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 CONTENTS MAY 2019 | VOLUME 187, NUMBER 5

18 FEATURES
8 Product Roundup: Ingredient & Packaging
Innovations
New launches for beauty brands.

10 “Great Brands Are About the ‘Why’”

CEW honors female brand founders who have disrupted
the industry.

12 Glossier: “An Entirely New Kind of Beauty

Company”
What “Phase 2” looks like for the cult beauty brand.

18 4 Top Skin Care Drivers

Part 3 of a 3-part series: the categories, technologies and
programs driving the market.

32 BY DENISE HERICH

18 [podcast] Welcome to the CBD Greenrush

A closer look at consumer trends,
product innovation, regulatory chal-
lenges and market opportunities in
this fast-changing “greenrush.”
Visit gcimagazine.com/DE for your
Digital Edition.

24 Ungendered Beauty
To respect consumers, designers must find new ways to

24 express scent, color design and motion.

BY JOHN JIMÉNEZ AND MAURICIO GUZMÁN ALONSO

28 Gender-fluid Brand Design

From color to messaging, brands can free themselves from the
burden of gender and open up their markets in new, exciting ways.
BY MATT BURKE

32 Designing Distinctiveness
How beauty brands can stand out in a sea of sameness.
BY NICK VAUS

32 [podcast] Defining ‘Clean Beauty’

To gain perspective on how
consumers define clean beauty,
and why, we asked Richard Pietz,
director of product development and
technical sales for Kora Organics.

36 Visit gcimagazine.com/DE for your Digital Edition.

2  Contents   Global Cosmetic Industry | May 2019

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GCI_full page ad.indd 1 4/11/19 9:47 AM
 CONTENTS
36 3 Ways to Capture the Casual Beauty EDITORIAL
Consumer Editor in Chief Jeb Gleason-Allured | 1-630-344-6069/jallured@allured.com
Assistant Editor Audrey Latimer | 1-630-344-6067/alatimer@allured.com
Infrequent beauty shoppers represent a massive market News Editor Eden Stuart | 1-630-344-6053/estuart@allured.com
opportunity.
BY SARA JONES ADVERTISING SALES
Business Development Manager Kim Jednachowski | 1-630-344-6054/kjednachowski@allured.com
42 High-touch Packaging Business Development Manager Paige Crist | 1-630-344-6060/pcrist@allured.com
Fragrance
What makes consumers want to reach out and grab Advertising Coordinator Kasia Smialkowski | 1-630-344-6025/ksmialkowski@allured.com
your brand?
BY LISA DOYLE AUDIENCE DEVELOPMENT
Marketing Specialist Bianca Esposito

46 Reimagining Packaging Design for Beauty Customer Service 1-847-559-7557/customerservice@gcimagazine.com

How new technologies, sustainability, speed-to-market, DESIGN

unique designs and customization are reshaping the look Design Manager Kim Fry
and feel of beauty brands. Senior Graphic Designer Hon Bannapradist
Production Manager Bryan Crowe

S1 Special Supplement— CORPORATE

Simply Sustainable. Partner & CEO George Fox
Partner & President Janet Ludwig
Visit gcimagazine.com/DE for your CFO Rich Winters
Digital Edition. Director of Events Maria Prior
Digital Products Director Rose Southard
Executive Assistant Maria Romero

DEPARTMENTS
6 Spark: The Marie Kondo-ing of Beauty
BY JEB GLEASON-ALLURED
10 Markets & Trends
10 [podcast] CEW Honors the Women
Disrupting Beauty
Amy Errett, founder and CEO of
Madison Reed, discusses the
company’s innovative rise and
the skills required of a successful founder.
Visit gcimagazine.com/DE for your Digital Edition.
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For Subscriptions: Subscribe online: www.gcimagazine.com/subscribe
For both the US and internationally, telephone: 1-847-559-7557
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54 Skin/Sun/Anti-aging Address: Global Cosmetic Industry, PO Box 3009, Northbrook, IL 60065-3009

Print subscriptions: Available free to qualified individuals located in the United States.
All other countries may subscribe to the digital edition.

58 Hair Periodicals Postage paid at Carol Stream, Illinois, and additional mailing offices.

Change of address: In ordering a change of address, give both the old and new addresses. Allow two months for change

59 Makeup
to become effective. The publisher will attempt to handle unsolicited articles with care, but the magazine assumes no
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Address inquiries regarding editorial policy and writer guidelines to the editor. The acceptance of advertising does not

60 Bath/Body/Grooming/Fragrance
necessarily carry the endorsement of the publisher.

Global Cosmetic Industry (ISSN 1523-9470) is published eleven times per year as Jan., Feb., March, April, May, June,
July/Aug., Sept., Oct., Nov. and Dec. issues by Allured Business Media.
Address: Global Cosmetic Industry, 336 Gundersen Drive, Suite A, Carol Stream IL 60188-2403.
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RESOURCES All correspondence regarding business, editorial, advertising and production should be sent to Global Cosmetic Industry,
336 Gundersen Drive, Suite A, Carol Stream, IL 60188-2403. Periodicals postage paid at Carol Stream, IL 60188-2403
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62 Products & Services Showcase POSTMASTER: Please send address changes to Global Cosmetic Industry, PO Box 3009, Northbrook, IL 60065-3009.

Allured Business Media makes all attempts to publish accurate information; however, this publication may contain

64 Advertiser Index technical inaccuracies or typographical errors. The reader assumes all risks concerning the suitability and accuracy of
the information within this publication. Allured Business Media assumes no responsibility for and disclaims all liability
for any such inaccuracies, errors or omissions in this publication and in other documentation referred to within or
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facebook.com/gcimagazine Global Cosmetic Industry Copyright 2019: Reproduction in whole or in part without permission is strictly prohibited.

Global Cosmetic Industry and GCI are registered trademarks of Allured Publishing Corporation.
@globalcosmeticindustry @GCI_Magazine

4  Contents   Global Cosmetic Industry | May 2019

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GCI_full page ad.indd 1 12/18/18 4:07 PM
 SPARK | BY JEB GLEASON-ALLURED

The Marie Kondo-ing of Beauty

JEB GLEASON-ALLURED
Editor in Chief
jallured@allured.com
@GCI_Magazine

GLOBAL COSMETIC INDUSTRY MAGAZINE

I
EDITORIAL ADVISORY BOARD n 2019, less is more.
Nearly 10% of Americans rent a self-storage space, translating to 1.7 billion square
ALISA MARIE BEYER feet of storage, or 5.4 square feet per persona. Meanwhile, U.S. municipalities are
Lemontree Partners scrambling to respond to China’s recent refusal to accept “foreign garbage.” This
country, like many other developed nations, has a stuff problem.
MOLLY BROOKS It’s no surprise that minimalism first came of age in the 1960s, a direct reaction to
Sephora Collection, North America the unprecedented consumer culture that had reshaped the post-World War II world.
HEATHER CONNELLY Today, a new minimalist wave is spreading, reflecting anxiety over everything from
CosBar excessive materialism to sustainability to industrial production to generalized stress
MARIE ALICE DIBON related to the speed and more-ness of contemporary life. Marie Kondo has emerged
Alice Communications, Inc. as a leading light in the movement, though the bestselling author’s philosophy notably
focuses on “sparking joy” more than it does the mere elimination of stuffb.
JESSICA ESTRADA
Beauty has been a leading indicator of this trend in recent years, featuring austere
Hue For Every Man
packaging and design that allows for lots of white space; low-energy processing and
BRIDGETTE HOWARD manufacturing; spiritual- and wellness-oriented brand concepts; simplified ingredient
Parlor West Ventures labels, with each material’s purpose overtly justified in marketing; zero-packaging
product design; scaled-back SKUs that streamline and clarify product selections; and
MICHAEL MALINSKY multifunctional ingredients and products that allow consumers to do more with less.
WUNDER2 To illustrate the market opportunity, the “WGSN: Big Ideas 2021-Beauty” report
FADI MOURAD encourages brands to “streamline products [and] offer better formulations featuring
higher active ingredients and multiple benefits,” and notes that water scarcity will
ADA POLLA increasingly impact product developmentc.
Alchimie Forever, While the beauty industry inevitably necessitates consumers purchasing physical
The Polla Beauty Group goods, innovative suppliers and formulators, product developers and designers, and
brand leaders are finding ever-more ways to deliver newness that requires fewer
ART RICH, Ph.D.
resources and offers shoppers an opportunity for a guilt- and stress-free purchase.
A. Rich Development
See you next month.
RICK RUFFOLO
R4 Innovations
CRISTINA SAMUELS
Mode Cosmetics a
www.sparefoot.com/self-storage/news/1432-self-storage-industry-statistics/
LAURA SETZFAND
b
It may be comforting to know that Kondo’s own beauty regimen for her hit Netflix series is anything but
minimal, featuring products from Tatcha, Herbivore, Laura Merciar, Clarins, Tom Ford and Smashbox;
Epiphany “Marie Kondo Has an Extremely Organized Skin-Care Routine,” www.thecut.com/2019/01/marie-kondos-
beauty-and-skin-care-routine.html
www.wgsn.com
c

facebook.com/gcimagazine Global Cosmetic Industry @globalcosmeticindustry @GCI_Magazine

6  Spark   Global Cosmetic Industry | May 2019

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GCI_full page ad.indd 1 4/15/19 5:39 PM
 PRODUCT ROUNDUP [Products, Equipment & Services]
Ingredient & Packaging Innovations

Travel-sized Packaging
McKernan Packaging Clearing House Customized Packaging
www.mckernan.com Queens Packaging Co., Ltd
McKernan offers brands PET and HDPE bottles, including sizes www.queenspack.com
under 3.4 ounces, in a variety of colors and styles. McKernan also Queens Packaging’s design team works with brands to offer
stocks treatment pumps, CT closures, fine mist sprayers, lotion tailor-made customizations to meet specific needs and re-
pumps and dispensing caps to complement travel-sized packaging. quirements. The company aims to provide a one-stop service
from design, tooling and production.

Radii Rectangular Midi Palette Nephoria

HCP Packaging
www.hcpackaging.com
Radii Rectangular Midi Palette from HCP Packaging is a versatile
stock pack, displayed with designs in blue hues. The cover offers
the opportunity for customization with decorative top-plates,
including textile, dome or HCP’s patented ‘Glitter Storm’ decora-
tion. Available with a six-well insert, the palette is suitable for eye,
lip, brow and multi-products.
BASF Care Creations
www.carecreations.basf.com
Extracted from rambutan leaves, Nephoria was created to
act as a natural alternative to retinol. The ingredient supports
natural collagen synthesis and elastic fiber network, and
assists with lowering a master negative regulator of collagen
homeostasis, thus contributing to increased skin elasticity and
reduced wrinkle appearance.

8  Product Roundup   Global Cosmetic Industry | May 2019 w

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Flexible Metallization and Enahnced Deco Effects
Anomatic Corporation
www.anomatic.com
Anomatic’s flexible metallization for hinge closures can reportedly
withstand more than 150 flips without delaminating or degrading
the metallic finish along the hinge. Additionally, Anomatic has
introduced new glitter and confetti effects to their finishes.
SpectraRinse
Spectra Colors Corporation
www.spectracolors.com
SpectraRinse from Spectra Colors Corporation are highly
concentrated polymeric liquid dyes. The water-based dyes are
non-staining, non-toxic and environmentally friendly. Available
in eight shades, the dyes rinse off skin and most fabrics with
no soap or detergent necessary.

East Hill Industries, LLC

Bulgari Man Wood
Liquid Foundation Bottle
Verescence
www.packagingcosmetics.com
www.verescence.com
East Hill Industries’ Liquid Foundation Bottle features a pump system
that can dose high-viscosity bulk such as liquid foundation. The Bulgari has chosen Verre Infini Neo by Verescence for
bottle is suitable for products in which the viscosity changes over the new Bulgari Man Wood Essence. Verre Infini Neo is
time, including thick formulas. The in-built technology prevents the the first premium and completely clear recycled glass
formula from coming into contact with metal components, thus composed from a total of 90% recycled materials,
preventing any oxidation or alteration. according to Verescence.

www.gcimagazine.com Product Roundup  9

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 MARKETS & TRENDS
“Great Brands Are About the ‘Why’”
From left: Amy Errett, CEO and founder, Madison Reed; Gregg Renfrew, founder and CEO, Beautycounter; Nancy Twine, founder and CEO,
Briogeo Hair Care; Vicky Tsai, founder, Tatcha; and Lauren Gores and Marianna Hewitt, co-founders, Summer Fridays.
C
EW recently gathered to
honor “the women who have
disrupted beauty,” as CEW
president Carlotta Jacobson
put it. These brand founders have
left comfortable day jobs, broken
Instagram, planned out businesses from
dining room tables, launched direct-
to-consumer product ranges, formed
new categories like clean beauty, and
all have endeavoured to empower other
women. The honorees included:
• Amy Errett CEO and founder,
Madison Reed
• Lauren Gores Ireland, co-founder,
Summer Fridays
• Marianna Hewitt, co-founder,
Summer Fridays
• Gregg Renfrew, founder and CEO,
Beautycounter
• Vicky Tsai, founder, Tatcha
• Nancy Twine, founder and CEO,
Briogeo Hair Care
10  Markets & Trends   Global Cosmetic Industry | May 2019
GCI1905_MarketsTrends_fcx.indd 10
The awards were followed by a
panel discussion led by Shiseido’s Jill
Scalamandre.
Renfrew, who came to beauty
with financial expertise, noted that
the hardest part of building her
business had been getting contract
manufacturing to come on board
with clean beauty. She joked that
some of these manufacturers had
nicknamed her company “Brutalc­
ounter” for its tough stances on
ingredients.
She added that competition in
the clean beauty space is a positive,
creating allies in the fight to update
cosmetics regulations in the United
States, a core focus of Beautyco­unter.
Errett, who has a VC background,
noted that male investors didn’t
initially understand size of the at-
home hair coloring market. She
also praised Glossier’s 1-billion-plus
valuation, which she said should
hearten every woman in the industry.
Errett added that women have to
“have huge outcomes” in order to be
taken seriously by male investors. She
noted that it was therefore important
for women leaders to fund other
female founders to generate greater
opportunity.
Hewitt concurred, noting that the
path for Summer Fridays was blazed
by the female-led brands that came
before it, making it easier to be “taken
seriously.”
Twine, whose loss of her mother
helped propel her purpose-driven
brand, said it was difficult to predict
what the future would hold for her
brand but noted that Briogeo will
expand into the wellness space soon.
Errett concluded the panel
discussion by noting that “great brands
are about the why.” n
w
4/18/19 3:18 PM
 Top Trends from the CEW Product Demo Night

C
EW’s 2019 Product
Demonstration Night in New
York City revealed top trends
in beauty.
“With the addition of new categories
and the many new indie brands
coming on the scene, we continue
to be amazed by the innovations
seen across categories,” said CEW
president Carlotta Jacobson. “When
we started the Beauty Awards 25
years ago, products were very focused
on skincare, makeup and hair, but
new trends and innovative products
have continued to expand the beauty
industry into what we see now.”
Here are some of the hottest trends
of the night.

