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While both retailers and consumers a- gree that the busiest time of the year is the holiday season, for packaging suppliers to the color cosmetics market, the real hustle and bustle occurs during the spring and summer months. Instead of enjoying the slower, more relaxed pace many of us associate with warmer weather, these suppliers are busy gearing up for fall and winter product launches and attending key industry shows such as April’s Cosmoprof 2001 in Bologna, Italy, the HBA Global Exposition to be held in June in New York, NY and June’s EastPack 2001 in Philadelphia, PA and WestPack 2001 in Anaheim, CA. “Packaging companies are heading into the busiest time of the year,” explained Jeffrey Schneider, president of World Wide Packaging, a Livingston, NJ-based cosmetic packaging specialist. “April through July is our big season. This is when we manufacture for Christmas, and it’s also the time of year we gather new ideas at trade shows.”
Although cosmetic packaging suppliers may be too busy to pay much attention to the weather outside their office windows, they are keeping a sharp watch on the retailing climate within the mass and prestige markets. In the case of the former, the color cosmetic category continues to fare relatively well, according to recent figures from Information Resources, Inc., Chicago, IL. During the year ended Dec. 31, 2000 dollar sales rose 2.2% to $3.75 billion for facial, nail, lip and eye cosmetics in food, drug and mass merchandise outlets, while unit sales rose just .5% to 991 million units.
By segment, eye makeup dollar sales rose 3% to $913 million in the mass market, according to IRI. Meanwhile eye makeup unit sales rose just .8% from the prior year to 224 million units. Facial makeup dollar sales also experienced positive growth, rising 6.1% to hit $1.13 billion at the close of last year. Unit sales for the facial makeup category reflected a similar trend, rising 4.8% to 195 million units.
In the area of lip cosmetics, the picture in the mass market was less rosy, with dollar sales for the same period dropping slightly to $765 million, a decline of 1.9%. Unit sales increased 4.1% to 202 million units. In terms of dollar sales, makeup combos soared, jumping 16.5% to reach $69.9 million, although unit sales declined 10.9% to 9.4 million. For the same period, dollar sales of nail polish and treatments fell 4.1% to $416 million and unit sales declined 6.4% to 162 million units.
| World Wide Packaging mixes clear componentry, metallized finishing and chrome detailing to add a touch of class. |
Fair weather was also reported for color cosmetics in department stores, where beauty product sales (including fragrances, skin care and makeup) topped $6.8 billion in 2000, up 5% from 1999, according to a recent report from NPD BeautyTrends, Port Washington, NY. In the makeup sector, sales rose an impressive 6% to $2.1 billion, according to NPD. Despite this growth, new product launches dipped slightly to 6% of total category sales in 2000 versus 7% the prior year. Growth in new product sales last year was partially attributed by NPD to products offering light-reflective technology and corrective properties such as Estée Lauder’s Go Pout, Lancôme’s Photogenic Foun- dation and Prescriptives’ Magic line.
What Have You Done For Me Lately?
In the color cosmetics market, not only do packaging suppliers need to stay on top of recent market results, they must also work hard to keep sales moving in the right direction by constantly pushing the creativity envelope. “As market competition continues to build, the need to provide value and differentiation increases,” commented Luisa Bittan Kamelhar, vice president of Arrowpak, a Queens, NY-based supplier of cosmetic packaging solutions. “The consumer demands quality packaging from the lowest level of mass to the highest level of prestige,” she said.
And quality isn’t the only demand suppliers need to address. As the color cosmetics business becomes even more trend-sensitive, an unending appetite for the new has emerged. This means continual innovation in formulas, product styles and packaging. It also means that suppliers must seek to provide more interesting and versatile components at the right price.
“In the cosmetics industry there is an ever-constant cry of ‘What’s new? What can you do that’s innovative?,’” said Murray Nadel, president of Nadel Industries, a supplier of prestige jars, compacts and kits based in Stratford, CT. As Mr. Nadel pointed out, many companies have full time personnel—even whole departments—scouring the world to find unique packaging ideas. “This is a never-ending search,” he explained.
Suppliers are also expected to provide speed to market at the lowest possible development cost with top quality results. According to Jean-Luc Perrier, business development director for Risdon-AMS Europe, companies are facing shorter lead times for introducing products on the market. “It used to be 12 months. It is now systematically below six months in Europe,” he said. “Nearly 100% of original packaging designs are not feasible during the early consultation phase, so marketers—despite their very demanding objectives—need to slightly reduce their expectations according to the available technologies in order to make sure reliable industrial manufacturing processes can be used,” he explained.
