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They’re popping up everywhere: aluminum and tinplate are increasingly becoming the packaging materials of choice for cosmetic and personal care products. Banana Republic houses its Classic EDT fragrance in Risdon-AMS’ MiniMist satin-silver colored spray; Yves Rocher’s Pro Retinol 100% Vegetal is squeezed from a green lacquer/metallic mix tube; Lancôme’s Ô oui is pumped from Cebal’s threaded can. No longer the domain of foodstuffs and hair sprays, aluminum and tinplate are experiencing a renaissance, with products appearing on the vanity table rather than in the traditional medicine chest or pantry.
Once common in primarily practical applications—toothpastes, stored foods, deodorants and household cleaning products—the history of aluminum and tinplate dates back several centuries. Initially, however, procurement and expense held back mass use of either aluminum or tinplate. As long ago as the 13th century, tinplate was appearing on iron cans, though the process was not widely known until the 1600s. By the early 19th century, when sterilization by boiling was implemented, food as well as other products were more commonly distributed in both aluminum and tin plated containers.
Aluminum particles, first extracted from bauxite ore in 1825, cost as much as $545 a pound at the time of their discovery; by the early 1940s, when superior processes had been invented, the price dropped to a low of $.14 a pound. Aluminum became widely used at that time for practical purposes due to its durability, availability and its light- and bacteria-barrier properties.
The no-nonsense look of aluminum and tinplate, though one of the factors that previously held them back from being widely used for cosmetic containers according to industry experts, has experienced a turn-around in recent years with the introduction of cleaner, crisper, more futuristic product lines and, paradoxically, the natural product movement. Whereas a touch of metal has always added class to a product closure or container decoration and metal packaging systems are well-known for their durability, the sleek look of all- or primarily-aluminum containers has reached unprecedented popularity in recent years. In addition, the more environmentally-conscious attitude of today’s consumers and manufacturers has brought about an eager run toward recyclable aluminum and tin.
Metal Revolution
According to Steven Nussbaum, director of marketing for O. Berk Company, Union, NJ, there are a number of reasons for choosing aluminum and tin—not the least of which is aesthetics. “Manufacturers are always seeking a different look,” he observed. “The look of metal stands out on the shelf. If you want the luxury look, aluminum is probably one of the more exciting ways to go.”
Jenifer Brady of Brad-Pak Enterprises, Garwood, NJ, agreed. “Manufacturers choose aluminum so their package is different in the marketplace. A majority of the products in the marketplace are in plastic or glass bottles. Our customers are using aluminum packaging to catch the consumer’s eye on-shelf.”
The surface is easy to decorate as well. “Because our product is seamless, you can decorate around the entire canister,” Mr. Nussbaum of O. Berk Comfpany said. “Aluminum is an alternative to glass with high-end appeal.”
Of course, aluminum’s main drawback—especially when stacked against PET and other plastics—is its comparatively high cost. But metal packaging professionals insist that when compared to glass, still the favorite for many high-end marketers, aluminum remains more economical.
As Ron Shaw, vice president of sales and marketing, Exal Corporation, Youngstown, OH, explained, “Quite a few companies—packaging and otherwise—have taken a hit in recent years due to the economy. But what we saw last year was an actual growth in aluminum container sales. There are less expensive avenues than aluminum, but aluminum offers benefits that plastic can’t provide, and at the same time is more within the reach of some manufacturers than glass.”
Mr. Shaw cited creative options as one of aluminum’s biggest selling points. “We’re able to develop different shapes with this material,” he said. “There are some limitations, but you can get a little more creative with aluminum and design a product with unique style.”
As a result, the company is able to consider new ideas, he said. “At Exal we’re somewhat flexible; we will consider an idea that’s offered by the manufacturer and see if it can work in a practical application.”
Exal, whose roster of clients includes such industry giants as Unilever, Procter & Gamble, Dow and L’Oréal, has produced aluminum containers for product lines including Thermasilk, Rave, Pantene, Vidal Sassoon and Physique. The company maintains facilities in the U.S. and in Argentina, to cater to the South American market.
“Aluminum is a hot commodity,” opined Mr. Shaw. “It’s an excellent barrier in a variety of ways. Light can’t penetrate it, and active ingredients don’t migrate through.”
The company is able to produce the cans and finish the look via an offset litho process in as many as seven colors at a time. Exal plans on adding a nine-color capability machine in the near future, company executives said.
Noted Mr. Shaw, “The aluminum process is a complete one, from processing an aluminum slug to wrapping to getting the finished run on pallets and having them ready to go out the door.” Smaller customers can buy plain cans and label them to fit their own needs, eliminating large minimum runs of just one label, according to Mr. Shaw.
He added that tin plating is a very different process from aluminum working; between the two, Exal chose aluminum. “With tin, several facilities may be required to accomplish the processing, including producing the bottoms and tops, lining and printing. That can make things more difficult for the customer,” he pointed out. “By focusing on aluminum, we are able to meet all of our customers’ needs in one place and simplify the process for them.”
Drawbacks to metals include the fact that they can dent fairly easily, as well as the inability to squeeze the container to remove the contents. However, these issues are not insurmountable, according to Mr. Nussbaum of O. Berk Company. Proper packaging ensures delivery of undamaged product to the store shelf, while most standard pump systems easily deliver the majority of the prouct from the container to the consumer’s hands.
According to the majority of packaging companies contacted by Cosmetic Packaging & Design, the benefits of both aluminum and tin far outweigh the logistical drawbacks and, economical and practical factors considered, are becoming an option for a ever-growing segment of cosmetic manufacturers.