Vegging out
Superfood beauty was on full display,
including Loli, a brand which utilizes
organic, wild-harvested ingredients
that are raw, fair trade and upcycled
from food; Yensa, which fuses eight
superfoods in each of its products,
including its Essential Glow Tone
Up Primer; Youth to the People; and
Sahara Rose. Elemis displayed its
Superfood Nutrient-Dense Pre-Biotic
skin care range, set to expand in 2019.
Sustainability is the
new normal
Brands such as bar shampoo
purveyor Ethique boasted the
hashtag #giveupth­ebottle, while
Seed Phytonut­rients debuted what
it claims to be the first shower-safe
paper bottle, crafted entirely of post-
consumer products and utilizing 60%
less plastic than a traditional bottle.
High and mighty
The buzziest bud in beauty, despite
its lack of THC, was CBD, the star of
Albea’s High Hopes, a line of cannabis-
infused formulations across applicat­ions,
and CBD for Life, which debuted bath
bombs. Milk Makeup’s Kush mascara
also made an appearance at the show.
Put charcoal on your list
Charcoal’s cleansing properties were
found in facial products such as acne
treatments from First Aid Beauty and
Origins, Freeman Beauty’s charcoal
mask, and Copper + Crane’s detoxifying
body polish. Herbal Essences introduced
a new charcoal shampoo, harnessing
those clarifying powers for the scalp.

All for you

Personal­ization is at an all time
high, showcased by brands including
custom hair care company Prose, which
showcased its new hair oil; Halo, an app
which allows users to create their own
nail polish color from a picture they’ve
uploaded; and Neutrogena’s Skin360
app, helping users craft personalized
skin care routines. n

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 MARKETS & TRENDS
Glossier: “An Entirely New Kind of Beauty Company”
A
t five years old, Glossier Inc.
just raised $100 million in
Series D funding to “build
the future beauty company
in collaboration with its customers.”
Sequoia Capital reportedly led the
round, in addition to contributions
from Tiger Global Management, Spark
Capital, Forerunner Ventures, Thrive
Capital, IVP and Index Ventures.
Glossier, which just expanded
its offerings with the Glossier Play
collection, also announced that
Vanessa Wittman has been named as
the company’s CFO. Wittman has held
CFO roles at Oath, Dropbox, Motorola
Mobility, and Marsh & McLennan.
The company’s 2018 sales revenue
passed $100 million; it also added 1
million new customers.
Recent NPD data showed that
Glossier has almost equal sales growth
driven by millennials and Gen Z. It
12  Markets & Trends   Global Cosmetic Industry | May 2019
GCI1905_MarketsTrends_fcx.indd 12
was also one of the direct-to-consumer
brands with the largest year-over-
year growth in 2018, expanding at a
whopping 69%.
“We are building an entirely new
kind of beauty company: one that
owns the distribution channel and
makes customers our stakehol­ders,”
said Emily Weiss, founder and CEO
of Glossier. “Thanks to this direct
relationship with our customers, we
have access to endless inspiration for
new products, experiences, and ways
of building an enduring business—all
while staying true to our core belief
that beauty should be a celebration of
individuality and personal choice.”
The move is part of Weiss’ declared
“phase 2” of Glossier, which will feature
a brand-owned social commerce
platform that will harness control of
social media on its own terms.
“Glossier has built an exceptional
brand and relationship with
its customers, and its business
fundamentals are equally impressive,”
said Michael Abramson, partner at
Sequoia. “This is one of the most
efficient direct-to-consumer businesses
we’ve encountered, and with this new
capital, we believe Glossier is well
positioned to define the next era of the
beauty industry.”
“Beauty consumers increasingly
want to interact with brands and
purchase products online: by 2024,
online beauty sales are expected to
reach $120 billion globally,” said
Megan Quinn, general partner at Spark
Capital. “The industry’s conglomerates
are ill-equipped to retrofit their
businesses to this new reality. With
its digital-first DNA and enthusiasm
for meeting consumers where they
are, we believe Glossier is the defining
company of this new channel.” n
w
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 MARKETS & TRENDS
Appealing to the ‘Complex’ Teenage Beauty Consumer
| BY JEB GLEASON-ALLURED, Editor in Chief
M
illennials have been
the apple of the beauty
industry’s eye for some
time; however, the teenage
consumers of Generation Z are proving
to be the new industry darlings. And
keeping these consumers satisfied may
be more challenging than appeasing
those in the generation before them.
Global Cosmetic Industry consulted
Sam Farmer, of Samuel Farmer
& Co. Ltd., about teen consumers’
gender attitudes, the pitfalls of getting
marketing wrong and how brands can
build trust through their products.
Global Cosmetic Industry: How can
personal care brands address teens’
gender attitudes?
14  Markets & Trends   Global Cosmetic Industry | May 2019
GCI1905_MarketsTrends_fcx.indd 14
Sam Farmer (SF): It isn’t
appropriate for all brands to address as
there is the potential to cause confusion
and, as such, it is important to establish
the right intentions and reasons before
attempting to target teenage consumers.
The category is complicated, nuanced
and requires brands to understand the
issues and opinions of young adults.
Teenagers today have a relaxed and
accepting attitude toward gender
and how others choose to define
themselves. Gay marriage, gender
fluidity and equal rights are now part
of their everyday lives.
Personal care products are relied
upon to perform a basic but essential
task and are accepted into teenagers’
private living spaces. Trying to define
who young adults are or how they
should behave is old fashioned. Instead,
brands are encouraged to target efficacy
instead of insecurities and place the
focus on the product and not the
intended gender of the consumer.
Brands shouldn’t overthink it. If a
brand is truly engaged with a particular
message, this will come across in their
communic­ation. Bringing out a range
of products in an attempt to be part of
a trend instead of leading the market
with a strong message risks a real
struggle for attention.
Lastly, absorb everything the
consumer is doing. The teenage
category is a complex, fickle and ever-
changing sector. Listen, think and act
accordingly.
w
4/18/19 3:18 PM
 Global Cosmetic Industry: What are
the pitfalls of getting it wrong?
SF: Having observed the recent
“mixed” reaction to the Gillette advert
and the recent change in direction
for Lynx (and its “Men in Progress”
campaign), the pitfalls of getting it
wrong can be damaging and long-
lasting. The messages and images
a company uses should originate
from the brand’s authentic core
values or they risk being viewed with
some cynicism. In many cases, the
stereotypes now being challenged are
exactly those created by some of these
brands in the first place.
Consumers are also now more vocal
in their opinions, with social media
allowing everyone to have a say on what
a brand is doing. Changing direction
on a sixpence to the exact opposite of
what a brand’s communication has
been focussed on for decades is risible.
Consumers are skeptical and suspicious
of such strategies, and brands risk their
audience becoming disenchanted if
their communic­ations are not grounded
in an authentic value or belief.
Global Cosmetic Industry: What
are some of the ways trust can be built
through marketing and thoughtful
product design?
SF: Brands should focus on changing
the way young adults interact with
the industry by challenging the whole
concept of the language and images
used. To do this, brands must make
a decision and take the lead, not
simply follow someone else’s path.
They must walk the walk, not just talk
the talk. From brand ambassadors
to sponsorship, the actions a brand
undertakes as part of its strategy
should reflect its overall message, ethos
and identity.
To truly build trust through
marketing and thoughtful product
design, brands need to identify
their own audience. In a saturated,
competitive and mercurial business,
being honest and straight­forward is
rare and works to build trust through
consistent and clear communic­ation,
which is crucial for success. n

How Beauty Brands Are Finding Success on Pinterest

| BY AUDREY LATIMER, Assistant Editor

W
hether they’re looking for
a wedding makeup look,
an anti-aging skin care
routine or a new hair color
shade, consumers constantly flock to
Pinterest in search of the latest beauty
and personal care trends.

Global Cosmetic Industry spoke

with Vikram Bhaskaran, global head
of vertical strategy at Pinterest, about
the ways Pinterest impacts the path
to purchase and the beauty brands
currently finding success on the social
network.

Global Cosmetic Industry:

According to the November 2018 Gfk
Path to Purchase Studya, 86% of beauty
and personal care Pinners made a
purchase based on seeing beauty and
personal care content from brands

a
GfK, US, Pinterest Path to Purchase Study
among Weekly Pinners who use Pinterest in the
Category, Nov 2018

www.gcimagazine.com Markets & Trends  15

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 MARKETS & TRENDS
on Pinterest. What does this mean
for brands? How can they better take
advantage of Pinterest and its influence
over consumers?
Vikram Bhaskaran (VB): Pinterest
is a visual discovery engine. People
come to Pinterest with an open
mindset, and they’re actively looking
for inspiration on what to do or buy
next. What’s more is that Pinterest
has the largest, most engaged digital
beauty audience with over 52 million
monthly Pinners actively engaging
with beauty content on Pinterest.
This presents a massive opportunity
for beauty and personal care brands
to connect with consumers and drive
them to purchase.
The key is creating compelling
content. Promoted videos are a great
way to deliver content that both
inspires and engages consumers. Last
year, we also introduced support for
videos at maximum width, which
are ~4x bigger, spanning across
Pinterest’s two-column grid, and
this format has proven to be very
successful. Advertisers have seen
efficient costs-per-view and lifts in
brand awareness methods.
Another great way for beauty and
personal care brands to make the
16  Markets & Trends   Global Cosmetic Industry | May 2019
GCI1905_MarketsTrends_fcx.indd 16
most out of their content on Pinterest
is by leveraging our Audience Insights
tool. Audience Insights helps brands
understand what their existing and
potential customers are interested in
based on their behavior on Pinterest.
With this information, brands can
then sharpen their targeting, test and
optimize campaigns, and duplicate
the top-performing campaigns and
ad groups.
Global Cosmetic Industry: Can you
provide any information on beauty
brands currently working with Pinterest
that have experienced success?
VB: Perfume and cosmetic company
Guerlain was launching a new
fragrance, La Petite Robe Noire Black
Perfecto and wanted to support the
advertising campaign with unique
digital creative with the goal of
reaching women in search of a new
perfume. Leveraging Promoted Pins
and Promoted Video Pins, Guerlain
developed iconic content that put the
new fragrance and its logo front-and-
center.
The Promoted Pins generated more
than 50 million impressions. They
also saw a lower cost per impression
(CPM) as compared to other digital
channels. Promoted Video Pins earned
a reach of over 6 million people. The
team also ran a Millward Brown Brand
Lift Insights study and learned that ad
recall saw a lift of over 23%.b
Another brand is City Beauty.
Leading up to the 2018 holiday season,
the luxury functional beauty brand
wanted to increase online sales for
their top-selling product, City Lips
plumping lip gloss. They turned to
Pinterest and they took a test-and-learn
approach to polish their creative and
hone their targeting strategy. They
tested multiple Pin variations before
identifying a clear winner. City Beauty
also tested a number of targeting
strategies, experimenting with
different interest groups, keywords and
demographics.
City Beauty’s campaign maintained
an impressive 3x return on ad spend
from November 2018 through the
holiday season. They earned a 5%
higher click-through rates on Pinterest
than on other digital platforms. This
campaign also beat City Beauty’s own
benchmark on Pinterest, earning
them a 5x lower CPM than they’d seen
before.cn
b
Millward Brown Brand Lift Insights study, 2018
c
City Beauty data, 2018
4/18/19 3:18 PM
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 4 Top Skin Care Drivers
Part 3 of a 3-part series: the categories, technologies and
programs driving the market.

73% of shoppers who use natural and organic skin

care do so because the products purport to contain
no harmful ingredients, while 72% of consumers say
that natural/organic is “better for my skin’s health.”

| BY DENISE HERICH, The Benchmarking Company

facebook.com/gcimagazine Global Cosmetic Industry @globalcosmeticindustry @GCI_Magazine

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GCI1905_Herich_fcx.indd 18 4/18/19 3:21 PM

 S
kin care is booming.
According to NPD data,
2018 U.S. prestige sales
rose 13%—8% in physical
retail and 33% onlinea.
Department store sales
rose 8%. But what’s driving growth?
The answer: mass, generic and private-
label brands, skin care sets, natural
and organic products, and social media
and loyalty programs. The best news?
There’s still plenty of room to grow.
1. Mass Skin Care
The mass skin care category has
grown by leaps and bounds in the past
10 years, while enhancing its offerings.
Today’s mass products offer high-
quality ingredients, trustworthy results
and real competition for higher-priced
masstige and luxury brands that aren’t
affordable for everyone.
Therefore, mass brands continue to
be the consumer’s skin care of choice
by a long shot: 74% of all consumers
(T-1). By contrast, generic/private
label’s popularity comes in at 45%,
while masstige clocks in at 36%.
Natural/organic brands and retail
doctor brands are fourth and fifth on
the list, respectively.
a
“Beauty 2018-2020: Don’t Fear the Disruption,”
www.gcimagazine.com/marketstrends/regions/
northamerica/Beauty-2018-2020-Dont-Fear-the-
Disruption-505558911.html
T-2 lists shoppers’ top reasons for Target (65%), Walmart (44%),
using mass skin care. Walgreens/CVS (39%), Whole Foods
(31%) and Trader Joe’s (28%).
Negative past experiences with
2. Generic/Private-label generic brands (34%) is the leading
Skin Care reason why some consumers aren’t
Consumers are increasingly turning yet on the generic skin care train.
to generic skin care, with 68% saying Other reasons for non-usage include
they buy generic or store brand skin not believing generics work as well
care products. Much like mass, price as name brand products (28%), the
is the leading reason they like generic perception that generics are of lesser
skin care (T-3). Consumers also believe quality (24%), the perception that
these products are as effective and name brand products are superior in
trustworthy as name-brand products. quality (23%), an inability to easily
The retailers these consumers trust find product claims/reviews (22%) and
most for generic products skew toward happiness with current brand name
drug and grocery stores, including products (21%).
ABOUT THIS 3-PART SERIES
To gauge consumer’s thoughts and
feelings on skin care, we chatted with
more than 4,600 U.S. female beauty
consumers about all things skin care.
Part 1, “What Consumers Want from
Skin Care,” appeared in the March 2019
issue and addressed consumer attitudes,
generational concerns, unmet needs,
which products consumers are currently
using and which they’d like to try.
Part 2, “Decoding Skin Care Shopping Habits,” appeared in the April 2019 issue and focused
on how much consumers spend, on what, where and why, as well as which skin care products
shoppers want to try and buy next.
Access the March and April digital editions and have subsequent issues sent to you for free by
signing up at gcimagazine.com/magazine

T-1. Skin care consumers are using, by age

Rank Age Gen Z (18-24) Millennials (25-38) Gen X (39-53) Baby boomer (54+)
#1 Mass (74%) Mass (74%) Mass (73%) Mass (78%)
#2 Private label (55%) Private label (51%) Private label (40%) Private label (33%)
kin #3 Natural/organic (36%) Masstige (40%) Masstige (36%) Masstige (29%)
ain
s say #4 Masstige (34%) Natural/organic (39%) Natural/organic (30%) Retail doctor brands (23%)
th.” #5 Retail doctor brands/K-beauty (25%) Retail doctor brand (28%) Retail doctor brand (27%) Natural/organic (20%)

T-2. Consumers’ top reasons for using mass skin care

Percentage Motivation
83% the products are affordable
73% they are easy to find/buy
47% “the products work for me”
18% the brands have strong customer following

www.gcimagazine.com 4 Top Skin Care Drivers   19

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 4 TOP SKIN CARE DRIVERS

HOW NEW SKIN CARE BRANDS CAN EXCITE SHOPPERS

How can a new brand can make a splash
with consumers in such a crowded skin care
space? For younger consumers, messag-
ing that focuses on affordability moves the
needle, while older consumers are compelled
by messages that speak to anti-aging. We
asked consumers to tell us what words were
most compelling to them and tabulated the
responses by age group in T-1.

