For brands, a packaging configuration that houses two or more products is a great way to carve out a unique point of differentiation at retail, and it’s a perfect vehicle to help cross-promote compatible products such as a shade-matched concealer and foundation or even a multi-step skincare regimen.

For consumers, the option to have multiple products in one package takes the guesswork out of coordinating products and represents a simplified, less-is-more solution that equals less bulk in a handbag and less clutter on a countertop.

In addition to convenience, offering two or more beauty or personal care products in one pack also promotes a sustainable routine for consumers by helping eliminate unnecessary packaging. “Consumers have become accustomed to the ‘less is more’ outlook and are more conscious of what they use and how they use it, making multifunctional or multi-formulation products an optimum choice for this new market,” says Eleanor Bunting, marketing manager, International Cosmetic Suppliers Ltd. (ICS). “This new, more minimal, routine also increases convenience amongst modern consumers with busy schedules and limited time, as well as having a positive effect on the environment.”

The positive environmental effect, she says, is a result of combining beauty products into one package to eliminate waste from a second component, reducing manufacturing and product waste. “With consumers becoming more conscious of the effect their packaging has on the environment, brands have become more aware and are eliminating unnecessary packaging when adopting multifunctional, refillable and reusable packs,” Bunting explains. “Consumer expectations of minimalistic packaging, as well as natural high functioning formulations, means brands not only need to create functional packs, but also innovative, sustainable and aesthetically pleasing products.”

In addition to offering a variety of multifunctional packaging options such as sticks and pencils that can be paired with liquid formulations, ICS’s latest duo formulation innovations are a Doefoot Click Pen with Vial and a Duo-End Slim Stick and Wand. The Doefoot Click Pen with Vial is made up of two parts. Part 1 is a click pen with a doefoot that holds one formulation to be applied through the doefoot. Part 2 is a vial that is screwed on to the end of the package. “The doefoot can be dipped into the vial for application of the second formulation, and is ideal for lip primers, oils and serums for the ultimate lip care,” says Sue Nichols, ICS’s CEO. “Our Duo-End Slim Stick and Wand pack is minimalist and effortless with a slim stick on one end of the pack and a doefoot with vial on the other, suitable for a variety of color or skincare formulations.”

Expert Engineering

Assimilating two or more different products into one package often requires imaginative planning that accurately accounts for unique filling, securing and dispensing needs. In short, a package that looks slick and easy to use is often the product of a lot of tricky, behind-the-scenes engineering to ensure its complete functionality.

It can be a complex undertaking to work out formula and package compatibility and stability under normal circumstances. With duos or multipacks, that level of complexity is considerably upped. “The pack’s functionality now needs to meet the requirements of two different formulations, and the formulations also need to perform well together to achieve maximum results,” says ICS’s Bunting. “Skincare must be carefully considered in multifunctional packs as mixing the wrong products during application may affect their efficacy or cause irritation.”

One of the main challenges of putting two or more products in a multifunctional package is pairing complementary formulas. “This challenge has to be addressed in the first steps of the design as this will affect the sealing, filling, and assembly processes,” says Pauline Vallin, marketing manager, Asquan Group. “Collectively, we all need to address the multitasker’s objective in doing more with using less, whether through skincare products with both anti-aging and moisturizing benefits, or lipstick with both a high pigmented and hydrating formula or even a 2-in-1 eyeliner/mascara.”

Asquan has debuted a new multifunctional product with the flexibility to perform as a brow or lip package. The 16mm PP component combines one pencil product and a 1ml flaconette to hold emulsions, anhydrous or gel formulas such as a liquid liner or liquid lipstick. On one end, a pencil can be formed in 2mm rounds or triangle-shaped for maximum precision. The flaconette can accommodate a variety of applicators including a mascara brush, a flocked doefoot or a flocked soft long applicator, making it ideal for combos such as eyeliner pencil and mascara, eyebrow pencil and brow mascara, or a lip gloss/liquid lipstick and lip liner. The flaconette can be decorated with hot stamping or silk screening, and the cap/pencil can be printed with hot stamping, silk screening or metallization.

The considerable skill and expertise required to create these packages should not be underestimated.

Kelly Rigoglioso, product innovation and technical sales, WWP Beauty, suggests that when creating a multi-functional package, brands should consider working with a supplier that can leverage its foresight and experience to pair the right formula with the most compatible packaging material. “When dealing with a multifunctional package, you are dealing with [many] variables that need to be considered,” she says. “The key objective for brands would be to marry a carefully engineered package, that isn’t overly complicated with a compelling formula to create a cohesive story that promotes the functional benefits of a multi-product offering.”

While multifunctional packaging lends brands the ability to get more creative with formula pairings, Rigoglioso says, “It is still very important to choose products that can be used together, can be used in the same type of routine or work together to present a solution to a whitespace in the market.”

As a company that offers packaging, formulation, design, engineering and manufacturing all under one roof, WWP works with an eye on “the big picture” when it comes to creating a final multi-use product that is seamless and functional. “By streamlining the process, we are able to eliminate the margin of error that can occur when creating these types of packages, and make strategic decisions on formula choices, filling techniques, stability and compatibility between packaging and formulas, packaging and chamber size, dispensing mechanisms, packaging design and the final shelf life of the product formulations,” Rigoglioso says.

WWP’s latest double-duty innovation is its Dual Chamber Pump, which mixes two formulas (powder + liquid or liquid + liquid) together at the time of the first use. The configuration not only extends product shelf-life, but also allows the consumer to purchase and use the product at its maximum potency.