Considering the quickly evolving nature of the color cosmetics market, it’s not surprising that suppliers are constantly on the move to respond as quickly as possible to new market requirements. At all levels of the supply chain, keeping up with the pace of change is critical. “This is an extremely vibrant market with a lot going on,” opined World Wide Packaging’s Mr. Schneider. “We are constantly building molds and developing new packaging. Just in the last 30 days we have introduced 100 new items.” As part of a move to respond to increased demand from the skin care market, World Wide Packaging is planning to build a new facility which, when completed in November, will expand the company’s output of molds for bottles, jars and pumps.
Another company in an expansion mode is Latex Foam Products, a supplier of cosmetic applicators based in Ansonia, CT. In addition to its U.S. base, the company supplies the global market from a new factory in Shanghai, China as well as from the European manufacturing facility of wholly-owned subsidiary Delviel in Bergerac, France. Elizabeth Forsyth, director of sales for Latex Foam, stressed the need for suppliers to respond quickly and creatively to an ever-evolving market. “Color cosmetic programs change daily. With the evolution of small entrepreneurial companies entering the industry, the need for innovation is demanding. Programs are introduced and brought to market today in a much more expedient manner, thus creating more pressure on suppliers to develop and manufacture with very short lead times,” she said.
At the same time that suppliers are answering the call for innovation, their efforts are often challenged in U.S. and international markets by rising costs and a growing number of competitors. “Price pressure from Asia is making it very tough for U.S. companies to stay strong, but innovation is still a U.S. strength,” commented Ralph DeVito, product development manager for Risdon-AMS (USA) Inc., a Thomaston, CT-based packaging supplier that serves the global market. “We create and they copy for less cost,” he said. Dennis Des-rochers, vice president of sales and marketing for Risdon-AMS, agreed, “The strong dollar has impacted our business. But we believe this is temporary. The uncertain political climates and the long lead times associated with developing and sourcing products from halfway around the world are a major headache for some of our customers. But it’s a new global economy and we’re prepared to compete.”
Pricing pressures are also a concern at New York, NY-based packaging specialist Cosmetech Mably International (CMI), according to Fred Seiden, president of the company’s international division. “As large marketers find their sales and earnings are flattening out and see that 1990s investments in niche companies do not always generate the success of a MAC, they are finding their profits on the supply side, as opposed to the sales side. Demands for quality, innovation and shorter lead times continue to escalate, as is natural, while demand for lower costs and dollar volume rebates rises,” he said.
Companies are feeling the squeeze not only due to an increased number of global suppliers, but a growing number of manufacturers are coming on the scene, which is both a blessing and a curse for suppliers. With many new cosmetic companies throwing their hats into the ring, suppliers’ resources are being spread thinner. While many suppliers welcome the emergence of such upstart, quick growing cosmetic companies, these “new kids on the block” often lack familiarity with packaging, containment and compatibility issues and therefore require a considerable amount of counseling and technical assistance.
“The need to provide additional resources for the growing upstart segment is changing the way we sell and market our products,” commented Michael Warford, sales manager for jar packaging specialist Colt’s Plastics Co., Inc., Dayville, CT. “As an industry, we are finding that our sales staffing must be more technically able than those who have traditionally sold packaging to cosmetic and personal care companies. The sales person has now become a partner in the package development process. And some of the tasks that were at one time solely the responsibility of the purchaser are now becoming more of a purchaser/seller team process.” Mr. Warford predicted that this evolution will continue and companies providing the required level of technical service will become favored suppliers.
Ideas + Incentive = Innovation
Despite such pressures, suppliers are rolling out an impressive lineup of new packaging and component designs in response to an ongoing demand for non traditional formats. Recent component trends range from an increased use of palettes and brushes to stackable eye shadow, lip gloss and blusher pots. State-of-the-art innovations—such as double-ended cases and lipsticks with multiple pomades—are designed to meet multiple customer needs through a single cosmetic package.
According to an executive at 3C, a Hawthorne, NJ-based supplier of plastic containers and components, there is an increased demand for products that “stack up.”
“We’re seeing demand for stackable containers in the form of small and large pots, which are often sold in two- and three-packs,” explained Lou Della Pesca, president. “This is a trend that targets younger buyers. Last year we sold 24 stacks of lip gloss in various shades and flavors. Now we're seeing four to five stacks with eye shadow and blush being sold in the same stack.”
