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Eastman Teams With Designer Marc Rosen to Develop Makeup Packaging for the Future

Contact Author Jeff Falk
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Back row, from left: Triad (Leidel Corporation), Prive (Pieriplast of Peru), Swirl (Jackel Cosmetics Ltd.), Chic (Axilone) and Halo (Alcan Packaging Beauty of Brazil). Front row: Puzzle and Palette (both by Plasmetik Precision Molding Company, Ltd.).

Drawing inspiration from the past, packaging designer Marc Rosen teamed with Eastman Chemical Company and six international packaging suppliers/manufacturers to create a futuristic collection of makeup packaging—The Art of Clarity collection, unveiled at Luxe Pack Monaco 2010.

“Packaging is an art form,” said Rosen. “Our job is to create packaging and products that speak to consumers on many levels and the wellspring from which we draw is based on our experiences as well as our imaginations.”

Best known for his fragrance bottle designs made of glass, Rosen used EastarCN copolyester, the latest addition to Eastman’s The Glass Polymer family of cosmetic materials, to develop sophisticated makeup designs that he says would not have been possible otherwise.

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“Innovative silhouettes and unexpected material distribution allowed us to create unique offerings that aesthetically redefine this category,” said Rosen. “This makes creating new compact, lipstick and lip gloss packaging an adventure. The results can be memorable if deployed as part of a larger branding initiative. They can become signature to that brand, giving it a real competitive advantage.”

The seven collections designed by Rosen feature the molding expertise of six global manufacturing companies: Alcan Packaging Beauty of Brazil; Plasmetik Precision Molding Company, Ltd., of China; Pieriplast of Peru; and Axilone, Jackel Cosmetics Ltd., and Leidel Corporation of the United States.

“Rarely do designers have the opportunity to step outside the confines of the expected and pursue new aesthetic and packaging directions,” said Rosen. “Rarer still are sophisticated materials that allow designers to fulfill their vision.”

The five ranges (Triad, Prive, Swirl, Chic and Halo) were inspired by designs of the 1940s and 1950s, reinterpreting them to create a contemporary look. Rosen has advocated referencing past successes to build future innovations in a number of his recent presentations and works over the past few years.

Triad was inspired by a personal compact (crafted in gold and reminiscent of an envelope) created in the 1940s by Paul Flato for Elizabeth Arden. Prive is architectural by nature, underscored by sharp, precise edges. The alternating stripe thickness captures light and creates varying depth of color when the package is full of product.

Swirl offers the Zen aesthetic of a Brancusi sculpture. Created, in part to showcase the material’s ability to flow and hold unique shapes, the varying thicknesses of the components create a tactile experience. Chic was inspired by compact and lipstick cases created by prestigious jewelers and meant to make a statement on status. Halo is about the purity of proportion. The uniform wall thickness and even material distribution underscores a simple but sophisticated design.

In addition to demonstrating the potential of the material, Puzzle and Pallette were created to illustrate how makeup packaging could be fun and practical.

Rosen and Eastman previously collaborated on the successful Designing with Clarity skin care jar project launched at Luxe Pack Monaco 2009.

The Glass Polymer, according to Eastman, can be extruded, injection- or blow-molded into almost any desired shape. The clarity and toughness can be used to produce thin- or thick-wall jars, caps, color cosmetics packaging or bottle applications.