The Dual Chamber Pump features a large chamber ideal for housing serums or treatment creams and can easily be personalized with a Vitamin C powder, freeze dried vitamins or active concentrate housed in the small chamber. The package is available in 10- and 15ml sizes, and the mostly transparent pump gives brands the ability to decorate not only the outside of the package but the inner chamber as well.

Creative Configurations

CTK Cosmetics’ patented Folding Brow addresses brows, but in a uniquely functional way. The configuration serves as a multifunctional, double-ended brow beautifying package with several possible combinations from formula to applicators.

To use, consumers simply remove the cover to open and snap the product into place. One side of the product has a fine tip in a variety of shapes that define brows by drawing natural-looking, hair-like strokes for precise application and the other side has a spoolie brush to blend and groom.

“In speaking with the brands, we realized the brow category is exploding and many brands want to find new ways to expand,” says Jackie Paterno, vice president, CTK Cosmetics. “Having a package with product on both sides was the natural progression. We now offer a double-ended brow with dual round and oval cartridges to allow for a wide variety of formulations.”

CTK Cosmetics also created a unique brow and brow highlighter package, continuing to elaborate on multifunction. “This was a bit difficult as highlighter formulas are traditionally soft,” Paterno explains. “To achieve this, we created a triangle-shaped cartridge that allows for a smoother pencil.”

As for the folding configuration, Paterno points to its small size and portability. “[It] does not take up much space in a cosmetic kit or handbag [and] it also has only one cap for the two sides—[it’s] more efficient for usage and also reduces the possibility of losing the cap,” she says.

The package has been so well-received, CTK Cosmetics is currently in the process of developing new ideations, including lead diameters, exciting new applicators and formula options.

“If you have two products that are supposed to be used together, why not utilize one package for both formulas, especially given the trend of having more on-the-go and inclusive-to all, dual components that can accommodate various customers and formulations,” says Yeawon Kim, senior manager, global skincare, HCT Group. “We have various types of packaging available in a dual package (pump and bottles, dual jars, dual sticks, etc.). For example, if we’re filling two different types of formula in a dual pump, we have options of having them dispense at once using one pump actuator, or having separate actuators which helps the consumer customize their formulations to cater to their skin’s needs.”

HCT Group recently worked with Dermalogica to create a dual airless package that houses two separate formulas in two inner bottles that are enclosed in a single, outer bottle. Two pump engines dispense each formula independently and each has its own pump actuator.

HCT Group’s latest innovation is a new stock component called Pictura Kit with Jar. The package offers the flexibility of a pump and jar configuration, enabling brands to be creative with two formulations that can be packaged in two different compartments. “We can kill two birds with one stone with this package, which follows the ‘less is more’ trend,” Kim says, noting that Pictura Kit with Jar is a great option for a skincare kit spanning a serum, toner, lotion or cream. The jar can also be sold as a refillable.

Yonwoo International/PKG Group’s new 2-in-1 Applicator Tube allows beauty consumers to apply one product in two different ways. The package is a 19mmD tube with a 15ml fill and includes a built-in sponge and flocked doefoot applicator. “In many cases, customers carry multiple application and blending tools for their makeup routine,” explains Eric Csaszar, sales manager, PKG Group. “With the 2-in-1 Applicator Tube, product can be target applied with the doe-foot applicator, or area applied with the sponge applicator.”

The two tools can work independently or in tandem thanks to a pathway created through the wand. A concealer, lip or cheek product can be flowed through the sponge to the skin, or the user can spot apply with the doefoot applicator and blend with the sponge.

Csaszar says Yonwoo/PKG Group designs this two-way applicator in a tube format because tubes are a “filler friendly” package. “They also tend to use considerably less raw materials and are lightweight when compared to bottles, reducing the carbon footprint of both manufacturing and shipping,” he says.

The company also offers a similar multi-use 30ml heavy wall PET stock bottle that can also be coupled with a dual-purpose pump/applicator. “Our patented design allows the customer to utilize a Flow-Through applicator with a pump,” he says. “Our stock version uses a flocked applicator, but silicone, cooling tip, and brush applicators can be built.” 

Derik Industrial Co. Ltd, also has a variety of multifunctional beauty packaging options outfitted with blending attachments that emphasize convenience, ease of use and no mess—principals that Rick Persons, president of Derik USA, says are import to today’s woman. “Derik’s dual-use blending packages are perfect for women on the go,” he says. “Less clutter in your purse since dual packs are self-contained with their own easy-to-use applicators.” 

Derik’s brow blender is a slim, dual-use pencil with brow formula on one end and a contoured brush on the other that’s specifically designed to provide the perfect brow contour. The products can be flexibly filled either via the top or the bottom, and can be paired with either a brush or a sponge tip depending on the brand’s formula needs.

On the heels of its brow blender success, Derik expanded its line to include a medium size “chubby” style stick to accommodate facial contouring and highlighter products, plus a larger size to house foundation sticks. All are available with either a brush or sponge, and the foundation stick has the added plus of removable applicators for easy cleaning. Persons says an airtight version will be available in the near future.

“The key benefits of offering dual products in a single package include everything from sustainability features and the reduction of plastic to the simplification of having your favorite beauty routine in one package,” concludes WWP’s Rigoglioso. “From a formula perspective, multifunctional products not only offer consumers the opportunity to customize and provide their perfect product pairing, but they also add value to the product overall.”