standard” item, such as a closure to take on a different look just by changing an artwork file. “This allows for small runs (using the same closure), but getting different results without the need to re-tool molding machines.”

    Denning says if the product has some form of texture such as digital embossing, it makes the item ‘feel’ more ‘exclusive’ than a standard item.

    Jean Paul Corbeil, managing director of Corpack GmbH, agrees on the uptick in customization/semi-customization. He tells Beauty Packaging: “We see a trend toward custom design or ‘customized standards.’ While sharp-cornered round and square shapes are generally more in demand, customers are showing tendencies more so now than in the past eight years of wanting to move away from standard packaging.” He says brands are seeking ways to differentiate themselves from the competition, by adding a special physical feature or attribute (i.e., de- or embossing) or by designing something totally new.

    Switching Up the Packaging Styles

    Another way to gain interest, especially in-store, is to surprise the consumer in some way, such as by offering a product with an unexpected applicator or filling a product in unconventional packaging for its category.

    Like Corbeil, Nichols of ICS, says, “Square packaging is a growing trend across all categories.” But, in addition, she says, “Slimmer, taller and leaner is a major trend we are seeing for cosmetic packaging, whether for mascara, lipgloss or eyeliner.”

    Pencils also continue to grow in popularity, says Nichols, “expanding into other product categories beyond eyes and lips, such as into the face category.” She says extra large chubbies, like ICS’s GIGA chubby, which has a 22mmD godet, are a perfect option for face sticks including contouring, highlighting and strobing. 

    Often, it’s the development of new formulations that drive a change in packaging.

    Cosmopak is seeing increased interest in packaging for liquid lip products: “Currently, liquid lip colors are big, so we are getting requests for thick-walled vials and more creative doe foot applicators,” Simms says.

    Steven Peters, sales manager at UA Packaging, says, “Recently we are seeing requests for color cosmetics packaging that is mostly driven by formula innovations.” For example, he explains that new formulas for eye shadow and concealer “allow for more diverse use of packaging. The way this diversification happens is that we see packaging traditionally used for skin care finding a larger presence for the use of color cosmetics as well.”

    He says it’s becoming more common to see eye shadow filled in jars, and concealers in bottles with pumps. This trend, says Peters, “enables a landscape of new packaging styles introduced on color cosmetics shelves.” The bonus: “This growing exploration of more variance in color cosmetics packaging makes the buying process more interesting for the consumer.”

    Ultimately, Peters says that combining a new formula with a different type of packaging gives the consumer a stronger urge to try it. He says, “Consumers look at product value when purchasing a product, and innovation is what enhances this. Consumers are inclined, especially in store, to try out a product with packaging that requires a different way to apply, open or use it.”

    As an example, UA’s PETG jar, which has traditionally been used for various creams, has now become popular for housing eye shadow.

    Multifunctional Solutions

    Sales of palettes that offer complete solutions in one package, and multifunctional containers, remains strong.

    Chiu, of GCC, tells Beauty Packaging, “I see packaging for color cosmetics as still much more about the palette this year.”

    The trend for multifunctional packages holds true for dual containers as well as extensive palettes. Della Pesca of 3C Inc, notes that inserts that held one color of one product are now being used for a second product. “We have seen a heavy concentration of eye and brow products being assembled in a dual container,” he says. Della Pesca has also noticed the addition of magnetic closures to lipstick cases, compacts and palettes “as the latest change in components.”

    SeaCliff Packaging recently produced a three-well contour, blush and highlighter palette for True Fiction Cosmetics. It’s packaged in a cardboard custom cut package along with a full-face diagram on the back of the palette describing ‘how to use’ the product. Simon explains, “The difference with this product was giving the customer just enough product to contour and highlight along with a blush for a touch of color.” The kit has three steps and is called Contour Kit/Kit Contour.

    Lindsey Scott, COO, True Fiction Cosmetics, says they chose this package because, “More and more, contour and highlight are becoming an integral part of everyday makeup routines. We wanted to create a custom contour palette that incorporated contour, highlight and blush for the novice to professional consumer. By using a lightweight paperboard component, we were able to achieve a purse-friendly on-the-go option for the contour game. Thanks to SeaCliff we were able to produce a product that not only offers professional quality, but is conveniently packaged to withstand the wear and tear of the busy lives of today’s consumers.” 