Colt’s Plastics is also employing new product efforts to support growing demand for jars and pots. This year the company launched an upscale line of PETG Coltview jars featuring a thick wall design for lip gloss, balms, color cosmetics and glitters. Available with a window or solid cap, the new line offers point-of-purchase appeal through its ability to showcase the cosmetic color contained within.
Colt’s Plastics also introduced a line of heavy-walled PETG plastic jars in June, which are available in 7-, 15-, 30-, 50- and 100ml sizes. The new product line has been incorporated into the company’s Colt-Ainer line of jar packaging systems. “The low profile design of the jars is appealing to our customers as it aids in evacuating the cosmetic and provides a larger, more desirable footprint for the given capacity of the jar,” explained the company's Mr. Warford. Additionally, he predicted that the availability of PETG resins will propel growth in plastic jar packaging due to the appeal of its clarity and weight. He added that the improved compatibility of the resin offers packaging options in plastics that were not previously available.
| Foil-backed sponges from Latex Foam are offered in a range of shapes and colors. Stock and custom holographic imaging can be used to add a 3D effect. |
Jars are also playing a key role at Nadel Industries, where the company is busy filling orders for plastic jars that look like glass. The jars are UV spray top-coated and feature foil and label design elements. Unlike glass, the jars can be color-matched. “Although consumers may not recognize the change, this is an innovation because it offers the advantage of an unbreakable product,” said the company’s Mr. Nadel. He went on to say that although the company is involved in a variety of other related markets, jars remain its largest area of interest. “The jar business is at the tip of the iceberg. It has grown extensively because there’s so much flexibility and design potential,” said Mr. Nadel.
Another area of recent interest at Nadel Industries is a push clasp that allows compacts to open more easily. Mr. Nadel described the new clasp as an evolving trend and predicted 100% use of the clasps in the future. “Currently this is offered in prestige cases, but eventually all compacts will employ this easy-open feature,” Mr. Nadel predicted. He added that although the clasp represents an additional cost that, for now, low end manufacturers are not willing to pay, it eliminates quality problems in the long run.
Another supplier concentrating on cosmetic compacts is CMI, which has unveiled a new, patented design concept that enables the elevation of a brush or sponge as the compact opens. CMI has also continued its development of air tight technology, introducing a push up air tight lipstick sampler, as well as a foundation stick with a normal propel/repel mechanism. Additional- ly, the company specializes in combining plastic with aluminum in cost-effective alternatives.
At World Wide Packaging, several recent innovations featuring clear components are attracting attention. Leading the pack is a powder brush with a pump on one end to dispense loose cosmetic powder. The company has also developed a flying saucer-shaped, clear plastic lip gloss pot with a cap tall enough to be filled, allowing for two products in one. As the company’s Mr. Schneider pointed out, Revlon’s Street Wear line uses this type of packaging to target the teen market. Also new from World Wide are double-ended packages in both square and round versions, which can house two separate cosmetic products such as mascara, lipstick or eyeliner. “The all-in-one concept is a unique development that we’re seeing a lot of this year,” said Mr. Schneider.
Clear plastic is also the name of the game at Risdon-AMS. Recent introductions from the company include a lipstick package designed for Revlon’s Absolutely Fabulous lipstick line. The sleek, deep cherry red packaging simulates a lipstick pomade and features an overmolded color chip in the base indicating which of the 30 shades is inside. The color button is manufactured using Risdon-AMS’ bi-injection molding technology and is press fitted to the bottom of the base. The company has also supplied similar packaging to another leading, unnamed lipstick manufacturer. “What makes this design unique is that we can switch from color to color quickly as we fill orders for all of the different shades,” explained the company’s Mr. Desrochers.
New sponge designs are in the spotlight at Latex Foam Products, which recently launched an embossable sponge on which company logos can be printed. The sponges are also offered in a range of stock animal and custom prints. The company also offers a holographic sponge for compacts, which can be custom designed to match new or existing lines. Another new sponge development is the company’s Triple Matrix Compound Sponge featuring an ultra fine cell structure, which integrates a new polymer to offer superior performance and a luxurious feel. In the applicator area, this spring Latex Foam introduced a tip eye applicator designed to offer delicate application and high performance.
Who’s on the Cutting Edge?