Where Shoppers Discover New

Brands & Products
For 60% of shoppers, samples, samples
and samples are the primary method of
discovering new skin care, followed by
social media and family/friend recommen-
dations (both 50%), beauty influencers and
bloggers (42%), search engines like Google
(32%), and magazines (28%).
The social media influence (T-2) should
come as no surprise as beauty consumers
are among the most connected of all and
regularly active on their own and others’
pages. Almost half of all consumers are on
social media, either posting or lurking, every
day. Forty-six percent(46%) say they use
social media to look around or maybe post
something occasionally, with 44% saying
they use social media daily to post or update • 69% of Sephora VIB Rewards program
something on their own site or leave com- members use it less than 1x month
ments/likes on other sites. or never
• 73% of Ulta Platinum Perks program
Beauty Loyalty Programs are an members use it less than 1x month
Underleveraged Opportunity or never
The highly connected beauty consumer
This presents an opportunity for retailers
is driven by receiving free samples, which
and brands to drive greater engagement
many beauty rewards programs offer. Rather
through the promotion of sampling and
counterintuitively, these consumers have a
other benefits to drive brand and product
fairly low engagement with these programs
discovery.
For example:

T-1. Most compelling terms new skin care brands can use to entice consumers
Terminology
Age All Gen Z (18-24) Millennials (25-38) Gen X (39-53) Baby boomer (54+)
ranking
#1 Affordable (61%) Affordable (76%) Affordable (63%) Anti-aging (70%) Anti-aging (79%)
#2 Anti-aging (52%) Multi-benefit (40%) Multi-benefit (46%) Affordable (54%) Affordable (58%)
#3 Multi-benefit (45%) Natural (32%) Anti-aging (41%) Multi-benefit (46%) Multi-benefit (44%)
#4 High-quality (34%) High-quality (35%) High-quality (35%) High-quality (33%) High-quality (36%)
#5 Proven (31%) Proven (30%) Proven (30%) Proven (31%) Proven (33%)

T-2. Social media usage

Social media
Frequency Facebook Instagram YouTube Twitter Pinterest Snapchat
platform
Several times a day 74% 44% (71% Gen Z) 32% 23% 24% 22% (57% Gen Z)
Once a day 9% 12% 14% 10% 11% 7%
Several times a week 5% 9% 21% 10% 19% 9%
Once a week 3% 5% 9% 6% 10% 5%
Once every few weeks 2% 4% 9% 6% 10% 5%
Once a month or less 2% 7% 9% 9% 12% 7%
Never 5% 19% (41% boomers) 7% 36% 15% 45% (75% boomers)

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 T-3. Why consumers like generic skin care
Motivation Age All Gen Z (18-24) Millennials (25-38) Gen X (39-53) Baby boomer (54+)
Less expensive 85% 87% 83% 76% 79%
Ingredients are the same 44% 38% 42% 47% 54%
They work! 35% 39% 35% 36% 29%
As effective as name brand products 33% 33% 34% 32% 32%
I trust the store to make quality skin care 17% 18% 16% 19% 16%

What would help convince a
consumer to try generic skin care?
• 72%: positive product reviews
• 54%: friend/family recommendation
• 41%: consumer or clinical claims
(i.e., “95% saw a reduction in
the appearance of fine lines and
wrinkles after one week”)
• 32%: clinical claims (i.e., “based on
a clinical study … ”)
3. Consumers Love
Their Kits!
Skin care kits have experienced a
surge in interest and usage. Sixty-one
percent of consumers buy facial skin
care products as a kit or a set, 55%
would consider giving a skin care kit as
a gift, and 75% would like to receive a
skin care kit as a gift! Here are shoppers’
top five reasons for loving skin care kits:
• 76%: convenient to buy as a kit
• 62%: easy to understand how/when
to use them
• 52%: kits save me money
• 46%: best results come from
products made to be used together
• 36%: designed to address a specific
need that I have
Where skin care kits still struggle
is the perception that, as sold, they

www.gcimagazine.com 4 Top Skin Care Drivers   21

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 4 TOP SKIN CARE DRIVERS

T-4. What would make kits attractive to shoppers

Desired qualities Age All Gen Z (18-24) Millennials (25-38) Gen X (39-53) Baby boomer (54+)
Addresses specific age concerns 54% 46% 51% 58% 59%
Value-priced 77% 80% 77% 76% 79%
Proof that kit works better than single products 53% 55% 53% 51% 53%
Label clearly explaining time required to use kit 33% 38% 34% 31% 31%
I trust the store to make quality skin care 17% 18% 16% 19% 16%

T-5. Top ways to convince shoppers to try generic natural/organic skin care
Percentage Motivation
61% offer free samples
58% keep the price lower than name brand products
56% offer positive product reviews
49% give me proof/consumer claims (98% agree product reduced the visible signs of aging)
40% clearly stated benefits on package
38% use safe ingredients
30% offer proof of no toxic/harmful chemicals

aren’t always of great value. Fifty-one
percent of all consumers say the top
reason they dislike skin care kits is
that, if even one product isn’t used, the
kit offers no value, followed by “skin
care kits are too expensive” (44%), “you
can’t customize or personalize most
skin care kits” (37%), confusion over
which kit to buy (30%), and the simple
fact that many consumers like using
multiple products by different brands
to meet their skin care needs (25%).
A list of qualities that would make
kits attractive to shoppers is detailed
in T-4.
4. Natural & Organic
Continues to Appeal
The appeal of natural and organic
skin care continues to rise with
consumers, with 53% saying they use
organic and natural beauty/personal
care products, 48% using both name-
brand and generic natural/organic
skin care brands, and 42% using only
name-brand organic and natural skin
care products.
Shoppers’ top reasons for using
natural and organic skin care include:
• 73%: because they contain no
harmful ingredients
• 72%: natural/organic is “better for
my skin’s health”
• 48%: these products are more
environmentally responsible
• 40%: “the products work for me”
Although 47% of consumers claim
they aren’t yet using natural and
organic skin care, 58% say they are
very interested in trying these kinds
of products; 92% want to try a name-
brand natural or organic product, and
75% want to try a generic natural or
organic product. Ways to convince
them to do so are listed in T-5.
For a Deeper Dive
For more data on natural and
organic beauty, readers can order
The Benchmarking Company’s
(www.benchmarkingcompany.com)
“PinkReport: The New Age of
Naturals,” which provides a detailed
look at the U.S. beauty and personal
care consumers’ affinity for natural
and organic beauty and personal care
products, as well as the motivators
and influencers that drive consumers
to purchase more natural and organic
products than ever before. n

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 The home for
clean beauty and
indie brands in
Southern California

48,&.7851$5281'6–63(('720$5.(7
:::,&/3/&20__,1)2#,&/3/&20

GCI_full page ad.indd 1 3/7/19 1:17 PM

 UNGENDERED
BEAUTY
By mixing the senses and fulfilling the need for consumers
to feel respected, designers find new ways to express scent,
color, design and motion.

| BY JOHN JIMÉNEZ and MAURICIO GUZMÁN ALONSO, Belcorp Colombia

Dave Castiblanco, Colombian androgenic model.

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GCI1905_Belcorp_fcx.indd 24 4/18/19 3:24 PM

 S
ociety is undergoing It is possible to see the presence Scent-to-Fashion
changes in mentality; of this trend in original concepts in Translation
as a result, the distinct categories. Recently a gender-
At the 2018 Luxury Beauty Day
boundaries between inclusive dating app, Transdr, was
organized by the Colombian Association
male and female launched. New beer marketing in the
of Cosmetic Science and Technology
have begun to fade. market offers a gender-neutral concept,
(Accytec) in Bogota, we presented for
Therefore, limiting as with Michelob Ultra’s “Breathe” ad
the first time in the industry, how a
users by gender may not be productive spot. These concepts have impacted the
for the cosmetics industry. design and marketing of children’s toys, perfume with a genderless note can
In genderless beauty, independence car launches and more. The fashion be translated into a prêt-à-porter
and inclusion are more relevant than industry has perhaps contributed the collection, created by the renowned
masculinity or femininity. As part of most to the development of genderless Colombian designer Gregorio Díaz with
this trend we find adjacent concepts concepts, which are now common in the fantastic participation of gay and
such as gender-fluid, transgendered, street styles worldwide. transgender models.
non-gendered and androgenic, which
promote gender diversity and gender
redefinition, and inspire product
diversity and concepts in industries
such as fashion, automotive, jewelry
and cosmeticsa.
The fine fragrance category has
advanced the acceptance of the
genderless trend more than any other
cosmetics segment. Brands in both
luxury and mass market are innovating
in olfactory routes, concepts and
advertising.
That said, we are also seeing
genderless launches in personal care,
makeup and skin care. In makeup,
we see an exponential growth of male
bloggers and influencers for many
brands, while skin care recently Olfactory notes of ungendered perfume 1.
featured a very interesting launch of an
anti-aging product with a concept that
can be used by any human being. This
is the gender revolution.

Genderless Innovation
Brands are already making efforts
to launch gender-neutral products and
concepts instead of specific male/female
products, with the aim of enhancing
inclusion and expanding the range of
consumers. The search for freedom is
what leads innovators to think about
new concepts and ways of designingb.

a
Dominique Muret, “‘Genderless’ fashion rocks
the luxury sector,” Fashion Network, August 30,
2016; http://uk.fashionnetwork.com/news
b
“The Next Genderation,” as found in “Lifestyles
of Generation Z,” http://academic.mintel.com/
Olfactory notes of ungendered perfume 2.
display/859371/

www.gcimagazine.com Ungendered Beauty 25

GCI1905_Belcorp_fcx.indd 25 4/18/19 3:24 PM

 UNGENDERED BEAUTY

In this experience, a renowned

fragrance company participated by
creating two olfactory genderless
scents (pictured). The designer used
a synesthetic process in which he
mixed olfactory notes and colors with
textures, tones and designs in order
to select the perfume with which the
genderless concept was most closely
associated, and translated that scent
into a fashion collection (pictured).
“At the end of this process, I
felt like perfume 1 (pictured) had
a differentiated balance in the
combination of its floral and wood
notes,” said Díaz. “This olfactory
profile leads me to a genderless
concept that intersects with the
concepts of genderless fashion, which
for me is fashion without a defined
silhouette, which in its most essential
form can be unreal and unique as a
perfume, which allowed the division of Translation of olfactory notes found in perfume 1 into colors and attire.
the outfits, the catwalk and the colors
[because] it was like the olfactory
pyramid of the fragrance that I chose.”
The collection consisted of 18
designs (pictured). At the beginning
of the show we saw yellow and green
colors for the citrus notes, in the
middle purple and pink colors for the
floral notes, and finally bronzes and
black for the wood notes.
“Contemplating and capturing all
the olfactory notes of the fragrance
in the clothes inspired me to call the
collection Hanami [flower viewing],
given this Japanese tradition of
admiring, venerating and observing
the beauty of flowers,” said Díaz. “My
fascination with aromas, essences and
flowers translates into the authenticity
that each one of us has.”
The presentation of the prêt-à-
porter collection highlighted the
relationship between the designs and
colors of the attire and the olfactory
pyramid of perfume 1. Attendees had
samples of the fragrance to enjoy while
appreciating the show.

Scent-to-Dance
At the 31st Brazilian Congress
of Cosmetology in Sao Paulo, we Examples of designs inspired from the olfactory notes.

26    
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 presented research on how, thanks
to neuroscience, we can support the
selection of perfumes with the best
genderless profile and how a perfume
can be translated into dance.
The fragrance’s selection was directed
by Jaime Rincón, a finalist in Colombia’s
“Dancing with the Stars.” Jaime
underwent a synesthetic immersion for
several days to connect the sensation
of five perfume samples with different
melodies and dance types.
Rincón underwent an
electroencephalography (EEG) test to
measure brain activity and therefore
determine which music and dance type
were in sync with the top, middle and
base notes of the perfumes. During
this olfactory-musical test, the subject
smelled the perfumes and listened
to several musical melodies and
dance rhythms while the EEG device
recorded the curve of his brain waves.
As a result, it was possible to pair three
different songs and dances with three
moments of perfume experience (top,
heart and base).
During the congress, attendees were
able to enjoy the synesthetic experience
by watching a dancer perform the
three different performances while
experimenting with the smell of the
fragrance throughout the presentation
(pictured).
Example of EEG curve for music, dance type and olfactory profile of the perfume, evaluation at the exit.
www.gcimagazine.com Ungendered Beauty  27
GCI1905_Belcorp_fcx.indd 27
Respect is the Underlying
Need
Many times we ask ourselves why
a consumer is faithful to a type of
olfactory note, why he or she or they
prefers a perfume over others, why
they like one color more than another
on the label of a product, and why they
prefer one type of texture over another
in an anti-aging product.
Cristina Quiñones Dávila, author
of “Undressing the mind of the
consumer c,” has written extensively
about consumer-centric marketing.
She notes that these tools are built
on “human truths that allow us to
understand the profound emotional,
symbolic … relationship between a
consumer and a product.”
In the work we did for the
translation of a genderless perfume in
dance, we used eye-tracking to choose
the olfactory note with the best profile
aligned to the concept.
Dave Castiblanco (pictured), Jaime Rincón, of Colombia’s “Dancing with the
Stars,” undergoing an electroencephalography test
a Colombian androgen model,
to evaluate the relationship among music, dance
participated in this process: “I consider and olfactory profile.
that genderless concepts are not a
tendency—they are more than that—
they are a manifesto that is related to
breaking social schemes and allowing
c
Quiñones, C., “Desnudando la mente del oneself to be in society.”
consumidor,” Consumer insights en el It is evident that beauty and
marketing. Lima, Editorial Planeta Perú (2015)
cosmetics generate a social awareness
that mirrors the ideals of consumers.
“There is a lack of respect for
identity [in society],” says Castiblanco.
“Tolerance is not enough because
respect is more integral.”
A powerful finding that we can
deduct from this experience is that
respect is presented as a key element to
satisfy the demand that is behind the
entire genderless movement.
To conclude, we can say that
genderless beauty is on the rise
because human beings do not want
to be labeled. In this era of plurality,
new generations are highlighting a
genderless way of life. n
4/18/19 3:24 PM
 GENDER-FLUID
BRAND DESIGN
From color to messaging, beauty and personal care brands can free themselves from
the burden of gender and open up their markets in new, exciting ways.