    An Eye on Sustainability

    In some cases, cosmetics packaging is being influenced by another interest of Millennials: sustainability. Alternative materials such as paperboard and refillable compacts are a couple of the solutions gaining popularity.

    ICS recently launched their IoPP award-winning, patent pending, modular refillable palette in August 2015 for Butter London’s Shadow Clutch product line.

    Nichols says refillable and mix-and-match is a growing trend. The palette ICS developed has a sliding feature, which she says eliminates the need to “pop out” the pans, which can sometimes cause breakage.

    Butter London president Sarina Godin, says, “ICS was able to interpret our needs and develop this amazing, innovative package that allows our customers to play and experiment with our eye shadows, having all the shades they need at their fingertips. The unique customizable aspect has been extremely well received by customers and gives them flexibility to build their own palette.”

    The design offers easy and intuitive use. A hinged base frame secures the refillable pans and presents a clean appearance. The simple design allows for various pan sizes and means the user can confidently refill the compact without damaging the makeup. In addition, the cover insert allows customizable etched designs, which means the palette look can evolve, adding and changing cover-etching designs as the trends and product line advances. Not only does the refillable pack benefit end users, according to Nichols, but it also saves waste and excess packaging, making it an environmentally friendly option that is convenient, flexible and elegant all at the same time.

    A refillable package was also well executed at Corpack, where Corbeil says, “Customers are becoming more and more conscientious about the impact of packaging on the environment. If you can make the customer feel better about their purchases and usage of resources, then you can add value to your product and win them over.”

    Corpack recently designed, produced and delivered a new compact powder case for their long-standing customer Artdeco, who wanted a more modern look and appeal, as well as a refillable solution. “The difference to the competition,” says Corbeil, “is that the Artdeco compact is an esthetically beautiful package (custom design) that minimizes the use of materials and can be refilled.

    At Cosmopak, Simms says, “We are also seeing more and more brands getting stricter on what types of materials they will use in their packaging, as there is a bigger demand for eco-friendly packaging and sourcing alternatives to typical plastics.”  

    Around the Bend

    As packaging for the makeup category picks up speed, and sustainability turns toward a more mainstream course, it will be fascinating to watch how consumers, brands and suppliers navigate the intersection.

    Notable Makeup Launches in Eye-Catching Packages

    Here are a few of the season’s standouts:

    Jane Iredale’s Skin Is In collection exemplifies the current “no makeup makeup” trend with accessory-like components to boot.

    Studio 10’s new Plumping Blush Glow-plexion highlights a unique creamy formula that blends into skin for an ultra-natural finish—and a ‘no makeup makeup’ look. Conveniently packaged in a pump bottle, it’s easy to use and completely mess-free. Use with the Double End Face Brush: The finger-shaped end provides precision application, and the “stippling” end buffs into the skin.

    Diorskin Nude Air ‘Glowing Gardens’ Illuminating Powder blooms in a luxe compact with a motif resembling the distinctive cannage quilting of the designer’s leather bags.

    Chantecaille’s Spring 2016 collection features the refillable Le Magnolia Eye and Cheek Palette, created to increase awareness of work to improve the outlook for wild plant species and the livelihoods of people around the world through supporting the widespread adoption of the FairWild Standard. Embossed with a magnolia flower, the limited edition shades complement the delicate watercolor hues seen on the Spring 2016 runways.

    MAC Cosmetics’ new Good Luck Trolls collection, a collaboration with Dreamworks’ upcoming film, flashes back to the neon-colored-hair dolls. Products include yellow, blue and green eyeshadow and lipgloss with glitter—all in colorful packaging that features pink and purple compacts decorated with vivid labels.

    Show-stopping packaging for Guerlain’s Little Black Dress nail polish and lipstick collection is over-the-top irresistible. The shades are easily identifiable—and slightly scented with the namesake fragrance. The “family resemblance” featuring the upside-down heart is unmistakable.
    Related Searches
    • on-the-go
    • guerlain
    • mac
    • karen grant

    Related Features

    • Cosmetics | Skin Care/Sun Care | Sustainable Pkg/Practices
      Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

      Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

      How color cosmetics brands and suppliers are navigating through the pandemic by focusing on sustainable packaging, new consumer behaviors, & more.
      Jamie Matusow, Editor-in-Chief 03.01.21

    • Applicators | Dispensers | Sample Sizes | Sample/Travel Sizes | Skin Care/Sun Care
      Creating Packaging To Safeguard a More Hygienic User Experience