When it comes to determining which companies are taking the lead as innovators in packaging, the larger cosmetic manufacturers are generally described by suppliers as more traditional. Many suppliers interviewed by Cosmetic Packaging & Design said that although the big players may use innovative packaging ideas as promotional tools, they tend to stick with tried and true packaging concepts when it comes to selling their products. “While companies like The Body Shop are innovative, the majors
| Risdon-AMS created ultra-sleek cases for a new line of lipstick and mascara by Victoria’s Secret. The packaging is made from anodized aluminum in either a matte silver or black finish. |
stick to square and round packaging formats. When these companies do step out, they do it through a kit or a giveaway program,” explained World Wide Packaging’s Mr. Schneider.
Although some suppliers pointed to boutique-type companies such as Lorac as innovators, they were quick to point out how small, upstart companies can become mainstream in a relatively short period of time. Companies that were relatively unknown five years ago—such as Bobbie Brown (owned by Estée Lauder), Urban Decay and Hard Candy (both owned by LVMH)—are just a few examples.
The other side of this story is that bigger companies have bigger R&D budgets and can therefore afford to be more innovative. “It goes without saying that the larger companies have the technical and monetary resources to create innovative designs that are not available to the smaller independents,” said Mr. Warford of Colt’s Plastics. “We find, however, that both groups appreciate existing packaging options and, by way of decoration, color or finish, can give a unique line identity to an existing component. Where time and expenditure for development are the enemy, existing packaging is the desired venue.”
The Finishing Touch
One way suppliers are making the most of existing packaging is by taking advantage of recent trends using new finishing technology to dress up cosmetic products. External spraying is adding another dimension to cosmetic cases that were once limited to finding distinction through color and geometry. 3C’s Mr. Della Pesca pointed to the popularity of metal-looking spray coatings that allow plastic to take on a metallized appearance. “We are seeing a lot of soft touch plastic and standard plastic materials with special finishes to make them smooth. Plastic can be sprayed, galvanized and metallized,” he said.
| Risdon-AMS created the pomade-shaped packaging for Revlon's Absolutely Fabulous lipstick line in deep cherry red. |
According to Ms. Forsyth of Latex Foam Products, “Although black has been traditional in the color cosmetic industry, metallic finishes have become popular, along with some recent new launches in pastel colors. The launch of the brand Tarte in lavender—although a unique color to the industry—is a welcomed one,” she said. Ms. Forsyth also cited increased demand for soft touch packaging due to its luxurious feel.
While metal may be the look of the day, the use of actual metal is prohibitive for many companies due to the fact that it can be costly, difficult to attain due to capacity limitations and results in longer lead-times, insisted some suppliers.
World Wide Packaging’s Mr. Schneider pointed out that packaging material choices depend on the product line and price. Although metal and plastic are both used, plastic is popular in the mass market because it is price-sensitive. Many manufacturers—including Hard Candy, Benefit and Urban Decay—continue to stay with metal, however. “Middle-of-the-road manufacturers are using plastic now and finishing it with rubberizing, satin silver, soft touch and spray matte. We are seeing plastic cases dressed up through the use of extras that make it feel like a metal case,” said Mr. Schneider. As an example, he pointed to Smash Box’s use of a plastic case finished with soft touch to make it look and feel expensive.
Mr. Seiden of CMI agreed. “The overall thrust seems to be: ‘How do you make plastic look like something other than plastic?’” According to Mr. Seiden, the answer lies in transparent plastic packaging in soft pastel hues, with and without glitter; colored vacuum metallizing; tampo-style printing of four colored images, formerly done with labelling techniques, and new finishes in jewel tones, iridescence and pearls. In addition, CMI is combining plastic with metal that has been treated with colored anodizing. “The metal adds weight and perceived value,” he explained. In another direction, the company also continues to experiment with foam and/or cardboard packaging to achieve minimalist effects.
Arrowpak’s Ms. Kamelhar also emphasized the aesthetic impact of finishes on packaging. “Decoration options can make a critical difference in the use of stock componentry. Advances in finish technology create more resilient and more interesting finishes. Iridescence and simulated holographic effects are evident in both primary and secondary packaging,” she said.
Commenting on the use of finishes in the prestige market was Nadel Industries’ Mr. Nadel. “The trend is upgrading cosmetic packaging in the prestige area using UV-coatings for harder surfaces. New external techniques are popular, such as making packaging look like glass, hot stamping and pearlescence,” he said.
Offering a European perspective on recent advancements in finishing technology was Mr. Perrier of Risdon-AMS Europe. “Interferential light effects are now available on injected plastics. Through the use of metal particles, they can change color with the light and offer special effects,” he said. Mr. Perrier also noted the use of high density plastic materials that are injected directly into a heavy cap or base to reduce weight and simplify assembly operations. In terms of materials, Mr. Perrier predicted that plastic will remain the leader for the next three to five years. “However, the trend will be to try to look like metal, aluminum, polished aluminum or matte aluminum. Metal plating on plastics should have a great future too. On the other hand, classics like Renutriv by Estée Lauder or Clinique’s silver plated lipstick will never be replaced,” he said.
