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State of Packaging 2010

By: Jeff Falk
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

page 9 of 17

Izquierdo: Similar to other industries, cosmetics that are free of preservatives, are all-natural or organic is a growing trend. Brands in this sector often carry the same philosophy into the product’s packaging, whether in terms of using recyclable materials or minimizing waste overall.

Waste can be looked at in several ways. Single-use applications are one way of reducing waste; we expect to see this approach continue to grow. A great example is Cargo’s DailyGloss, which packages a 30-day supply of lip gloss in individually sealed blister packs.

Over-packaging of cosmetics is another real concern for brands and consumers alike. Protecting the beautifully designed containers and graphics that are the hallmark of this segment often means adding a layer of secondary packaging. Many brands are taking steps to remedy this and cut back on excess use of cartons and unnecessary exterior packaging. One brand that comes to mind is Lush Cosmetics, that sells its products “naked” to the consumer.

Bielefeldt: If a brand owner is trying to emulate another brand already in the market, either by copying a bottle shape or using similar colors or graphics, that brand needs to act fast. If it takes a company 12 or 18 months to join a trend, it will be too late.

Q: Which consumer demands or expectations for/from packaging do you anticipate to continue to impact packaging?

Gadomski: Airless skin care packaging continues to gain momentum. As consumers become more and more educated on the benefits of airless packaging, they increasingly demand it from their favorite skin care brands. The ability of airless packaging to dispense nearly 100% of the product within is extremely important to consumers given the current economic climate.