      Creating Packaging To Safeguard a More Hygienic User Experience

      Packaging suppliers are doubling down on sanitary packaging innovations and product delivery solutions. Single-dose, hygienic sampling will be here to stay.
      Joanna Cosgrove, Contributing Editor 03.01.21

    • Airless | Bottles/Jars | Cosmetics | Package Development | Pumps | Skin Care/Sun Care | Sustainable Pkg/Practices | Tubes

      'Dispensing Beauty': Dispensers for Greater Functionality

      The right type of dispensing system elevates all types of beauty products, from skin care to fragrances—and even lipstick.
      Marie Redding, Senior Editor 03.01.21


    • Hair Care | Personal Care | Skin Care/Sun Care
      Drunk Elephant—Beauty Company of the Year: Excellence in Packaging

      Drunk Elephant—Beauty Company of the Year: Excellence in Packaging

      Drunk Elephant—Bright, Happy, Clean. Tiffany Masterson talks about the brand’s meteoric rise, ‘near-unicorn’ sale to Shiseido, & colorful packaging.
      Jamie Matusow, Editor-in-Chief 02.03.21

    • Brushes | Cosmetics | Eco-friendly | Lipstick packages | Mascara Containers | Sustainable Pkg/Practices
      Key Insights on Lip Color & Mascara Packaging

      Key Insights on Lip Color & Mascara Packaging

      There's no shortage of packaging for both mascara and lip color—especially if you're looking for refillable designs & sustainable materials, suppliers say.
      Marie Redding, Senior Editor 02.03.21

    • Cosmetics | Skin Care/Sun Care
      Our 4 Finalists—Beauty Company of the Year: Excellence in Packaging

      Our 4 Finalists—Beauty Company of the Year: Excellence in Packaging

      A look at our finalists—and execs from e.l.f. cosmetics, Huda Beauty, Murad, and Smashbox talk about packaging.
      Jamie Matusow, Editor-in-Chief 02.03.21


    • Anti-Counterfeit | Cosmetics | Decorative Effects | Package Development | Printing/Decorating | Sustainable Pkg/Practices
      Packaging Decorated to Make a Lasting Impression

      Packaging Decorated to Make a Lasting Impression

      Decorating techniques transform packaging, ensuring that bottles, jars and boxes for makeup, skin care and fragrances ‘pop’—both on shelf and online.
      Marie Redding, Senior Editor 11.30.20

    • Cartons/Boxes | Cosmetics | Eco-friendly | Fragrances | Skin Care/Sun Care | Stock Pkg
      Sustainability Drives New Solutions in Innovative Cosmetic Packaging

      Sustainability Drives New Solutions in Innovative Cosmetic Packaging

      Packaging innovations focus on sustainable materials, small sizes, and hygienic solutions—as well as visual aesthetics and engineering feats.
      Jamie Matusow, Editor-in-Chief 11.30.20

    • Fragrances | Skin Care/Sun Care | Turnkey
      Turnkey’s Benefits Shine, Especially During Covid

      Turnkey’s Benefits Shine, Especially During Covid

      Turnkey service suppliers are ramping up innovation and production to capture business and dependably deliver on-time services in a Covid-stunted global market.
      Joanna Cosgrove, Contributing Editor 11.30.20


    • Cosmetics | Low MOQs | Skin Care/Sun Care | Stock Pkg
      Packaging Solutions In Small Quantities

      Packaging Solutions In Small Quantities

      Low minimum order quantity (MOQ) packaging fits the bill for cost-conscious Indie brands and global brands with limited specialty launches.
      Joanna Cosgrove, Contributing Editor 11.04.20

    • Airless | Applicators | Bottles/Jars | Skin Care/Sun Care | Tubes
      Zooming In On Skin Care

      Zooming In On Skin Care

      Skin care—and self-care—are on the rise, as packaging suppliers must meet increasing requests by beauty brands to satisfy new pandemic-related market demands.
      Marie Redding, Senior Editor 11.04.20

    • Skin Care/Sun Care
      CBD Beauty: Packaging and Promises

      CBD Beauty: Packaging and Promises

      Standing out from competitors is tough. Discover how you can safely market products with packaging that makes sure your first impression is a great one.
      By Jennifer Whetzel, Founder, Ladyjane Branding 11.02.20


    • Skin Care/Sun Care
      CBD Beauty & Personal Care Update: Here. There. Everywhere.