@GCI_Magazine facebook.com/gcimagazine Global Cosmetic Industry

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28     Global Cosmetic Industry | May 2019 w

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 | BY MATT BURKE, Creative Director, Almighty Brands

G
ender stereotypes
have been the
bane of branding
specialists for decades.
Remember the ridicule
when, in 2012, pen
manufacturer Bic
produceda For Her pens in “female-
appropriate” pink and purple,
“designed to fit comfortably in a
woman’s hand”? Or when U.K. shoe
chain Clarks received complaints over
its Dolly Babe girls shoesb?
That marketers are still making
such obvious blunders in today’s social
media savvy society is, frankly, mind-
boggling. Just recently, Kleenex was
forced to rename its Mansize tissues as
Extra Large after being criticized for
being sexistc.
Similarly, U.K. supermarket chain
Waitrose was lambasted by a feminist
campaigner for selling a sandwich
branded as a Gentleman’s Smoked
Chicken Caesar Rolld.
Many will see these examples as
indisputable branding errors that
should never have ended up in
production. But setting the right tone
can be tricky. So how should marketers
navigate this complex landscape?
Non-binary Mindset
According to research from J Walter
Thompson Intelligencee, an increasing
percentage of Gen Z believes gender
doesn’t define a person as much as it
used to. More than half of 13-to-20-
year-olds questioned in the 2016 survey
said they knew someone who went
by gender-neutral pronouns such as
“they,” “them” or “ze.”
Gen Z also tends to reject the
gender binary while clothes shopping,
with just 44% of those questioned
always buying clothes designed for
their own gender.
As this generation matures, and its
spending power increases, companies
have to ensure their marketing
messages reflect this new era of gender
e
“Gen Z goes beyond gender binaries in new
Innovation Group data,” www.jwtintelligence.
com/2016/03/gen-z-goes-beyond-gender-
binaries-in-new-innovation-group-data/
fluidity. It’s not good enough to simply
focus on gender equality anymore: the
next generation of consumers are after
gender neutrality.
Dig Deeper
Most gender identifiers are shallow
representations of who a person is,
and companies are taking note. Brands
need to associate themselves with
beliefs, passions and hobbies that have
nothing to do with whether the target
consumer identifies as a man, woman
or gender non-binary.
For example, the Sims 4 game,
created by EA, recently introduced
more options when creating characters.
In addition to male and female
characters, players can create gender-
fluid characters and give female and
male accessories and clothing to
avatars of the opposite gender.
But what does this mean for the
beauty industry?

a
Hanna Furness, “BIC ridiculed over
‘comfortable’ pink pens for women,”
www.telegraph.co.uk/news/newstopics/
howaboutthat/9503359/BIC-ridiculed-over-
comfortable-pink-pens-for-women.html
b
“Is gender-neutral branding the future?”;
www.dacgroup.com/en-gb/blog/gender-neutral-
branding-future/
c
“Kleenex drops Mansize branding after
complaints,” www.theguardian.com/uk-
news/2018/oct/18/kleenex-drops-mansize-
branding-from-tissue-boxes-after-complaints-
sexism
d
Miranda Aldersley, “Waitrose is forced to rename
‘sexist sandwich’ in its Heston Blumenthal
range known as the Gentleman’s Roll after
campaigners slammed it on Twitter,” www.
dailymail.co.uk/news/article-6287773/Waitrose-
forced-rename-sexist-sandwich-known- With Almighty client Good Science Beauty, we’ve focused on ensuring the brand
Gentlemans-Roll.html communicates its scientific credentials instead of any gender-specific benefits.

www.gcimagazine.com Gender-fluid Brand Design   29

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 GENDER-FLUID BRAND DESIGN
Celebrating Efficacy &
Individuality
With Almighty client Good Science
Beauty, we’ve focused on ensuring
the brand communicates its scientific
credentials instead of any gender-
specific benefits.
The look is inspired by
pharmaceutical packaging. This reflects
the brand’s willingness to engage with
customers about the actual technology,
rather than patronizing them with
empty or over-inflated claims.
The tone of voice for the Good
Science Beauty brand was key. This
is a brand that never encourages
unrealistic ideals but instead celebrates
individuality.
The emphasis is on what the product
can do for the user. It’s a point of view
we summed up in the tagline: “In sync
with you.”
Intimacy without Voyeurism
This focus on individuality
follows through into the styling of
photography. There are some obvious
decisions that we made here, like
choosing a diverse group of models in
terms of age and ethnicity.
But more than that, we made sure
models had a natural look, verging on
androgynous, and they’re never posing
in an overtly sexualized way. Close
The new Al!ve range, which recently launched in leading U.K. store Sainsbury’s, is aimed at
both men and women.
30    
Global Cosmetic Industry | May 2019
GCI1905_Horton_irv.indd 30
Color is hugely important. It’s
here where brands so often
make blunders, reinforcing
outdated clichés; getting it
right opens up your market.
crops make the shots intimate without
being voyeuristic.
Lifestyle Over Gender
Similarly, the new Al!ve range,
which recently launched in leading
U.K. store Sainsbury’s, is aimed
at both men and women. The
proposition here is around active
beauty, a gender-neutral idea focused
on lifestyle and mindset.
We therefore created a design that is
suitably punchy, with stark bold type
and high color. We took care to avoid
monochrome or dark tones so often
used for products for men, or softer
shades or illustrative elements so often
used for products for women.
Color is hugely important. It’s here
where brands so often make blunders,
reinforcing outdated clichés; getting it
right opens up your market.
Expanding the Boundaries
In many ways, going beyond
gender as a defining characteristic is a
liberating and refreshing way to start
the branding process. It expands the
boundaries.
Instead of being defined by
stereotypes, thinking about a product
from a completely gender-neutral
starting point enables us to think
about other more interesting attributes
relevant to a target market, from where
they like to travel to what they like
to eat to where they stand on climate
change and so on.
For many brands, the trend for
gender-fluid marketing is still an
untapped opportunity to forge better
connections with young people today.
Gone are the days when humanity was
divided into two buckets. And that can
only be a good thing. n
MATT BURKE is the creative
director at Almighty (www.almightybrands.
co.uk ), a U.K.-based branding studio.
4/18/19 3:25 PM
 DISCOVER HCP’S DAZZLING
TRENDS FOR SPRING SUMMER 20
B E A U T IIFFU
BE FUL P
PAACKA
AGG IN
N G & DE
D EC
COO RA
R T I ON
O N S OL
OLUUTT IO
ONS FO
ORR C OL
OLOR
O R C OS
OR OS
SMM E TTII CS
CS, S
SKK IN
N CA
CARREE & F R AGR
A GR
G A N CE
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JAV ITS CEN TER | B OOTH A 12

1 5-16 MAY 2019

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 DESIGNING
DISTINCTIVENESS
How beauty brands can stand out in a sea of sameness.

| BY NICK VAUS, Free the Birds

facebook.com/gcimagazine Global Cosmetic Industry @globalcosmeticindustry @GCI_Magazine

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“Find out who you are and do it on
purpose.”
W
ords to live by from
Dolly Parton. Proudly
larger than life, her
over-the-top style is
matched only by her
commitment to career and philanthropy
(her children’s literacy project recently
sent out its 100 millionth free book).
But what does this have to do with the
beauty industry?
It’s about standing out from the
crowd. There are plenty of talented
singer-songwriters, plenty of larger-
than-life blondes, plenty of humorous,
wise women, plenty of philanthropists.
www.gcimagazine.com Designing Distinctiveness  33
GCI1905_Vaus_FreetheBirds_fcx.indd 33
But there’s only one Dolly, combining
them all into one irresistible package.
And that’s precisely what great brand
design needs to deliver today: an utterly
distinctive package in the broadest
possible sense. Gone are the days when
some pretty packaging and occasional
print ads cut the mustard.
Unfortunately, looking at the typical
crowded drugstore beauty shelf in
2019, we find a sea of black, white and
pink, with a dash of silver and gold.
Even the most tactile of velvet-touch
lipstick bullets with a satisfyingly heavy
click is virtually indistinguishable
among hundreds of thumbnail images.
In order to be truly distinctive,
beauty brand design has to stand out
in every single channel. That means
Finding a distinct color palette is essential, and
brands that deliberately push against category
codes have huge success in catching the eye.
brands considering exactly how they
look, feel, sound, smell and behave, in
an utterly consistent way.
Know Who You Are
The starting point has to be a distinct
and relevant brand purpose that runs
like silver thread through everything
else. Dolly knows exactly what she’s
about; her beauty line would be glitzy,
out there and effective—certainly not
monochrome, aloof or overly green.
Examining and reexamining brand
statements is a must. For example,
Glossier’s “skin first, makeup second”
is a clear statement of intent. Even the
new high-impact Glossier Play reflects
this DNA as a “brand of dialed-up
beauty extras.” By contrast, many legacy
4/18/19 3:27 PM
 DESIGNING DISTINCTIVENESS
beauty brands have lost any meaningful
sense of purpose. For instance, Max
Factor’s “Makeup for Makeup Artists” is
simply no longer true.
Develop a Voice
It’s important to know what you want
to say and how you say it. A distinctive
tone brings a brand to life. A fantastic
example is Pat McGrath Labs. The
brand founder has been nicknamed
“mother” by the supermodels she
works with due to her vast knowledge
and warm nature. Therefore, when
consumers subscribe to the brand’s
newsletter there’s no bland “thank you
for subscribing.” Instead, shoppers get:
“You signed up. Mother’s wrecked. Pat
sends her love and your discount code.”
The advent of voice search and
digital assistants means this needs to
be taken to the next level, with serious
thought required regarding sonic
identity. We know that listening to
something really gets under the skin,
which is how consumer decisions are
made. Therefore, it’s critical to consider
what a brand should sound like. Is it a
he/she/zie? Does it sound different in
different places? What music reflects
its character?
Standout Design
Finding a distinct color palette is
essential, and brands that deliberately
push against category codes have huge
success in catching the eye. Glossier’s
pale pink was almost shocking when it
originally launched, and has since been
joined by a slew of copycats. Similarly,
Asarai’s bright block yellow jumps off
any page, screen or shelf. In men’s
wellness, Hims goes against every rule
of men’s branding with pale pink and
Unique designs can unleash a sustainability story.
For example, Myro’s refillable, beveled deodorant
pack looks fantastic and uses 50% less plastic than
conventional deodorant.
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In men’s wellness, Hims goes against every rule of men’s branding with curved lettering and
color schemes miles away from the harsh gray and black of its category.
curved lettering miles away from the
harsh gray and black of its category.
Twenty years ago, bespoke packs
were standard, but with the global
recession and increased competition
on the market, investment in unique
structures has been squeezed. But
the simple fact of the matter is that
standout structure has never been
more important—Fenty’s hexagonal
shape and The One by Frederic Fekkai
spring to mind. Distinctive formats can
have a similar impact. For instance,
Trinny London’s informal, yet high-end
makeup stacks pop against traditional
luxury brands’ compacts and bullets.
Unique designs can also unleash
a sustainability story. For example,
Myro’s refillable, beveled deodorant
pack looks fantastic and uses 50% less
plastic than conventional deodorant.
Understandably, we often hear
brands can’t afford to change their
packaging, but something that can be
done is to pilot and experiment with
limited editions to see what’s possible—
whether that’s collaborations, revisiting
heritage packaging or exploring new
sustainable packs. Having personally
queued up at Harrods for a limited
edition of the classic British condiment
HP Sauce designed by Paul Smith, I
can testify to the excitement factor in
something quirky and rare!
Of course this must be carefully
considered in order to avoid being
hackneyed, irrelevant or just plain
rubbish, but true partnerships and
format and structure innovations can
reinvigorate and maintain consumer
excitement.
Strength in Simplicity
The retail approach of brand
blocking—taking more and more
room up on the shelf—has created
sprawling product ranges. Every new
hero ingredient, every new format,
every possible price level is often
bolted on without much thought given
to whether it’s relevant to the brand.
Today, it’s far better to clean house,
have simpler shelves with fewer SKUs
and interactive, informative point-of-
sale designs that help the consumer
navigate to what they actually need.
Challenger brands win through their
offer’s simplicity. Even at a $1-billion-
plus valuation, Glossier has just 14
products in skin care, compared to
34 and 35 for Burt’s Bees and Aveeno,
respectively.
World-building Experiences
The most magical quality of new
indie brands is their ability to create
immersive worlds. Goop and Glossier
don’t just have a look and feel, they also
have a lifestyle, a fashion, a fragrance
and even food attached to them. Pop-
ups and retail experiences are essential
to this, but also multichannel content
creation and partnerships that reflect
and amplify their brand. For example,
4/18/19 3:27 PM
 Lush creates documentaries and activist
conferences on key social issues.
Quite often the product is the last
piece of the puzzle; it’s not about selling
but instead engaging in conversations.
This is something that Chanel has
clearly noted with its Atelier Beauté
beauty playground in Manhattan, where
buying is less important than trying.
Big brands try to tap into this
concept via celebrities and influencers,
vicariously promoting a lifestyle that
may bear very little resemblance to
the brand promise or experience in-
store. Instagram clicks mean little if
the influencer will do a sponsored post
for anyone. It’s just a different sea of
sameness. And that won’t be enough in
the long run.
www.gcimagazine.com Designing Distinctiveness  35
GCI1905_Vaus_FreetheBirds_fcx.indd 35
Cars vs Faster Horses
Being a distinctive brand means
thinking and behaving differently and
always trying to deliver more to an
increasingly demanding consumer.
This will never be achieved by going to
the research. As Henry Ford said, “If
I had asked people what they wanted,
they would have said faster horses.”
The same is true in branding. If
you’d asked male consumers what
they thought about a pale pink, curvy
brand making jokes about erectile
dysfunction, hair loss and skin aging,
the answer would probably be: “no
thanks.” That is the advantage of a
challenger brand: they’re allowed to
step outside the norm and go with their
insight and creativity.
Only time will tell if the big beauty
companies have the appetite and
bravery to rethink their business
as usual and really ask themselves
whether they know who they are and if
they are truly doing it on purpose. n
NICK VAUS is the creative director
and a partner at Free the Birds (www.
freethebirds.com; Twitter: @freethebirdsLDN),
a London-based independent branding,
design and communications agency that
passionately believes in uncovering ugly
truths and delivering strategic work through beautiful thinking.
Its clients include Coty, P&G, Bayer, Lindt and Nestlé. To reach
Vaus and the organization, email joanne@freethebirds.com
4/18/19 3:27 PM
 Lo
liv
po
be
cle
fus

facebook.com/gcimagazine Global Cosmetic Industry @globalcosmeticindustry @GCI_Magazine

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Looking at the practicalities of all consumers’
lives—the need to dip into beauty at different
points in the day such last-minute meetings,
before the school run or after the gym—it’s
clear that products need to be of minimal
fuss and of maximum effectiveness.
www.gcimagazine.com 3 Ways to Capture the Casual Beauty Consumer   37
GCI1905_Jones_FreetheBirds_fcx.indd 37
3 WAYS TO
CAPTURE THE
CASUAL BEAUTY
CONSUMER
Infrequent beauty shoppers represent
a massive market opportunity.
| BY SARA JONES, Free the Birds
W
ho’s catering
to the casual
consumers of
beauty?
It’s easy to
forget, with all
the noise about 10-step Korean skin
care routines and contouring, that the
majority of women are fair-weather
beauty consumers. Beauty subscription
box Birchbox’s research found that
around 75% of women are what
they call “beauty casuals,” with the
remaining “beauty junkies” typically
spending at least four times more on
products per yeara.
Research carried by Ipsos for Sally
Hansen found that 54% of U.S. women
surveyed wore makeup less than twice
a week; 17% never wear it at allb.
a
“Birchbox CEO on the evolution of the
disruptive beauty brand”; https://nrf.com/blog/
birchbox-ceo-evolution-disruptive-beauty-brand
b
“Sally Hansen Polling Study”; https://
www.ipsos.com/sites/default/files/ct/news/
documents/2017-11/COTY-Sally-Hansen-
Topline-2017-11-20-v1.pdf
This matches the conventional 80/20
marketing wisdom that the top 20% of
consumers make up 80% of category
spend. So all that beauty social media
chatter talking about the millions of
beauty SKUs available? A lot of people
are simply not joining in.
What Birchbox also discovered,
however, was when it focused on
attracting and engaging the casual
beauty consumer with education and
special offers, these shoppers doubled
their beauty product spend in less than
a year, trading up to higher-priced
brands. These consumers can present a
truly lucrative prospect for brands.
Designing Brands for the
Casual Consumer
Even as a seasoned beauty junkie
myself, the amount of available
product choice can be overwhelming,
not to mention the fact that, as a busy
working mother, there’s no time to be
pondering an hour-long routine in the
morning—I need to look good, fast.
So, for someone who’s never been into
4/18/19 3:29 PM
 3 WAYS TO CAPTURE THE CASUAL BEAUTY CONSUMER

beauty at all, imagine how incredibly

daunting it all feels!
Looking at the practicalities of all
consumers’ lives—the need to dip into
beauty at different points in the day
such last-minute meetings, before the
school run or after the gym—it’s clear
that products need to be of minimal
fuss and of maximum effectiveness.
Recent figures from Mintel’s “U.S.
Ingredients and Format Trends” report
bears this out: the skin care formats
U.S. female skin care users are most
likely to have tried or be interested in
trying are on-the-go products, such as
exfoliating wipes (81%).
How can brands make beauty more
accessible and user-friendly to those
who find the “beauty junkie” approach
too full-on and want products to work
for their busy, complex lifestyles? And
which brands are already hitting it out
the park? Female skin care users ranked simple usage instructions (58%) and short ingredient lists (53%) as the most
important packaging features.