Color Me Beautiful
| All-in-one is the theme at World Wide Packaging. The company offers double-ended applicators, powder brushes with pumps,"Flying Saucer" dome shaped, clear plastic pots and plastic cases finished with soft touch to create a high-end look. |
On the topic of packaging color schemes, most suppliers agree that, although black will always symbolize elegance, the palette continues to expand, especially in younger markets. Translucence continues as a major trend in all forms of beauty components and the resurgence of 1960s fashion is visible in pale pastels and hot tones, all with a new millennium twist.
“Five or six years ago we were seeing shiny, molded black or custom color packaging,” said Mr. Schneider of World Wide Packaging. “These packages weren’t being finished. The look was gold and shiny, then it was silver and shiny and now matte black, silver and frosted colors are in.” Mr. Schneider added that black and silver packages are still being used but in matte versions.
“Color is still linked to the perceived value of the product,” offered Mr. Perrier of Risdon-AMS Europe. “In Europe black (used by Chanel and Lancôme) means luxury,” he said. Mr. Perrier predicted that colorful finishes will remain in the mass market while black will continue to be a trademark of high end products. “However,” he added, “the high end mass market is still pushing strongly, especially in Europe with new, successful selective distribution modes like Sephora. In this area, colors are more present and will expand the market in favor of everything that is not black,” he said.
CMI’s Fred Seiden concurred. “Even ‘millennium silver’ is fading out,” he said. “Colors, prints and patterns are ‘in’ for clothing, paints, upholstering and in cosmetics packaging. Experimenting with color is no longer risky, it is stylish. And with the current economy, color becomes even more important as a subconscious relief from the depressing psychological effects of a down economy. Pastels, translucent hues and even printed patterns are in vogue,” he said.
Goodbye Sedate, Hello Zany
| Calvin Klein Cosmetics achieves a sophisticated, minimalist image through the use of anodized aluminum packaging with metallized inner bottles created by Risdon-AMS. |
One key trend driving the increased use of specialty finishes and new splashes of color in cosmetic packaging is a continued move toward more entertaining packaging schemes. The acquisition of smaller, highly innovative companies by cosmetic giants such as Estée Lauder has helped bring this trend to the forefront. The vast marketing strength of such companies has raised interest in trendier, “fun” cosmetics at a lower price point.
“This trend can be seen in product lines such as Tony & Tina,” commented Arrowpak’s Ms. Kamelhar. “Our innovative nail polish container, The Infradito, fits in with the playful yet sophisticated personality of this line. A variation of stock component shape and skillful use of product color gives the overall line spark,” she said.
3C’s Mr. Della Pesca attributed this market development to manufacturers’ targeting of younger consumers. “The trend toward novelty items continues, aimed at teens and a younger group of consumers. This is a result of the fact that the market has grown. More teens and younger consumers are using cosmetic-type products,” he said. This means that while the average 12-year-old girl may not be spending her allowance on lipstick and eye shadow, she may well purchase novelty cosmetic products such as glitter, flavored lip gloss or colored body gel.
“The teen market was very, very hot last year and it’s still big,” said Mr. Schneider of World Wide Packaging. “Never before have we seen so much mascara and lip gloss being sold. Old Navy and The Gap are selling cosmetics to younger consumers and even established brands such as Revlon and Lauder are competing through brands like Hard Candy and Urban Decay.” Mr. Schneider pointed to MAC’s recent packaging change as further evidence of this trend.
Ms. Kamelhar of Arrowpak described the teen color category as one that continues to build momentum. “Teen lines are impulse-driven. New and different, fun and funky drive the business,” she said. According to Ms. Kamelhar, the market has room to serve the conservative customer and the customer looking for an edge. “In the teen market, anything glitter goes,” she added. “Lip gloss, face gloss, body gloss, hair additives—all that sparkles is gold.”
At Colt’s Plastics, glitter-colored plastic materials, bright colors and unique shapes have been popular offerings for the growing teen cosmetics market. “We have participated in this trend and introduced the Colt-View Designer Cap program to support it,” commented the company’s Mr. Warford. “Where cap see-through windows were traditionally round, we tooled and provided cap windows in unique shapes like stars, octagons and rectangles to give jar packages a more exciting twist.”