      CBD Beauty & Personal Care Update: Here. There. Everywhere.

      CBD continues to make its way into more formulations across the beauty and personal care market.
      Melissa Meisel & Christine Esposito, HAPPI Magazine 11.02.20

    • Bottles/Jars | Cartons/Boxes | Cosmetics | Eco-friendly | Made in USA | Skin Care/Sun Care | Tubes
      Covid Boosts USA/Canada Cosmetics Packaging Production

      Covid Boosts USA/Canada Cosmetics Packaging Production

      Insights from leading domestic suppliers -- and what the future of beauty packaging may hold.
      Jamie Matusow, Editor-in-Chief 08.31.20

    • Airless | Bottles/Jars | Cosmetics | Droppers | Stock Pkg | Tubes
      Stock Packaging with Style

      Stock Packaging with Style

      Beauty brands of all sizes are reaping the benefits of stock packaging—and creating custom looks on time and under budget.
      Marie Redding, Senior Editor 07.24.20

    Trending
    • Bésame Cosmetics Unveils Marilyn Monroe Collection
    • Ranking The Top 50 Cosmetic Companies
    • Vitamin C: The Hottest Super Ingredient Energizes These 9 Brands
    • Coty Shares Long-Term Strategy
    Breaking News
    • KKW Launches Fragrance Bundle with Jeff Leatham
    • Love Beauty and Planet Announces Sustainability Initiatives
    • Coty Shares Long-Term Strategy
    • Johnson & Johnson Reports Sales Increase in First Quarter of 2021
    • THG Launches Recycling Program in UK
    View Breaking News >
    CURRENT ISSUE

    March 2021

    • Packaging’s ‘Tall Order’ for Reviving Color Cosmetics
    • Creating Packaging To Safeguard a More Hygienic User Experience
    • 'Dispensing Beauty': Dispensers for Greater Functionality
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Study Finds Omega-3 Index is Strong Risk Predictor of Premature Death
    Ashland Supports the Nature Conservancy Forest Restoration Effort to Help Plant a Billion Trees
    Martin Bauer Announces Installation of Agile Filling System at Bethlehem, PA Facility
    Coatings World

    Latest Breaking News From Coatings World

    CPMA Expands its Community, Adds 3 New Member Companies in Q1
    Axalta Wins Three 2021 Edison Awards
    AkzoNobel Shareholders Approve Final Dividend at Annual General Meeting
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    LG Expands Diagnostic Medical Monitor Line
    Getinge Heart Lung Machine Becomes Available for European Hospitals
    Getinge Receives FDA Clearance for Multiple Products
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Lonza to Build Small Molecule Manufacturing Complex in Visp
    RDIF, Minapharm to Make Over 40M Doses of the Sputnik V Vaccine in Egypt
    Bora Pharmaceuticals Completes Health Canada Inspection
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    KKW Launches Fragrance Bundle with Jeff Leatham
    Love Beauty and Planet Announces Sustainability Initiatives
    Coty Shares Long-Term Strategy
    Happi

    Latest Breaking News From Happi

    Qosmedix Brings CSR to the Forefront in New Initiative
    Spectrum Brands Acquires Rejuvenate Household Cleaning Products
    Pravana Joins PETA’s Beauty without Bunnies Program
    Ink World

    Latest Breaking News From Ink World

    Kumon North America Adds Speedmaster XL 106 from Heidelberg
    Acrylic Resins Market Worth $21.9 Billion by 2025: MarketsandMarkets
    SE-DA Invests in Kornit Presto S
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Ravenwood introduces water resistant linerless paper
    Ashland commits to forest restoration
    Epson upgrades SurePress demo facility
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Fibertex Nonwovens Announces European Investments
    Savaré Strengthens Technical Support for the Americas
    FiberVisions, Avgol Partner with Polymateria
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    FDA Clears Orthofix's 3D-Printed FORZA Titanium TLIF Spacer System
    Patients Conclude Clinical Visits in Knee Osteoarthritis Treatment Study
    SeaSpine Begins Limited Rollout of WaveForm TO 3D-Printed Interbodies
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Identiv, Ameta International Announce US, Canadian Distribution Partnership
    Adesis Achieves ISO 9001:2015 Certification
    Louis Widmer SA Complies with EU Anti-Counterfeiting Directive with Zebra Technologies’ Solution

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login