POWER OF PACKAGING
allows us to use the style and spirit of the original one to tell
the story of what this generation of our family is doing to carry
on the environmental and social ideals that this company was
According to the company, the new labels are designed to
help retailers merchandise the company’s entire line together
more easily and effectively while bringing a more unified brand
presence to store shelves. The altered labels also include tips and
instructions for the best use of the products.
According to Mike Stacy, director of sales and marketing at
Dr. Bronner’s, environmentally-friendly packaging is still popular—especially with his company’s clientele.
“We use 100% post-consumer-recycled plastics and people
really do care,” he told HAPPI.“We also offer larger sizes in gallons
and half gallons and can be used to refill and save on packaging.”
Futuristic accents like LED lights are also a growing trend in
cosmetic packaging. Why?
“With so much competition, companies are always look-
What’s Old Is New
ing for unique ways to engage customers with their packag-
ing,” said Leslie Munsell, creator of Beauty For Real, a Miami
Beach, FL-based brand that incorporates lights into its prod-
ucts. “Our 15 lipglosses and Miracle Mascara have magni-
fying mirrors on the tube with applicators that feature an
LED light that illuminates when applying. We also offer nail
polishes featuring an LED light. This feature is an incredible
bonus that makes getting ready on the go a whole lot easier
and can also be used as a mini flashlight in your handbag, at
a dimly-lit restaurant or in your car.”
The allure of lights is also seen in fragrance packaging.
Jennifer Lopez’s first fragrance, Glow, turns 10 years this year. To
celebrate this milestone, Glowing by JLo will be exclusively avail-
able at Kohl’s later this month. To symbolize Jennifer’s“glowing
spirit,” the bottle features an innovative technology that gives it
the ability to actually light up and“glow” when you spray it. The
beauty and the lines of Baccarat crystal inspired the bottle. When
the atomizer is pressed, the bottle beautifully illuminates for 15
seconds, according to the company.
Vintage appeal from retro-inspired graphics are also taking
packaging by storm this season, as seen with recent rollouts
from The Body Shop, Bioré, MAC and Estée Lauder. MAC’s
Hey Sailor collection, out this month, is decked out in stylishly
sailor-striped packaging, a“fabulous flotilla” of small eyeshadows, lipsticks, lipglosses, powder blushes, pigments, eye pencils, lip pencils, nail lacquers and mascaras, to name a few of
the items in the range.
Meanwhile, Estée Lauder recently debuted the limited
edition Mad Men Collection, which hit counters in time for
the premiere of season five. The firm has a second collection in the wings that will launch in time for season six in
2013. The first collection features two classic makeup items
The Body Shop utilizes a Pop Art-inspired print on its lip balms.
(lipstick and rouge) inspired by the look of the women featured in the show’s New York City setting—bold, red lips and
creamy and rouged cheeks. The outer carton for the collection is a custom design inspired by the Estée Lauder packaging from the 1960s.
Also, 1950s/1960s style Pop Art prints adorn the repackaged
Born Lippy tinted lip balm sticks at The Body Shop with a punchy
picture of lips and exclamations and Bioré is rolling out limited
edition Deep Cleansing Pore Strips in a Pop Art-inspired tin. As
the company touts it, “No need to hide your strips in the medicine cabinet—the exclusive tin makes your skincare routine pop.
Plus, you can hang onto the limited-edition must-have as a chic
keepsake long after the strips are gone.”
A Focus on the Future
Innovation is key to the future of packaging, according to industry tastemakers.
“As today’s consumers are adapting to a more‘on the go’ type
of lifestyle, space and convenience is becoming increasingly im-
portant,” noted Scott of Prime Label & Screen,“Instead, consum-
ers are looking for packages with lower profiles that can easily fit
in small areas.”
Recyclability is also an issue, he added.
“After a product’s use, space remains an issue in landfills.
Hard plastic canisters and tubs occupy a lot of space. In the future, I see pressure on manufacturers to move away from bulky
canisters and tubs to more environmentally friendly flexible alternatives,” Scott said.
Stacy of Dr. Bronner’s agreed.
“My bet would be on earth friendly packaging with an emphasis on less is more and availability of larger sizes available for
refilling,” he told HAPPI.
Warford of ABA also concurred that the consumer demand for
green packaging is a priority for future developments.
“Almost every one of our key primary packaging manufacturers is devoting high levels of engineering and investment in this
area to address this growing trend,” he said. “There is definitely
going to be a strong emphasis on producing more eco-friendly
packaging options and more innovation.”•