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Application and Execution

By: Jeff Falk
Posted: November 8, 2007, from the November 2007 issue of GCI Magazine.

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In fact, even as the industry moves toward natural ingredients, the overall percentage of truly sustainable packaging used for these natural products is small.

For natural color cosmetics, specifically, demand and opportunities for growth are high, and marketers are finding new options in this sector to foster expansion. Mineral makeup has proven to be a growth area within the color cosmetics segment, and has moved across distribution channels. Natural and eco-conscious applicators can reinforce the popularity of and a consumer’s attachment to natural makeup brands, with technological advances allowing these components to become, ironically, more natural.

Calling it a response to the latest market trends, Cosmogen, which specializes in dispensing systems and applicators, launched a line of eco-friendly brushes (face powder, blush, eye shadow, eyeliner and lip contour) made from PLA and natural hair at
HBA Global Expo, in September.

“The sleeve is made with PLA and we add particles of wood, so in a wet environment it will biodegrade completely,” said Christian Vivier, vice president, marketing and sales, Cosmogen. “We used a water-based glue, and the decoration is water-based. We have nothing like lacquering. Throw it way, and it will disappear. The speed of the degradation depends on the amount of [moisture] it is exposed to.”

PLA is, in fact, beginning to be utilized more often in unlikely packaging components, and as restrictions to its use are overcome, brands ask more from it.