Mini Matters
| Avon’s One Great Mascara has a square-shaped brush and a cap that’s capped with a gold medallion end piece. |
In line with the growing trend toward funkier packaging and stackable clear components is a heightened demand for portable cosmetics from consumers who are on the go. As Arrowpak’s Ms. Kamelhar put it, “Modern women have full lives and packed handbags. They appreciate any product providing them more convenience. Size continues to be a consideration.” She added that an example of this trend is Prada’s line of completely portable cosmetic products.
At World Wide Packaging, company executives reported increased demand for mini lip gloss, mascara, eye shadow, lipstick and blush. Once sold as part of a kit, these products are now being sold individually. “The trend over the past few years has been toward promotional packaging of multi- item products,” commented the company’s Mr. Schneider. For this type of product, World Wide Packaging manufactures a clear SAN box with a cover and base that contains vacuum-formed trays. “The inserts offer the flexibility of changing 12 mini lipsticks to six lipsticks and a mascara,” explained Mr. Schneider.
At CMI, a similar trend is evident. “We are being asked for multi-use color products and interchangeability through replaceable pans,” said the company’s Mr. Seiden. He added that customers are looking for smaller containers that are still user-friendly. “This requires technical solutions using smaller wall thicknesses, more efficient closures and particularly in the case of replaceable components, better environmental barriers, including air tightness,” he said.
For other suppliers, however, smaller is definitely not better. “As consumers pay more and more for cosmetics, they need to feel like they’re getting what they pay for,” explained Mr. DeVito of Risdon-AMS. “Many products have weights added internally so that the components have the right feel to them. Also, ergonomically, there is a practical limit to how small the package can be,” he said.
Mr. Della Pesca of 3C was also skeptical about this trend and characterized portable products as a subsegment of, rather than a replacement for, full-sized products. “This is a mixed bag. People are buying shorter use, smaller-sized cosmetics but that’s a particular market with specific marketing,” he explained.
Consumers Pucker Up
Despite the recent lull in mass market lipcolor sales, most suppliers nominated lips as the color cosmetic segment with the most growth potential. According to NPD BeautyTrends, lip products have fared well in the prestige market, gaining 7% in dollar volume over last year and accounting for 22% of the prestige makeup category. NPD attributes growth in the lip category to high performance lip products including Lancôme’s Sheer Magnetic lipstick and Clinique’s Glosswear for Lips. This new generation of lip products provides consumers with multi-functional benefits by incorporating shine with color and encompassing long wear with lightweight comfort, according to industry experts.
Boasting 41% dollar growth last year, the hot item in the lip category continues to be lip gloss, which has achieved a two-fold sales increase since 1998 and doubled its share in the lip segment from 6% three years ago to 12% in 2000, according to NPD’s data.
Just what is driving the lip category at all levels of distribution to continue to grow with varied formulations? As Latex Foam Products’ Ms. Forsyth explained, “The women who wear cosmetics are generally brand loyal to a particular foundation or powder, but will be more apt to purchase a lipstick because they like the color, the package or the formula.”
Risdon-AMS’ Mr. DeVito named lipstick as a growth category due to the vast array of colors to choose from. “There are only so many skin and hair color shades that one would use, whereas lipcolor is also a fashion statement and accessory to match what one is wearing that day. Also, lipstick is usually applied at different times during the day, which implies carrying it with you, which in turn pushes the package size and shape envelope,” he explained.
One supplier went so far as to call lipstick “a functional necessity and an emotional accessory.” Combined with advances in airtight packages in both slim and regular sized packaging, mini cases and even in samplers, lip products remain a leading growth category according to many market watchers.
It Takes All Kinds
Wrapping things up, CMI’s Mr. Seiden offered his perspective on the multi-faceted nature of the color cosmetics business. He explained that while some consumers expect a compact to be a weighty work of art, others appreciate simplicity.
“Still others are in the Generation Y mode of contradictions between glitter and glitz, retro and dot.com,” he said. “So there shall be several trends at once in our multi-segmented industry. There has always been a market for straight, square, sharp and modular. There has always been one for soft, sensual and rounded. There has been a ‘big is better’ trend and a ‘small is spectacular’ trend. It’s part of what makes our beauty business so special.”
So while some packaging suppliers are sticking with tradition, many others are redefining old paradigms. While some are using new shapes and components to make a splash, others are using color variations, design elements and finishes to attract attention. Regardless of the approach, one thing is certain—suppliers in the color cosmetics market are well prepared to meet the future challenges sure to come their way.