Versatility is the Key
Industry experts agree that aluminum and tin’s appeal is universal, crossing a number of demographics and accommodating both manufacturers’ requirements and consumers’ needs.
At the top of many consumers’ lists is the recyclability of both materials. From the manufacturer’s perspective, the materials are also lightweight, shatterproof and, in most cases, impervious to light transmission, a quality which helps keep light-induced degradation of the product at bay. Alcohol degradation of the container is also less likely, making aluminum a practical alternative to plastics for fragrances and other high alcohol-content products.
Manufacturers are able to accommodate a host of applications with aluminum and tin. “We are selling our aluminum bottles to a variety of customers,” said Ms. Brady of Brad-Pak. “Our clients include health and personal care companies, as well as small boutiques and bath and body companies.”
Metals are easy to dress up with either labels or screen decoration, but they also look appealing on their own, according to Mr. Nussbaum. “Our aluminum is brushed,” he revealed. “The interesting thing about brushed aluminum is that you can get a great look with small changes; for example, by changing the closure. Using a black, white or all-aluminum sprayer will give you three very different looks depending upon what you want to communicate to the consumer.”
The O. Berk Company accommodates tin requirements as a separate division from O. Berk International, also located in Union, NJ. Tin options include the company’s complete line of candle containers, which offers both deep and flat styles in seven sizes ranging from 15-240ml. A 480ml can is also offered in the deep style. The tins are most often used for seasonal products but are also popular with new fragrance promotions and in the aromatherapy category for oils and candles, according to Mr. Nussbaum.
Dennis Desrochers, vice president of sales and marketing, Risdon-AMS, said that his facility had also seen a surge in the metals market in recent years. “Customers such as Revlon, Calvin Klein, Liz Claiborne and Bijan use metal,” he said. “Many of our customerswant their products to capture a high-end, high-quality experience, and metal can help accomplish this.”
Past Perfect
While aluminum’s appeal seems to be a focus on the future, tin has a nostalgic flavor that is well-timed with our fascination with the past. The poignancy of a gift offered in a keepsake tin blends seamlessly with the popular natural/ retro movement. This evolution has allowed tin to find a niche in today’s cosmetic and personal care market, with an emphasis on aromatherapy.
“What we’re finding today is that a lot of people are looking for a nostalgic look,” commented Bill Reisfeld, marketing product manager for U.S. Can, Baltimore, MD. “One of the great things about metal packaging is that when something is purchased or received in a tin box, the person can hold on to it rather than throw it away; it’s more long-lasting.”
He added that this durability has its benefits from the marketer’s viewpoint as well. “The consumer will keep little items in the tin and will keep going back to it,” he observed. “So it’s a sort of ‘billboard effect’ for the advertiser. The consumer will see the advertiser’s name again and again.”
Of course, metals have their place in the present as well: “Metals give that added distinction and elegance that fine retailers of perfumes and cosmetics are looking for,” commented Mr. Reisfeld. “There’s something about metal that says ‘this is first class.’” But he confirmed that natural products have prompted the use of more metals than in the recent past. “We are seeing a lot of metal usage for aromatherapy products, where the manufacturer is looking for a back-to-earth type of feel,” he said.
Tins themselves are not exclusively tin—many are made of aluminum. Again, the focus for each is on simpler, more natural products. For example, Burt’s Bees, the popular “earth friendly personal care products” company which utilizes beeswax and other naturally-occurring ingredients in its product lineup, houses its lip balms, hand salve and other products in tins. Dr. Hunter’s rosewater and glycerine hand creme and foot creme come in metal tubes; the company’s natural therapy lip balm is offered in a tin. Abundant Earth offers aromatherapy tins containing essential oils, while Sensia’s scented candle travel tins provide instant aromatherapy anywhere one goes, according to company executives.
Putting It All Together
To accommodate both natural product and modern-focused manufacturers, many metal-container companies are changing old lines or creating new ones. For example, O. Berk International, Inc. recently introduced a new line of 10 lightweight, seamless aluminum screw cap cans to accommodate both granular and solid-type products. The cans range in size from 78-644cc and can be utilized for the cosmetic and personal care, chemical, pharmaceutical, dry food and electronics industries. Silk-screening and labelling options are available to complement the manufacturer’s product line.
Risdon-AMS, a division of Crown Cork & Seal, Watertown, CT, was called upon to top Uomo’s men’s fragrance with aluminum caps containing a polythylene inner cap. The caps are anondized in matte copper and come in a 100ml size for both spray and pour versions. Risdon-AMS was also Banana Republic’s choice for its Classic EDT scent; the MiniMist sampler spray comes with a cap and vial in a satin silver color and has the product’s name silk screen printed on the vial. Risdon- AMS’ MiniMist sampler can be obtained in a full range of jewel-like metal colors as well as silver and gold, according to the company.
“Metal can be anondized; that is, its surface can be rendered in a shiny finish or in a matte finish,” said Mr. Desrochers of Risdon-AMS. “And anondizing can render a metal component in any one of a wide variety of colors.”
Industry experts agree that the versatility of metals, and their appeal to virtually all customer categories, has put them in the spotlight in the present and may well keep them there in the future. Despite a slower start than plastics or cardboard, aluminum and tin plate are now considered right on-trend in the mass market. Practical considerations aside, perhaps the most significant factor in the resurgence of metals in the customer mindset is something as simple as timing: advances in processing coupled with a desire for recyclable materials and simple lines.
As Mr. Desrochers commented, “Metal has a rich, high-quality feel to it; it presents a true, ‘real’ experience as opposed to plastic. A ‘real’ metal cap or pump isn’t pretending to be metal; it is.” And that may be the best reason why it is metal’s time to shine.