1. Multifunctional Magic
They say there’s nothing new under
the sun in beauty, and that’s certainly
true when it comes to multipurpose
beauty products. Dr. Bronner’s Pure-
Castile soaps claim eight cleaning
uses: “face, body, hair, food & pets, the
dishes, laundry or mop.” But there’s a
new generation of products emerging
that actively work to reduce the stages
and length of beauty routines, without
compromising on efficacy. This is
about going beyond multipurpose:
not simply cleansing or moisturizing
or colorizing, but actively performing
multiple functions.
Multifunctional magic: Glamglow’s GlowPowder
Hyaluronic Acid-Infused Glow Palette hydrates as it
shades, bronzes, highlights and contours.
In color cosmetics, in addition to a recognized styling product in its
BB, CC and DD creams, which offer own right: volume, texture and even
coverage, perfecting, UV-protecting and hold. Purelogy’s Colour Fanatic Multi-
even anti-aging benefits, other products Tasking Hair Beautifier promises
are working harder too. Glamglow’s 21 benefits, including conditioning,
GlowPowder Hyaluronic Acid-Infused instant detangling, heat protection and
Glow Palette hydrates as it shades, breakage reduction.
bronzes, highlights and contours. Sally
Hansen’s Color Therapy is an intensive 2. Fabulous Formats
nail treatment combined with nail
color and Giorgio Armani’s Eye & Whether it’s the dressing table,
Brow Maestro eye lines, shadows and bathroom or in someone’s purse or
sorts brows. gym bag, no casual
In skin care, queen of easy glamour, beauty consumer (or
Charlotte Tilbury’s Multi-Miracle Glow anyone on-the-go, for
is a cleanser, mask and balm that can that matter) wants to
moisturize, cleanse and revitalize, as have a giant kit—not
well as give gloss to the body and face. just the literal number
Lixir’s Universal Emulsion is a day of bottles, but also
cream, night cream and priming serum applicators and tools.
with UV shield, and Farsáli’s Unicorn Mintel’s research
Essence is an antioxidant serum and cited previously
primer in one. found that about 30%
In hair, dry shampoos have been of female skin care
reinvented by reducing white residue,
catering to more hair colors and Fabulous formats: VO5 has
adding styling functionality. Hair launched the Style Edit Flyaway
Touch-up Wand, a hair serum
by Sam McKnight’s Lazy Girl Dry in a mascara-type bottle.
Shampoo absorbs excess oil and is

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 FRAGRANCE CREATION FROM THE SOURCE

GCI_Full Page ad.indd 1 4/10/18 10:20 AM

 3 WAYS TO CAPTURE THE CASUAL BEAUTY CONSUMER

PROBLEM-SOLVING PACKAGING
Casual beauty consumers and beauty junkies alike are drawn to packaging
concepts that address challenges and maximize ease-of-use. What follows is
a roundup of recent innovations that simplify consumers’ lives.

Texen has designed mascara packaging featuring a

twisted 360-degree brush, which has a folding wand
that bends mechanically up to 90 degrees. The
design is meant to offer the best application angle
and features a patented brush and silicone wiper.

Olive & June has introduced The

Poppy, a universal nail polish bottle
handle meant to make at-home
nail polish application more user-
The single-use Pocket Palette comprises black mascara friendly. According to the company,
with a wand, pink dual-purpose lip/cheek color, and BB The Poppy can be secured to the
cream or foundation in one of four shades, from light to top of any nail polish for “a comfy
dark, according to the company. Designed by Identipak, the grip, more control and even, steady
palette is ideal for on-the-go use and travel, and is sold in strokes.” Retailing for $16, the
packs of three or 10 ($11.99-34.99). The Pocket Palette handle is travel-friendly, easy to
retails on https://thepocketpalette.com and Amazon.com. clean and provides a comfortable
and controlled grip.

Grace Beauty offers a “selection of beauty product

Essentia Beauty has created two designs for convenience. The Palette on-the-
go comprises customizable design, size and finishing and can be developed
for all-over, eye and face makeup. A refillable version is available. The Elfin
Mix & Match makeup set maximizes on-the-go convenience with a system of
interlocking components.
add-ons designed to make products more accessible
and a platform for you to share your beauty story,”
according to the brand. Its innovations include The
Safe Grip, a rubber grip that provides a wide-angled
grip and better control for users.

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 users were prepared to pay more for
products with built-in applicators or
multi-use packaging containing several
products. To meet this need, beauty
brands must actively look to make
products either applicator-free or easier.
Cross-innovation in formats between
categories can prove a particularly rich
source of inspiration.
Built-in applicators are a mainstay of
color cosmetics, but increasingly other
categories are starting to incorporate
them. Yes To Cotton Anti-Pollution
Oxygenated Foaming Cleanser solves
the problem by incorporating a built-
in cleanser brush that helps to deep
clean, exfoliate and massage, as does
Tan Luxe Instant Hero Illuminating
Skin Perfector, with its built-in sponge
applicator. VO5 has also recently
released a hair serum in a mascara-
type bottle.
Sticks and pencils have been around
forever, but today’s generation of
products elevate them to the next
level. Nudestix has all types of makeup
in pencil form, housed neatly in a
waterproof, stylish tin. Skin care
is now taking up the solid baton,
with Milk Makeup at the vanguard,
boasting a full skin care routine in stick
format—Matcha Cleanser and toner,
Watermelon serum, and Cooling Water
de-puffing eye treatment. And mass is
catching up, as with Olay’s Glow Boost
White Charcoal Face Mask stick. Even
hair care is getting in on the action,
including R+Co’s Dart pomade stick.
Wipes also prove effective away
from facial skin care. New brands
like GoodWipes and Recess offer
biodegradable, natural on-the-go
Charlotte Tilbury’s Multi-Miracle Glow is a cleanser,
mask and balm that can moisturize, cleanse and
revitalize, as well as give gloss to the body and face.
www.gcimagazine.com 3 Ways to Capture the Casual Beauty Consumer   41
GCI1905_Jones_FreetheBirds_fcx.indd 41
products for intimate cleansing. Ouai
uses the sheet format for its portable
Anti-Frizz Hair Sheets. This format
also looks like a rich opportunity
for further functional consideration,
particularly moisturization.
Other casual-beauty-friendly format
innovations include the Jo Loves!
perfume paintbrush and Trinny
London’s interchangeable, stacking face
makeup products for finger application.
Finally, miniaturization offers an easy
entry point for a less confident beauty
consumer, meaning they are less likely
to sit unused at home. A whole host of
brands is now making dedicated full-
size miniatures for sale, from skin care
brands like La Mer and La Prairie to
lipsticks and palettes from MAC, Urban
Decay and Huda Beauty.
3. Simple Clarity
Simpler is almost always better: this
might be the hardest design mission
for legacy beauty brands to take on
board. People generally are confused
by jargon, ingredient names and
generally overwhelmed by complexity.
If even I stare at INCI lists baffled,
a casual beauty consumer will walk
away entirely.
Mintel’s research backs this up:
female skin care users ranked simple
usage instructions (58%) and short
ingredient lists (53%) as the most
important packaging features. If it
ever was suitable to have boswellox
as a feature on the label, it certainly
isn’t now. Sarah Brown of Pai Skincare
tells it like it is: “That means listing
ingredients in plain English, not using
pseudoscience to describe products,
generally presenting things as they are,
warts and all.”
Hear, hear. n
SARA JONES (joanne@freethebirds.
com) is a partner at Free the Birds
(www.freethebirds.com), the brand
communication and design agency
formerly known as DewGibbons+Partners.
Now 21 years old, its clients include
Bayer, Coty, Davidoff, Lindt, Nestlé and P&G. Its boutique,
tailored approach is built on curiosity, flexibility and smart
design thinking which elevates compassionate brands.
4/18/19 3:29 PM
 HIGH-TOUCH
PACKAGING
What makes consumers want to reach out and grab your brand?

| BY LISA DOYLE

Product packaging holds more sway on a

shopper’s decision to buy than endorsements
from influencers and celebrities.

facebook.com/gcimagazine Global Cosmetic Industry @globalcosmeticindustry @GCI_Magazine

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 W ith so much
marketing taking
place in the digital
arena, it can often
seem like that’s
the best (or only) place to invest
your branding dollars. Earlier this
year a, however, Karen Wolfe, vice
president, client consulting, Nielsen,
noted that 80% of U.S. prestige beauty
sales are happening in the physical
retail channel. In fact, physical retail
achieved dollar sales increases in each
of the last three years (2016-2018).
Therefore, both the visual and tangible
elements of packaging continue to
make a key difference in consumers’
product-buying decisions.
According to the Yotpo Direct-to-
Consumer Beauty Trends Report 2019 b,
surveying U.S. and U.K. women, a
brand’s product packaging holds more
sway on a shopper’s decision to buy
than endorsements from influencers
and celebrities; not only that,
a
“Beauty 2018-2020: Don’t Fear the Disruption,”
www.gcimagazine.com/marketstrends/regions/
northamerica/Beauty-2018-2020-Dont-Fear-the-
Disruption-505558911.html
b
www.yotpo.com/d2c-beauty-report/
Seed Phytonutrients’ water-resistant paper bottle
can withstand weeks inside the shower, bolstered
by a thin extrusion blow-molded liner; it also clearly
looks eco-friendly.
www.gcimagazine.com High-touch Packaging  43
GCI1905_Doyle_fcx.indd 43
packaging also edges out the effects of
a brand’s social media accounts.
And, it’s not only what the package
looks like that can help your products
cut through the noise—it’s also how it
feels in-hand and the little details that
accompany its usage that strengthen
the overall feeling your brand evokes.
“The reality is that consumers today,
in every category, have unlimited
choices, and there’s not a facet of
differentiation not available to a
consumer,” says Julie Corbett, CEO
of Ecologic Brands, a California-
based packaging company focused on
sustainability.
That’s why it’s more important than
ever to make sure your packaging and
brand align.
... there’s not
a facet of
differentiation
not available to
a consumer ...
Making Sustainable
Innovation Obvious
It’s not good enough to be
sustainable—green innovation should
clearly look and feel eco-friendly. When
L’Oréal startup Seed Phytonutrients
was looking for a packaging
supplier that could incorporate its
environmentally responsible brand
values, the beauty giant had to look
no further than Ecologic Brands. The
supplier had launched its first paper
bottle with Seventh Generation’s
laundry detergent in 2011, and Seed
Phytonutrients adapted the design into
its new lines for hair, skin and body.
The Nicki Minaj Queen fragrance embraces excess
to full-heartedly evoke the celebrity’s ethos.
The two companies worked together
to develop a bottle that could showcase
their commitment to sustainability by
leveraging post-consumer materials
coming out of the waste stream. The
result was a strong, water-resistant
paper bottle that can withstand weeks
inside the shower, bolstered by a thin
extrusion blow-molded liner.
“It’s not just a paper bottle … it’s
made of recycled paper and recycled
cardboard, so that is huge,” explains
Corbett. “The shell is compostable
as well.”
The bottle is fully functional for
all practical uses and as sustainably
sourced as the Seed Phytonutrients
product inside—facets which are
completely apparent to consumers
when the packaging is viewed on the
shelf or held in-hand.
“The consumer wants to buy
products made of recycled materials,
but it’s not always obvious,” says
Corbett. “If you walk down the aisle
and it looks like it is made of natural
components, you can assume that
what’s inside likely will be as well.
And, from an intuitive level, paper just
feels much more organic and natural.
Everyone knows what plastic feels like,
but there’s something about paper and
the tactile component to it.”
4/18/19 3:30 PM
 HIGH-TOUCH PACKAGING
Luxury Signaling
Luxury skin and cosmetics brand
Sothys Paris has always been known
for its commitment to excellence in
prestige beauty. The brand collaborated
with Texen Beauty Partners on two
elegant square compacts: a smaller
version for brow products and a larger
one for the face. Both designs are made
from mass-dyed ABS with a matte
lacquer, and the lids feature the iconic
Sothys medallion.
The magnetic closure, however, is
what truly differentiates the package.
Upon opening the compact and
feeling the pull of the closure, the
user instantly knows the package is
of higher-quality than that of most
The Candy Puff Powder blusher features a cap that
opens like a tiny hatbox; it’s cute, sweet and fun,
right on target for the brand.
44    
Global Cosmetic Industry | May 2019
GCI1905_Doyle_fcx.indd 44
brands—and can be assured that the
cosmetics inside are as well.
Packaging that is Just …
Extra
In February of this year, hip-hop
star Nicki Minaj joined the ranks of
celebrities with their own signature
scent when she partnered with Luxe
Brands to create her limited edition
Queen fragrance, a reference to her
2018 platinum-selling album and
a nod to endorsement deals with
luxury brands, including Mercedes
Benz and Diesel.
It’s no surprise that the fragrance’s
package also exudes luxury, sensuality
and power. The satin-smooth
secondary packaging features raised
gold script and a design evoking an
Ancient Egyptian collar necklace worn
by a queen; inside, the gold-colored
bottle is reminiscent of a pharaoh bust
in the image of Minaj herself. The
pharaonic headpiece that adorns the
bottle is removable and is meant for
the consumer to wear as a bracelet—a
constant tactile reminder of the
attributes of the Nicki Minaj brand.
Packaging That’s an
Experience
Europe’s Douglas-Nocibé is
among the continent’s top beauty
destinations thanks to its trendy,
The magnetic closures for two elegant Sothys Paris
square compacts signal high quality to the shopper.
accessible cosmetics. So, for its
limited edition Candy Puff Powder
blusher, Texen Beauty partners
created a package that was just as fun
as the name and concept.
The blusher features a standard
pack injected in matte plastic and a
hidden sponge applicator in the base,
but the package’s key design attribute
is its cap. The user opens the package,
reminiscent of a tiny hatbox, by pulling
on a miniature ribbon in the cap,
made in the exact same shade as the
powder itself. The overall effect of the
package—and the act of using it—is
cute, sweet and fun. In other words, it’s
right on target for the brand. n
LISA DOYLE was formerly the
associate editor of Global Cosmetic
Industry and is a freelance writer in the
Chicago area. Her work has also appeared
in Skin Inc., Salon Today, Modern Salon,
Master Barber and Writer’s Digest.
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GCI_full page ad.indd 1 4/15/19 5:36 PM
 REIMAGINING
PACKAGING DESIGN
FOR BEAUTY
How new technologies, sustainability, speed-to-market, unique designs and
customization are reshaping the look and feel of beauty brands.

