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Within the Lines
By: Jeff Falk
Posted: March 9, 2007
page 2 of 8
What does this mean for the color cosmetic industry? As reported by Euromonitor International, color cosmetics reached sales of $345.5 billion in 2005, yet the 4.3% increase in sales makes it one of the least dynamic areas in the cosmetics and toiletries market.
In the quest for a better understanding of the impact of packaging on color cosmetics, I posed questions to Thomas Pfaff, sales and marketing director, Seufert; Steve Pearlman, president, CROWN Risdon; Gary Fagan, director of sales and marketing, CROWN Risdon; and Pete Prusak, director of technology, color business, PolyOne.
Fashion and Trends: The Demands on Packaging
As explored in GCI’s November 2005 Global Report, color cosmetics is influenced by fashion and emerging short-lived trends, and this forces packagers to deal with requirements of current trends such as speed-to- market, evolving designs and materials, and to anticipate upcoming trends. As Pfaff puts it, the challenge for packagers is flexibility.
“Short-lived trends play havoc on manufacturers of packaging components in two ways,” said Pearlman. “(First), speed-to-market launches strain our development capabilities, particularly if all marketers are seeking to capture a particular trend. It is very difficult to create a brand new concept in less than six months. The way around this short time frame is the use of stock or previously used tooling with modifications to existing tools.
“(Second), cost of development and cost of tooling is difficult to recapture if trends are short lived. Here again, if existing tooling is used to capture a trend with little or no tooling costs both sides can benefit,” Pearlman said.