Marie Redding, Associate Editor03.03.17
Consumers want makeup that is simple to apply and easy to carry around, marketers say. Brands are working with suppliers to develop packaging that gives all types of color cosmetics these functional features, and more.
“The market is demanding ‘smarter’ packaging,” says Sonia Cerato, makeup category manager, Quadpack Industries. “That’s a term we use to describe packages that add value to a formula, in more ways than one,” she explains. “Added features, such as packages that offer formula protection or integrated applicators are examples,” she says.
Jim Farley, executive vice president of global business development, World Wide Packaging (WWP), agrees, saying, “We continue to receive requests for package differentiation, as well as performance enhancements.”
Color cosmetics are expected to do more, and work better. “Everyon
“The market is demanding ‘smarter’ packaging,” says Sonia Cerato, makeup category manager, Quadpack Industries. “That’s a term we use to describe packages that add value to a formula, in more ways than one,” she explains. “Added features, such as packages that offer formula protection or integrated applicators are examples,” she says.
Jim Farley, executive vice president of global business development, World Wide Packaging (WWP), agrees, saying, “We continue to receive requests for package differentiation, as well as performance enhancements.”
Color cosmetics are expected to do more, and work better. “Everyon
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