Suppliers are pushing the envelope with new design parameters and category-disrupting concepts.

facebook.com/gcimagazine Global Cosmetic Industry @globalcosmeticindustry @GCI_Magazine

Reproduction in English or any other language of all or part of this article is strictly prohibited. © 2019 Allured Business Media. 
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 R
ecent packaging- and
manufacturing-focused
events—including Luxe
Pack/MakeUp in LA and
Cosmoprof Bologna—
shed light on the rapidly changing
innovation and supply chain landscape.
Turnkey Services Expand for
Indies & Speed-to-Market
The number of companies offering
low minimums, quick turnarounds
and enhanced turnkey services has
expanded greatly in the last few years,
reflecting the rise of indies and overall
speed-to-market boom.
During Luxe Pack LA, Identipak
presented a range of new capabilities
and sample packaging, including its
newly unveiled Holographic Cold Foil
finishes. The finishes can be printed
on various films, and provide a shiny,
high-end finish to sampling solutions.
Meanwhile, Identipak has expanded
its capacity for secondary packaging
services, as well as die-cut sachets,
bottles and tubes. (Turn to Page 40 to
see Identipak’s work for The Pocket
Palette, a unique on-the-go design.)
Online Product Configuration
& Expanded Manufacturing
Geka recently unveiled its Online
Product Configurator (www.geka-
world.com), which allows brands and
packaging teams to create virtual
mascara product designs by leveraging
aesthetic, functional and performance
metrics via a mobile-friendly interface.
The system’s integrated search engine
offers users selections of bottles,
caps and brushes, paired with added
design elements, including brand
logos, colors, decorative effects and
artwork. Existing customers can
match their current packaging with
new components to save time. The
resulting design can be shared among
teams for review or displayed via
augmented reality, allowing users to
see how their designs will stand out
on-shelf.
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During Luxe Pack/MakeUp in LA, Identipak presented a range of new capabilities and sampling packaging.
Geka claims the configurator will
help brands move to market faster
by streamlining the design, review
and sourcing process. The company
plans to add additional functionality
in the future for categories such as
eyeliners and lip glosses. It will also
apply learnings from the behaviors of
its customers to better understand the
design and sourcing process.
Looking ahead, the company will
allow North American customers to
speed up their timelines by offering
product development, production,
decoration and filling units in its Elgin,
Illinois, site, removing time-intensive
shipping from Germany. This includes
the July 1, 2019, opening of the Elgin
bottling plant.
A Growing Turnkey Portfolio
As the indie beauty boom continues
and speed-to-market becomes the
mantra for small and large brands
alike, FusionPKG has expanded its
turnkey services with the acquisition
of Architectural Beauty (AB), a New
Jersey-based formulation, marketing
and turnkey provider. According to
FusionPKG, the acquisition will help
bolster Fusion’s portfolio of formulas
and expand its capabilities to include
marketing and design services.
Lowe explained that the color space
has expanded, particularly in the
face category, where shade ranges
for products such as foundation and
concealer have expanded in response to
the Fenty effect.
Fusion is also adding in skin
care-type ingredients to makeup
formulations for an enhanced
marketing angle. At the same time,
the company continues to draw on
its traditional strength in skin care to
leverage airless packaging for clean
beauty formulations with limited
preservation systems.
Lowe explained that clean beauty
once meant simply removing parabens
from formulations. Today, however,
brands are leveraging the term to
characterize formulations that include
natural preservation systems or which
Special supplement: Read more
about sustainable packaging innovations
and the impact of serialization on Page S2
of the digital edition; access for free at
gcimagazine.com/DE.
4/18/19 3:37 PM
 REIMAGINING PACKAGING DESIGN FOR BEAUTY
eschew talc, silicones and other
conventional materials. That said,
performance remains critical.
Meanwhile, she said, fast-moving
indie clients are speeding to market in
six to nine months, if very aggressive,
and making few modifications to
turnkey formulations. Larger brands,
meanwhile, typically feature more
layers of approval and validation.
Therefore, “fast” for them is relative,
clocking in at as little as 18 months.
Low Minimums
APC has soft-launched color
cosmetics components for masstige
products, including compacts, loose
powders, lipsticks, mascara wands
and eyeshadow pans. The company’s
minimums are 25,000, which is
relatively low, even for an indie brand.
The company is also boosting its
manufacturing sustainability and has
a forthcoming hush-hush sustainable
packaging project forthcoming (more
to come).
Clean Beauty Turnkey
Cosmopak recently presented hemp-
inspired, clean beauty and crystal-
infused product concepts during the
MakeUp in LA show in Santa Monica.
The concepts were designed for direct-
to-consumer brands and influencer
collaborations directed at Gen Z
consumers and included:
Cosmopak has introduced a range of turnkey innovations that tap into
full-spectrum CBD and hemp seed oil for unique textures, geode-infused
formulations, and ethically and sustainably sourced materials.
48
GCI1905_Packaging_Event_Roundup_fcx.indd 48
APC Packaging’s XS series of airless bottles and jars features bold designs, including shining and
reflective diamond-like properties for maximum visual impact (right). The jars are available in 15 ml,
30 ml and 50 ml iterations, while the bottles are available in 30 ml, 50 ml, 100 ml and 120 ml sizes.
APC’s new 40 ml and 50 ml applicator tubes (left), meanwhile, feature flexible silicon and rollerball
tips and an optional built-in vibrating motor to support the application of product.
• Turnkey makeup and skin care available in North America, features
concepts featuring full-spectrum stock packaging, including airless and
CBD and hemp seed oil for unique minis, for fragrance, skin and sun care,
textures. makeup, body care and hair care, as
• Turnkey lip formulas comprising well as samplers for fragrance. Indie
geodes for an energy lift. The brands can order samples directly
formulas were presented in PCR from the company, learn about Aptar’s
packaging to add a sustainable services and browse the company’s
dimension to the concepts. full collection.
• Turnkey formulations created “The Indie Boutique is something the
without ingredients typically entire company stands behind,” says
flagged on no-no lists. The Philippe Erhart, president, beauty and
ingredients comprised ethically and home, North America. “We want every
sustainably sourced materials. brand owner to have accessibility to
high-quality dispensing systems and
A New Indie Boutique be able to provide the same quality
Aptar has unveiled its Indie experience for their consumers.”
Boutique service, which features
5,000-piece minimums and four- Flexible Metallization Effects
week lead times. The online service, for Packaging
Anomatic has unveiled a new flexible
metallization technique for seamless
hinged closures. The result is a metallic
finish that is flexible without flaking,
peeling or delaminating. Brands
can add sparkling finishes on metal
and plastic, using the company’s
technologies, which offer different flake
sizes for various effects.
Anomatic is able to add effects such
as double anodization and screen
print deco. These effects can be
offered to Anomatic’s stock offerings,
which deliver speed to market and
minimums of 20,000 pieces—ideal for
some indie brands.
Anomatic notes that some clients
are looking to get products to market Q
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 Anomatic has unveiled a new flexible metallization technique for seamless hinged closures
that result in a metallic finish that is flexible without flaking, peeling or delaminating.
in less than 10 weeks (on the extreme
end of things), which has led Anomatic
to increase its stock packaging with
decorator techniques in-house.
Anomatic has also introduced
stock anodized aluminum lip balm
packaging solutions that can have a
range of customized effects applied
to both weighted and non-weighted
variants. Effects include debossing,
screen printing, embossing, double
anodizing, hot foil stamping and
gradient anodizing.
Growing West Coast
Operations
WWP has expanded its offerings
of cosmetic packaging components,
plastic tubes and full-service turnkey
solutions with the acquisitions of
Los Angeles-based Cosmetic Design
Group (CDG), which offers turnkey
design, packaging, assembly, displays,
Queenspack now offers a refillable roller design, as well as a range of bottles with water-transfer wood effects.
www.gcimagazine.com Reimagining Packaging Design for Beauty   49
GCI1905_Packaging_Event_Roundup_fcx.indd 49
regulatory and warehousing services,
and Design Quest, which delivers
turnkey packaging solutions. WWP
will merge the organizations in one
location in the area as a new West
Coast base for WWP. (Turn to Page
S5 of the digital edition packaging
supplement.)
Customizable Tubes
Pack-Tubes presented its range of
tubes for personal care, cosmetics
and pharmace­utical applications. The
company has introduced low-count
minimums for customized tubes in
order to service indie brands, as well
as customers working with small
batch projects.
Turnkey for Fragrance and
Skin Care
Silgan Dispensing has introduced
XpresService, a turnkey service for
Shannaz Schopfer, founding general manager
of Cosmetica Innovations USA.
fragrance and skin care. The new
offering will reportedly accelerate lead
times for replenishment orders.
A New California Beauty
Innovation Hub
Cosmetica, the Toronto-based beauty
contract manufacturer, is opening an
innovation hub in Woodland Hills,
California, in 2019. The company
specializes in color cosmetics,
particularly slurries, for categories
such as lipsticks and mascaras, but
has also introduced capabilities that
infuse skin-friendly ingredients such as
squalanes and hyaluronic acid into new
hybrid makeup concepts.
The endeavor is being led by Shannaz
Schopfer, founding general manager of
Cosmetica Innovations USA.
At Cosmetica’s LA Hub, Schopfer and
her team will conceptualize exclusive
products, which will then be prototyped
and tested on-site. The office will also
offer sales and color-matching.
“The West Coast hub brings
Cosmetica services closer to clients,”
said Schopfer. “We are a concierge
service. We offer bespoke resources to
each of our partners [and] we intend
to combine the art and business of
beauty in the LA Hub.”
The new site will focus on clients
such as indie brands and launches
from makeup artists and will feature a
sales office and chemist staff to foster
innovation in Southern California. This
will enable Cosmetica to host clients
4/18/19 3:37 PM
 REIMAGINING PACKAGING DESIGN FOR BEAUTY

to collaborate in-person on shade-

matching and small batching locally.
The goal, according to the company is
to foster speed-to-market.

Packaging Design: Pushing

the Limits
Geka has introduced its Kiss the
Nature collection—a mascara, eyebrow
product, eyeliner, lip gloss and liquid
highlighter, plus a makeup bag and
two skin care products—comprising
sustainable packaging materials and
laser decoration technology, which
create a sense of organic surfaces.
• The mascara features the bi-
injected BrilliantEyes brush
that leverages Geka’s Sandwich
technology to produce a stable
brush core and flexible, soft bristles
in a curved design that “coats every
lash in an instant,” according to the
company. The packaging features
a 360-degree wood optic achieved
with laser technology.
• The travel-sized BrowPerformer
brush is made of the bio-based
GreenLine fiber, consisting of 100%
renewable raw material from the
castor oil plant. The tiny brush
Geka’s Kiss the Nature collection of packs and applicators.
diameter allows for exact application
and accurate shaping, filling and
defining of the brow contour. The
pointed tip facilitates accentuating
of the brow shape. The packaging’s
birch design was achieved with a
laser 3D haptic effect.
• The liquid eyeliner is housed
in the DefinitionLiner, which
features a soft precision applicator
and packaging that can include
embossed structures on the cap and
debossed patterns on the bottle.
• The LipstickApplicator can be
paired with a formula based on
natural castor oil, natural beeswax
and vitamin E. The design’s
ergonomic shape reportedly
distributes product evenly to the
lips for streak-free results. The
packaging features a shimmering
hot foil printing in earthy shades
on the heavy-walled, four-edged
bottle. The cap is decorated via
laser technology to resemble dry,
cracked desert soil.
• The liquid highlighter’s applicator
is flattened on the sides to offer
precise definition for the inner eye
corners, cheeks and under the brow
bones. The packaging features a
coral color created with a laser-
rendered haptic 3D effect.
• The collection’s skin care products
include a mini dual-ended facial
brush made of 25% recycled
wheat straw, and an aloe vera
konjac sponge for massaging and
moisturizing the body.
• The makeup bag, comprising
recycled plastic, is reportedly vegan
and biodegradable and contains no
PVC, azo colors or phthalates.
Blingy Brushes
Taiki, well known for its expanding
range of mask technologies, has
introduced a line of decorative brushes

Asquan Group recently won the Skin Care Packaging

Technology category at Cosmopack 2019 with its
NFC Smart Packaging Technology, which can be
used for consumer engagement, product tracking
and brand protection. Capabilities include interac-
tive campaigns to share trend tips and tutorials,
refill offers, repurchase discounts and promotions
of other brand offerings. The packaging comprises
NFC tags that are inserted within packaging during
manufacturing. These packages can be scanned
with a consumer’s phone to provide information or a
brand protection notice. Taiki offers cosmetic brushes with unique decorative finishes.

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 Schwan’s 3D printing technology allows it to offer endless design specifications
with low amounts of waste throughout the fast-prototyping process.

Schwan’s Jumbo Chopstick pencil features a kajal and eyeliner look in

a single design.

featuring handles that can be filled with glitter, pearl or

crystals, as well as molded, shaped, resin, lacquered,
anodized aluminum or wooden handle options. The designs
can include custom textures with metallic and glitter spray
and 360-degree labels. Ferrules can be decorated for an
additional design flair.

3D Design Innovation
Under the banner of its new motto—Tomorrow’s Beauty.
Today.—Schwan presented a range of innovations at
Cosmoprof Bologna that intersected technology, speed-
to-market, sustainability and customized solutions. 3D
printing is at the center of this revolution, offering a
new decorative process for customization for brands of
all sizes that provides fast prototyping, unlimited shape
and geometry specifications, short time-to-market, and
less waste production throughout the process. (Read the
Packaging Supplement on Page S2 of your digital edition
for more eco-friendly designs from Schwan.)

Cruelty-free Brush Innovation

Anisa, which recently opened a new 1,400-square-foot
showroom in Santa Monica, California, has unveiled a trio
of cruelty-free brush collections with unique designs for
optimal makeup application. The collections included the
QD Fiber range, a patent-pending design for concentrated
application of high-impact powder formulas. The brushes
include a four-sided fiber for enhanced pickup and
minimal product fallout/​dusting.
The company’s Diffusion Brush Collection comprises a
dual-fiber brush head with tips that are extended by 50%
for optimized pickup and delivery of a soft, lightweight,

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 REIMAGINING PACKAGING DESIGN FOR BEAUTY

buildable finish. The collection is

inspired by the glassy skin and no
makeup makeup trends and pairs
well with liquid, cream and powder
formulas, according to the company.
The Feathering Brush Collection
includes a design with a laser-cut
ferrule for extra control for light
layering of powder formulas, creating a
soft-focus effect and sheer finish.
The company also showed off a new
trend collection of edgy designs, called
“Life of the Party.”
H
Anisa also recently unveiled its
c
XL Face Brush, comprising seven
oversized brushes that offer coverage
of a large surface area to offer a
diffused finish for the face and
décolleté. The Liquid Touch collection,
meanwhile, mimics fingertip
application with five densely packed,
angled brushes shaped by a 40-degree
laser-cut ferrule.

Anisa recently unveiled a range of cruelty-free brush designs, including on-trend decorative concepts.
Air-tight Design
Pictured are the Neo Chic (upper left) and Lava Lacquer (lower left) handle designs, and the QD Fiber Seacliff Beauty’s recent innovations
(top center), Liquid Touch (top right) and XL Face Brush (bottom right) collections. include the BeautiLock range of

During Luxe Pack/MakeUp in LA, Verescence presented a range of designs featuring luxury
and sustainable elements.
During Luxe Pack/MakeUp in LA, Samhwa presented an airtight stick
that mimicked the format of traditional stick deodorants, but which
can be used for sun and skin care applications.

Seacliff Beauty’s range of airtight packaging allows for less than 1% product weight loss in an
array of beauty products; pictured is the full collection and detail of the range’s jar design.

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 airtight packaging that allows for
less than 1% product weight loss in
products such as gel liners or those
comprising encapsulated waters, which
often face challenges with product
loss and dry-out. The design can be
engineered for products as small as
eyeliners and lipliners, according to
the company, which offers turnkey
solutions. Brands can customize their
own looks around the core technology.

Pushing the Flexible

HCP presented a range of its stock packaging for color cosmetics, including customizable elements and trend
collections to offer design inspiration to beauty brands. Packaging Envelope
The Flexible Packaging Association
(FPA) has announced the first-place
winners of its FPA 2019 Student Flexible
Design Challenge, Maria Brownell and
Melea Burns of University of Wisconsin,
Stout. The students won for their
triangular facial mask/facial moisturizer
design, which contains a facial mask on
one side and a moisturizer on the other,
and which allows consumers to use the
products 3-6 times before discarding,
thereby reducing waste.

