Most Popular in:
The New Age of Antiaging
By: Jeff Falk
Posted: August 11, 2009, from the August 2009 issue of GCI Magazine.
page 6 of 8Virginie Lemeunier: Absolutely. Again, it comes back to building brands for our customers and enhancing perceived value for consumers, through innovative packaging that delivers superior function and form. You have but a few seconds to capture the consumer’s attention at the point of sale. And, once the consumer buys the product, you must create an end-user experience that offers a daily “lift,” especially today, given the worldwide economic challenges consumers face.
GCI: Has creating packaging that protects product, as opposed to simply delivering the product, become a greater impetus in the creation of the packaging as the products and ingredients have grown in sophistication and price?
Virginie Lemeunier: This is so very true, which is why the growth potential for airless packaging is so great. Airless dispensers are being used in mass, masstige and prestige skin care products; in natural and organic products; and even in body care products. Advanced antiaging ingredients require protection from oxygen and contaminants, and brands seek to reduce the amount of preservatives, which led us to the creation of our neutral Nea lotion pump, perfect for organics and other fragile formulations. And, as it relates to the global appeal of airless packaging, we also see increased demand for dispenser tubes—such as those recently used by L’Oréal’s Biotherm Homme and for Coty’s Lancaster brand of SPF products. To further protect the product, [advances have been made] that keep air out, after actuation, and prevents clogging and product buildup.
An Ingredient Perspective
GCI: Have changes in consumer habits impacted antiaging ingredient creation and innovation? If so, how?
Ralph J. Manrique: It depends on which segment you’re looking at—mass or prestige. On the mainstream mass side, consumers are paying more attention to how much they are spending, and thus are reducing the variety of products they are buying. On the prestige side, it appears that consumers haven’t changed their habits significantly. So from an ingredient standpoint, the change in buying habits on the mass side just reinforces the need for multipurpose actives. It also provides an opportunity for consumer products companies to continue their efforts in innovation by formulating products that not only provide improved performance but also target a variety of benefits.