Clean Beauty Designs

The Flexible Packaging Association (FPA) awarded the first-place FPA 2019 Student Faber-Castell Cosmetics has
Flexible Design Challenge to Maria Brownell and Melea Burns of University of introduced the Pure Beauty and
Wisconsin, Stout, for their triangular facial mask/facial moisturizer design.
Pure2 Beauty, a combined range of
12 color cosmetic pencils “with high
performance and rich pigments,”
according to the company. These
designs are reportedly formulated
Faber-Castell Cosmetics’ Pure Beauty and Pure2 Beauty range includes a slim wooden without select controversial ingredients,
pencil lipliner in a shade called Cranberry & Coral, as well as a wooden jumbo pencil
including microplastics and silicones,
lipstick in satin and metallic finishes and shades such as Divine Red (pictured).
and are vegan and natural. n

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 SKIN/SUN/ANTI-AGING
La Roche-Posay’s Toleriane Ultra Eye Cream for
Sensitive Skin, Toleriane Ultra Night Face Moisturizer
and Toleriane Ultra Intense Soothing Care Moisturizer
are formulated without ingredients that may cause skin
reactions and irritations, including fragrance, parabens
and drying alcohol. The products are packaged in airtight
packaging to prevent product contamination.
The beaches of the Florida Keys will no longer allow the
use of sunscreens containing oxybenzone and octinoxate.
According to the Miami Herald (www.miamiherald.com),
the Key West, Florida, City Commission banned the sale of
sunscreens that contain these ingredients in the city limits.
The ban, which was instated to protect the only living coral
reef in North America from alleged bleaching, DNA damage
and death, will go into effect on January 1, 2021.
54  Skin/Sun/Anti-aging   Global Cosmetic Industry | May 2019
GCI1905_SkinSunAntiAging_fcx.indd 54
A new digital skin diagnostic tool from L’Oréal and
Modiface provides users with tailor-made diagnostics in
three steps: The user uploads a selfie; the user discovers
their personalized skin aging matrix, skin strengths and
priorities to act on based on an analysis of seven signs of
aging; and the user receives a tailor-made product routine
to address specific skin priorities.
Youth to the People’s Superberry Hydrate + Glow
Dream Mask is meant to hydrate, plump and brighten
while the user sleeps. The vegan mask contains
squalane, hyaluronic acid, glycerin, aloe, antioxidant-rich
superberries—maqui, goji, acai and prickly pear—and
THD ascorbate, a form of vitamin C.
As part of the Clean at Sephora program,
Naturally Serious will use locally-sourced,
reusable, recyclable or compostable packaging
in 40 Sephora locations across the country. The
brand’s new additions will include recyclable
jars and tubes.
4/18/19 3:39 PM
 Rodan + Fields has launched its Spotless and Unblemish
Regimens. The Spotless Regimen is a two-step skin care
system meant to target the entire acne cycle for teens and
young adults. The Unblemish Regimen is a four-step system
formulated to address the adult acne cycle while also fighting
visible signs of aging.

Skintelli, a beta-stage product from EpigenCare Inc.,

is a direct-to-consumer epigenetic test designed to
assess skin qualities. Analyzing a panel of epigenetic
marks, Skintelli profiles current skin quality and
changes over the time via repeatable tests. Consumers
are then matched with products best suited for the
current state of their skin.

Clarins selected the Texen Rose Factory to create the

packaging for its new My Clarins Line. The factory created
a collection of lids for the day care jars and sleep masks in
the range. The injected lid contains two parts that are put
together using inline assembly, which gives the illusion of a
single part.

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 SKIN/SUN/ANTI-AGING

Non Gender Specific’s Everything Cleanser

was formulated without gender in mind. The
cleanser is meant to moisturize and provide
nutrients to the skin, all while unclogging
pores, removing makeup, brightening skin
and preventing acne.

BeautyStat has introduced its Universal

The anti-wrinkle products market is expected to reach
$12.8 billion by 2027, at a CAGR of 5.8%. Future Market
Insights (www.futuremarketinsights.com) found that surging
retail availability of a wide range of anti-wrinkle products,
coupled with a dramatic rise in the number of brands
providing diverse anti-aging products, is projected to play
a significant role in this growth.
C Skin Refiner. The crème/gel product
is formulated with 20% pure vitamin C
(L-ascorbic acid) and a patented encapsulated
delivery system. The product was created to
smooth, hydrate, brighten, retexturize, even
skin tone, and combat fine lines, wrinkles,
dark/sun spots, redness and enlarged pores.

Amazon has introduced a range of 12 skin care products
under its Belei brand, including Micellar Face Wipes, Hydrating
Hyaluronic Acid Serum and Triple-Peptide Eye Cream. The
products are cruelty-free and contain no parabens, phthalates,
sulfates or fragrance. The bottles are composed of PCR resin;
the cartons are fully recyclable.
Thiotaurine (INCI: Thiotaurine), from Shanghai Huiwen Biotech
Corp., creates a protective umbrella for skin microecology to reduce
“polluaging,” or effects of aging due to pollution. The ingredient can
repair cell damage; inhibit haze-induced oxidation of skin; resist
inflammation; and enhance the skin’s barrier function.

JD Jojoba Butter Vegan (INCI: Not Available) from Jojoba Desert

(A.C.S.) can enable silky textures in skin, lip, hair and sun care for vegan
consumers. The vegan butter contains a high concentration of jojoba oil,
is oil-miscible and is free of preservatives and coloring agents. According
to the company, consumers can enjoy a soft, silky feeling as well as
skin moisturi­zation, restoration and regeneration. In addition, jojoba
oil’s unique chemical structure and antioxidant content lend oxidative
stability, resulting in longer shelf life and resistance toward free radicals,
thus proving to be a natural solution for shelf-stability.

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GCI_full page ad.indd 1 4/15/19 5:46 PM
 HAIR
Garnier has unveiled a new tagline: By Garnier, Naturally.
The copy is meant to reflect the brand’s ingredient-focused
hair, color and skin care products, as well as its sustaina­bility
initiatives, including a commitment to 100% post-consumer-
recycled (PCR) waste for shampoo, conditioner and leave-in
conditioner bottles in its Fructis Sleek & Shine collection by
the end of 2019.
JD Beauty Co. has announced a merger with Goody
Products. The former’s brands include WetBrush,
Bio Ionic hair styling tools and Ouidad hair care.
The combined businesses will create a multi-brand,
diversified hair care, accessory, liquid and tool company.
At-home hair color range Josh Wood Colour has
secured funding from Index Ventures. Partner Danny
Rimer will join the board of Josh Would Colour. Other
participants in the $6.5 million round included JamJar
Investments and Venrex.
58  Hair   Global Cosmetic Industry | May 2019
GCI1905_Hair_fcx.indd 58
Definicire (INCI: Jojoba Esters (and) Helianthus Annuus
(Sunflower) Seed Wax (and) Polyglycerin-3) from Gattefossé
is a natural functional ingredient based on function­alized
jojoba and sunflower seed waxes. The ingredient is an active
texturizing agent that recreates the protective lipid layer of the
hair and acts as a natural alternative to silicones.
As part of Kao’s renewed global
sustaina­bility strategy for greener
packaging, Guhl shampoo bottles
now consist of 50% recycled
polyethylene terephthalate (rPET).
The new packaging also saves more
than 520,000 liters of water and 180
metric tons of virgin PET by using rPET.
Additionally, Kao will save more than
770 metric tons of CO2 annually.
Helen of Troy Limited is exploring divestment of its
personal care business, a subset of its beauty segment.
Brands under Helen of Troy’s personal care umbrella
include Pert and Sure. Divesting would allow the
company to focus its resources on leadership brands.
4/18/19 3:40 PM
 MAKEUP

The much-anticipated debut of Glossier

Play, an offshoot of millennial-favorite Glossier,
introduced four color cosmetic products,
including Colorslide, “a technogel eye pencil”; Cherry Pick specializes in tracking engagement and “valuable expressions of
Vinylic Lip, “a high-shine lacquer”; Glitter intent to purchase beauty products” on social media. The company reportedly
Gelée, “a one-step glitter gel”; and Niteshine, tracked engagement such as “I Want This!” and “Need!” and compiled “The
“a highlighter concentrate.” The brand also
Cherry on Top Beauty Report” for February 2019.
launched Blade, an eye pencil sharpener, and
Among the report’s findings were the top claims, benefits and key ingredients
The Detailer, a silicone precision multitool.
currently attracting beauty lovers. The top color cosmetics claims, benefits and
ingredients for February 2019 are:

Blush Foundation
Claim: Paraben-free Claim: Paraben-free
Benefit: Hydrating Benefit: Long-wearing
Key ingredient: BHA Key ingredients: Vitamins
Bronzer Concealer
Claim: Cruelty-free Claim: Paraben-free
Benefit: Waterproof Benefit: Concealing
Key ingredient: Murumuru butter Key ingredient: Vitamins
Eyeshadow Lipstick
Claim: Cruelty-free Claim: Cruelty-free
Benefit: Long-wearing Benefit: Long-wearing
Key ingredient: Squalane Key ingredients: Peptides
Eyebrow Lip Liner
Claim: Clean Claim: Paraben-free
The debut of Fifth City, the exclusive beauty Benefit: Waterproof Benefit: Long-wearing
collection from Saks Off 5th, is part of a larger strategy
Key ingredient: Vitamins Key ingredient: Vitamins
to expand the discount retailer’s exclusive merchandise
assortment. Fifth City’s SKUs—ranging in price from
$4.99 to $60—include 35 products for face, lip and
eye makeup, brushes and accessories.

BASF’s Chione Electric Fuchsia SF90D (INCI: Not Available)

is a bold, metallic-like pink shade for use in vegan and clean
beauty. The pigment, meant for eyeshadow, eyeliner and lip
gloss, is buildable, has a high chroma and is carmine-free.
Formulators can reportedly combine it with traditional cosmetic
colorants and effect pigments.

www.gcimagazine.com Makeup  59

GCI1905_Makeup_fcx.indd 59 4/18/19 3:41 PM

 BATH/BODY/GROOMING/FRAGRANCE

Nicki Minaj’s fragrance, Queen,

features top notes of Asian pear,
bergamot; heart notes of heliotrope;
and base notes of Tonka bean,
praline, musk and woods. The
limited-edition fragrance is currently
exclusive to the rapper’s website
and comes in a 100 ml spray.

Founded by Kristen Bell and Dax Shepard, Hello Bello offers

consumers plant-derived baby products ranging in price from
$1.88 to $23.94, with the majority under $8. Products include
diapers, wipes, shampoo and body wash, bubble bath, baby
lotion, diaper rash cream, hand sanitizer, mineral sunscreen,
bug spray and laundry detergent.

Silgan Dispensing’s turnkey

service, XpresService, is meant
to quickly produce new launches
and replenishment orders for
fragrance and skin care customers.
Additionally, the company’s PCR
packaging solutions include the
SD20C dispensing pump, meant Nest Fragrance has opened its first retail venture at 232
for liquid soap, lotions, soaps, Elizabeth Street in Lower Manhattan. The store offers more
shampoos, etc., and Mark VII Max, than 215 of the brand’s products and will provide limited-
a fine-mist sprayer. edition and specialty products throughout the year, candle
accessories, custom-made gift sets and an exclusive New York
City concierge delivery service.

Maison Margiela’s Replica

fragrance, Under The Lemon Trees,
features top notes of a lime accord,
petitgrain and cardamom; heart
notes of coriander, mate absolute
and tea leaves; and base notes of
cedarwood, cistus absolute and
Fragrance Shop’ Sniffbar allows U.K. consumers to white musks. The fragrance is
consult an expert on fragrance choices while shopping. currently available at Sephora in
Once a consumer has picked a scent, they will receive 10 ml and 100 ml bottles.
a sample at checkout and a full bottle will then be
shipped to the desired location.

60  Bath/Body/Grooming/Fragrance   Global Cosmetic Industry | May 2019

GCI1905_BathBodyGroomFrag_fcx.indd 60 4/18/19 3:41 PM


CareMag D (INCI: Not Available) from Clariant and ICL-Specialty
Minerals is a new functional active ingredient based on marine salts
from the Dead Sea to allow aluminum-free claims while curbing body
odor, even for sensitive skin. The ingredient has a crystalline structure
in order to absorb excess sweat and sebum, thus preventing them
from transforming to malodorous substances.
In partnership with Luigi Bormioli, Coverpla’s Ecoline range
is made up of two lightweight glass bottles—50 ml and 100
ml—as well as two lightweight glass jars—30 ml and 50 ml.
When compared to plastic, blown or pressed glass, the range
reduces the weight of glass by 40% and reduces carbon
dioxide emissions across the supply chain by 60%.

Skin689’s range of skin firming cosmeceu­ticals is meant to

target the skin on arms, neck and décolleté, buttocks and legs.
The company’s proprietary patented ingredients stem from
medical research and target collagen fibers as a root cause.
Skin689 claims its products offer structural firming effects with
continuously increasing results. The Blackout mask from Two L(I)PS is a post-hair-removal
treatment “to detox, soothe, brighten and hydrate the vulva.”
The mask comes with a four-step ritual to support lymphatic
drainage in addition to the skin soothing/​moisturizing activity.
Key ingredients include activated binchotan charcoal, Centella
asiatica and ylang ylang.

Gillette and Twitch, a community for multiplayer entertai­nment,

have announced the “Gillette Gaming Alliance,” which will support
the “Bits for Blades” promotion. The partnership will allow fans to
earn Twitch Bits, virtual good users can send in chat to support
streamers financially, by buying select Gillette products displayed
and discussed by Alliance team members.
Bobbi Brown’s Evolution_​18 range will be available at
1,5000 Walmart locations and on Walmart.​com. Including
Beauty Debloat Tea, Beauty Probiotic and Beauty Collagen
Powder, prices of the 10 products range from $10-$20.

www.gcimagazine.com Bath/Body/Grooming/Fragrance  61

GCI1905_BathBodyGroomFrag_fcx.indd 61 4/18/19 3:41 PM

 PRODUCTS and SERVICES showcase

CONTRACT MANUFACTURING PACKAGING

PRIVATE LABEL

To reserve space
FOLLOW US ON SOCIAL MEDIA in this section, contact
facebook.com/gcimagazine Global Cosmetic Industry
Kim Jednachowski
kjednachowski@allured.com
@globalcosmeticindustry @GCI_Magazine 1-630-344-6054

62   Products and Services Showcase    Global Cosmetic Industry | May 2019

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GCI_full page ad.indd 1 3/19/19 10:22 AM
 AD INDEX
The Advertiser Index is provided as an additional service for readers to obtain information on companies and their products. The publisher assumes no liability for omissions or errors.

PAGE ADVERTISER PHONE WEB SITE

35 ADF & PCD www.adfpcdnewyork.com
17 Anomatic Corp. 1-740-522-2203 www.anomatic.com
C3 Baralan USA 1-718-849-1600 www.baralanusa.com
64 Beauty Accelerate 1-630-653-2155 www.beautyaccelerate.com
1 Cosmetic Group USA, Inc. 1-818-767-2889 www.cosmeticgroupusa.com
C2 Cosmopak USA/Cosmopak Europe 1-516-767-9119 www.cosmopak.com
57 East Hill Industries, Inc. 1-972-367-6060 www.packagingcosmetics.com
5 Grant Industries 1-201-791-8700 www.grantinc.com
31 HCP Packaging 1-203- 924-2708 www.hcpackaging.com
13 HCT Packaging 1-310-260-7680 www.hctpackaging.com
23 ICL, Innovative Cosmetic Labs 1-866-950-1425 www.iclpl.com
21 ICSC - International Cosmetic Science Centre (45) 8622-9986 www.icsc.dk
44 Inoac Packaging Group, Inc. 1-502-348-5159 www.inoacusa.com
C4 JSN Packaging Products, Inc. 1-949-458-0050 www.jsn.com
63 Luxe Pack NY 1-212-213-4353 www.luxepack.com
16 Marchesini Group USA 1-973-575-7445 http://www.marchesini.com
53 McKernan Packaging Clearing House 1-775-356-6111 www.mckernan.com
3 Queens Packaging Co., Ltd 1-714-787-8301 www.queenspack.com
39 Robertet SA 1-201-337-7100 www.robertet.com
41 Spectra Colors Corp. 1-201-997-0606 www.spectracolors.com
55 Sun Deep Cosmetics, Inc. 1-800-985-2228 www.sundeepinc.com
45 Thai Ho Group, Inc. 86-21-67689911 www.thaiho.com
51 Verescence 1-212-753-4200 www.verescence.com
7 YonWoo/PKG 1-631-981-8701 www.pkggroup.com

64   Ad Index   Global Cosmetic Industry | May 2019

GCI1905_Ad Index_fcx.indd 64 4/18/19 3:48 PM

GCI_full page ad.indd 1 4/15/19 5:32 PM
 AMERICAN OWNED.
AMERICAN MADE.

THIS PACKAGE IS A
BEAUTIFUL EXAMPLE
OF COMBINING
• 8-Color offset printing
• Multi-color silk screen
• Hot stamp foil application
• Pressure sensitive labeling
• Sustainable package options
• Proudly made in the USA!

LEARN MORE AT WWW.JSN.COM | 949 458 0050

9700 Jeronimo Road, Irvine, CA 92618 • nagels@jsn.com
Family owned for over 35 years

GCI_full page ad.indd 1 2/13/19 1:12 PM

 S1

GCI1905_Supplement_fcx.indd 1 4/19/19 1:10 PM

 BEAUTY’S SUSTAINABLE
PACKAGING REVOLUTION
How brands and suppliers are innovating to limit or even eliminate waste.
Brands are taking sustainable packaging concepts to a new level: HiBar leverages secondary packaging but uses no single-use plastic
packaging for its range of solid hair care.
W
hile sustainable
packaging
has been on
the beauty
industry’s
radar for years, China’s refusal,
in 2018, to any longer accept
certain types of “foreign
garbage,” including several
types of plastic and paper, has
put all industries on notice:
sustainability is not only a trend
or a consumer-engagement
strategy; it’s a key survival
mechanism.
S2  Packaging Showcase   Global Cosmetic Industry | May 2019
GCI1905_Supplement_fcx.indd 2
“Consumers today are paying a
lot more attention to their impact
on the planet, and climate change
calls are more drastic than ever
beforea,” said Andrew McDougall,
associate director, Mintel, beauty
and personal care, during the
release of the firm’s 2019 beauty
trend report. “A bigger-picture
focus is needed throughout the
beauty and personal care industry
a
www.mintel.com/press-centre/beauty-
and-personal-care/mintel-announces-
sub-zero-waste-as-2019s-global-beauty-
and-personal-care-trend
supply chain for a true zero-waste
mentality.”
What the Brands Are Saying
Hèrmes, which has announced
the forthcoming launch of skin
care and cosmetic products by
2020, will be featuring plastic-free
packaging to limit waste.
Meanwhile, Guhl, a Kao-owned
hair care brand available in
Germany, Austria, Switzerland
and the Netherlands, has launched
new sustainable packaging.
Guhl’s shampoo bottles now
reportedly consist of 50% recycled
w
4/19/19 1:10 PM
 polyethylene terephthalate (rPET).
This allows Kao to save more than
770 metric tons of CO2 annually.
The conditioner bottles are made
of 100% polypropylene (PP) and
are fully recyclable. The new
packaging also saves more than
520,000 liters of water and 180
metric tons of virgin PET by using
rPET, the company stated. Guhl
is Kao’s first brand in Europe
to implement the company’s
renewed global sustainability
strategy for greener packaging.
“We wanted to use the
highest possible percentage of
rPET without having to accept
inclusions or color distortions,
which are otherwise common
when using rPET,” said Daniel
Nebe, team leader packaging
development at Kao EURL.
“Regarding the conditioner
bottle, we have made sure that
all packaging components are
made from one material and
that they can be 100% recycled
back into the material flow and
thus reused instead of being
thermally recycled.”
Clean skin care brand
Naturally Serious has announced
its plans to launch locally
sourced, reusable, recyclable
or compostable packaging in
Hèrmes, which has announced the forthcoming launch of skin care and cosmetic
products by next year, will be featuring plastic-free packaging to limit waste.
9 www.gcimagazine.com Packaging Showcase  S3
GCI1905_Supplement_fcx.indd 3
A bigger-picture focus is
needed throughout the
beauty and personal care
industry supply chain for a
true zero-waste mentality.
40 Sephora doors across the
country, as part of the Clean at
Sephora program.
Naturally Serious’ current
packaging comprises eco-
friendly cartons derived from a
responsibly managed sustainable
forest and created with wind
power in a carbon-neutral facility,
the brand explained. The new
additions will include recyclable
jars and tubes.
“We’ve continued to learn so
much from our consumers in
the few, short months since we
launched,” said Rochelle Jacobs,
the brand’s managing director.
“Not only do they care about
what they’re putting on their
skin, but also how their products
are impacting the earth—we do
too. As such, we are so excited to
further enhance our products to
ensure they are really making a
difference in sustainable beauty
and packaging.”
Garnier has unveiled a
commitment to use 100% post-
consumer recycled (PCR) waste
for shampoo, conditioner and
leave-in condition bottles in its
Fructis Sleek & Shine collection
by the end of 2019. (The range is
produced in a zero-waste facility;
current packaging contains 50%
PCR waste.)
Meanwhile, TerraCycle has
expanded its reach into the
beauty/personal care space with
its partnership with Weleda’s
Skin Food line of products.
The Weleda Recycling Program
allows consumers to send in their
empty Skin Food packaging to
be recycled for free. Participants
sign up on the TerraCycle
program page and mail in their
packaging waste using a prepaid
shipping label.
Collected packaging is cleaned
and melted into hard plastic
that can be remolded into new
recycled products. Collectors can
earn $1 per pound of waste sent
to TerraCycle, to be donated to a
non-profit, school or charitable
organization of their choosing.
Similarly, Gillette has
partnered with TerraCycle
to render all its brands of
disposable razors, replaceable-
blade cartridge units and razor
plastic packaging recyclable—a
move the partners are touting
4/19/19 1:10 PM
 BEAUTY’S SUSTAINABLE PACKAGING REVOLUTION

as a first for the United States.

Consumers may recycle razors
in three ways: by signing into the
TerraCycle system and returning
their waste by mail for recycling,
by dropping off used products
at select public drop-off points
such as businesses, gyms and
colleges, or, for Gillette On
Demand customers, repackage
used products in an On Demand
shipping box and return it for
recycling using a self-funded
HCT’s patent-pending PET lipstick tube. HCT has engineered a recyclable PET compact.
TerraCycle tracking label. The
ultimate goal of each program
is to make recycling as easy as
possible for consumers.
Finally, on the zero-waste
horizon, HiBar is launching Schwan’s new Jumbo Chopstick.
salon-quality shampoo and
conditioner bars created with no
plastic or sulfates, eliminating
the need for single-use plastic Schwan’s Shifted Lead Next Generation pencil.
packaging, according to the
brand. The products are available
in clarifying, moisturizing and packaging that leverages recycled Boosting Recyclability
volumizing formulas that have material and reduces overall HCT has engineered a recyclable
been designed to stand up in the plastic usage. According to the PET compact and patent-pending
shower, shed moisture and offer company, the Eco Tube is a one- PET lipstick tube. The lipstick
an ergonomic experience and piece tube that integrates the tube contains none of the mixed-
ease of application. head and cap into one seamless material elements found in a
package. The process reportedly conventional tube, according to
Reducing Use of Resources reduces the total amount of plastic HCT, including metal weight and
Unique Distinctions Inc. required. The tube’s sidewall is aluminum shell. The PET tube can
has launched its Eco Series, available with 60% PCR resin. be manufactured with 100% PCR
comprising eco-friendly tubes Additionally, customers can select material; PCR compacts are also
for beauty and personal care a disc cap or a flip top. being developed by the firm.

Unique Distinctions Inc. has launched its Eco Series, comprising Schwan Cosmetics is leveraging 3D printing to reduce waste by
eco-friendly tubes for beauty and personal care packaging that allowing for smaller production runs.
leverages recycled material and reduces overall plastic usage.

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 Eco-friendly Prototyping
Schwan Cosmetics is leveraging
3D printing to reduce waste by
allowing for smaller production
runs. At the same time, the
technology allows the firm to
deliver smaller production runs,
rapid prototyping for speed to
market, design flexibility for
customers and personalized
products. 3D printing makes
design experimentation far
simpler, while offering solutions
that are easily scaled up.
Sustainable Legacy
Innovation
Schwan Cosmetics has been
manufacturing wooden cosmetics
pencils since 1927. The company
has touted the sustainability of
such products while introducing
new innovations including the
Shifted Lead Next Generation
and the Jumbo Chopstick,
which “combine sustainability,
performance and design in
one product,” according to the
company. Shifted Lead Next
Generation features a unique
design that offers a wide range
of looks. Meanwhile, the Jumbo
Chopstick offers a modern
flourish for kajal/kohl and
eyeliner products.
An assortment of sustainable cosmetic packaging from WWP.
9 www.gcimagazine.com Packaging Showcase  S5
GCI1905_Supplement_fcx.indd 5
Silgan Dispensing has
announced the launch
of its turnkey service,
XpresService, and the
addition of post-consumer-
recycled (PCR) plastic
products to its European
and North American
markets.
Biodegradable Beauty
Sustainability was front-and-
center at this year’s Luxe Pack/
MakeUp in LA show, including
a new range from WWP. The
company highlighted natural,
organic and biodegradable
packaging components made
from bamboo, sugarcane,
rice husks, coconut shells and
green tea. These offer reduced
carbon emissions compared to
conventional packaging, according
to the company, and feature no
plastic or heavy metal reactions,
while still meeting SGS standards.
The company also offers bio-
resin tubes made from sugarcane
produced sustainably in Brazil.
The tube head, sleeve and cap are
all made from plant-based PE and
require no changes to conventional
Cosmopak’s concepts were designed for direct-to-consumer brands
and influencer collaborations directed at Gen Z consumers, featuring
sustainable and wellness-oriented designs and formulations.
RPC Bramlage has introduced its Slidissme
jar as a hygienic packaging solution for
clean beauty products
tooling or production equipment.
The tubes are fully recyclable.
PCR & Turnkey
Silgan Dispensing has
announced the launch of its
turnkey service, XpresService,
and the addition of PCR plastic
products to its European and
North American markets.
XpresService serves fragrance
and skin care customers and
is designed to offer speed and
flexibility in new launches,
while shortening lead times for
replenishment orders. As for the
PCR packaging solutions, Silgan
Dispensing will offer the SD20C
dispensing pump, meant for liquid
soap, lotions, soaps, shampoos,
etc., and Mark VII Max, a fine-
mist sprayer.
4/19/19 1:10 PM
 BEAUTY’S SUSTAINABLE PACKAGING REVOLUTION
Sustainable Clean Beauty
Packaging
RPC Bramlage has introduced
its Slidissme jar as a hygienic
packaging solution for clean
beauty products. According to
the company, Slidissme’s airless
properties are meant to protect
products formulated without
parabens, colorants, mineral
oils and fragrance from external
contaminants, including air and
UV rays. The user can dispense
the product with a swipe of the
index finger, ensuring fingers
do not come in contact with the
product in the jar.
Additionally, the jar was
designed to be lighter and more
compact than traditional jars.
The Slidissime quartz version has
earned Ecocert certification for “its
strong environmental credentials,”
the company explained.
Packaging for Mindful
Brands
Cosmopak recently presented
hemp-inspired, clean beauty and
crystal-infused product concepts
during the MakeUp in LA show
in Santa Monica. The concepts
were designed for direct-to-
consumer brands and influencer
collabor­ations directed at Gen Z
consumers and included:
In partnership with Luigi Bormioli, Coverpla has created a new
collection of eco-designed glass packaging.
S6  Packaging Showcase   Global Cosmetic Industry | May 2019
GCI1905_Supplement_fcx.indd 6
For its work with YSL, Albéa provided the refillable packaging for the Or Rouge
skin care range.
• Turnkey makeup and skin
care concepts featuring full-
spectrum CBD and hemp seed
oil for unique textures.
• Turnkey lip formulas
comprising geodes for an
energy lift. The formulas were
presented in PCR packaging to
add a sustainable dimension to
the concepts.
• Turnkey formulations created
without ingredients typically
flagged on no-no lists. The
ingredients comprised
ethically and sustainably
sourced materials.
Reducing Materials and
Emissions
In partnership with Luigi
Bormioli, Coverpla has created
a new collection of eco-designed
glass packaging. The Ecoline range
is made up of two lightweight glass
bottles—50 ml and 100 ml—as well
as two lightweight glass jars—30
ml and 50 ml. Utilizing the CV15
neck, the jars are compatible with
a standard screw pump solution.
This gives brands the ability to
perform their own filling and
separate the individual parts of the
jar for recycling.
Coverpla has also designed a
trim for the standard pump that
can be matched with any of the
caps in its catalog. The company
also added its own design to the
line with the flask-shaped Verdi
model. According to Coverpla, the
range allows for a 40% reduction
in the weight of glass used.
Additionally, the range allows for
a 60% reduction in carbon dioxide
emissions across the supply chain,
when compared with plastic or
blown or pressed glass.
Refillable Luxury
For its work with YSL, Albéa
provided the refillable packaging
for the Or Rouge skin care range.
The removable and replaceable
refill is housed inside the case of
the Or Rouge La Crème Riche
(50 ml) and Red Gold La Crème
Fine (50 ml). The textured cap
is brushed with gold finish and
showcases the YSL logo embossed
at the top. The pack received a 2019
PCD Paris Award in the Skin Care
Premium-Refillable category. n
w
4/19/19 1:10 PM
 New Packaging Innovations
Travel-sized Packaging
McKernan Packaging Clearing House
www.mckernan.com
McKernan offers brands PET and HDPE bottles, including
sizes under 3.4 ounces, in a variety of colors and styles.
McKernan also stocks treatment pumps, CT closures,
fine mist sprayers, lotion pumps and dispensing caps to
complement travel-sized packaging.
Radii Rectangular Midi Palette
HCP Packaging
www.hcpackaging.com
Radii Rectangular Midi Palette from HCP Packaging is
a versatile stock pack, displayed with designs in blue
hues. The cover offers the opportunity for customization
with decorative top-plates including textile, dome or
HCP’s patented ‘Glitter Storm’ decoration. Available with
a 6 well insert, the palette is suitable for eye, lip, brow
and multi-products.
9 www.gcimagazine.com Packaging Showcase  S7
GCI1905_Supplement_fcx.indd 7
Flexible Metallization and Enahnced
Deco Effects
Anomatic Corporation
www.anomatic.com
Anomatic’s flexible metallization for hinge closures
can reportedly withstand over 150 flips without
delaminating or degrading the metallic finish along
the hinge. Additionally, Anomatic has introduced new
glitter and confetti effects to their finishes.
Bulgari Man Wood
Verescence
www.verescence.com
Bulgari has chosen Verre Infini Neo by Verescence for
the new Bulgari Man Wood Essence. Verre Infini Neo is
the first premium and completely clear recycled glass
composed from a total of 90% recycled materials,
according to Verescence.
4/19/19 1:10 PM
 NEW PACKAGING INNOVATIONS

East Hill Industries, LLC

Liquid Foundation Bottle
www.packagingcosmetics.com
East Hill Industries’ Liquid Foundation Bottle features a pump system
that can dose high-viscosity bulk such as liquid foundation. The
bottle is suitable for products in which the viscosity changes over Customized Packaging
time, including thick formulas. The in-built technology prevents the Queens Packaging Co., Ltd
formula from coming into contact with metal components, thus www.queenspack.com
preventing any oxidation or alteration.
Queens Packaging’s design team works with brands to offer
tailor-made customizations to meet specific needs and require-
ments. The company aims to provide a one-stop service from
design, tooling and production.

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