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Packaging Make-up decoration Beyond the look Novel trends in packaging decoration are helping make-up brands stand out from the crowd by Alissa Demorest uppliers are coming out with more make-up range this year, which combines core business is in brushes, launched a Screative decorative options for make-up embossing with digital printing to create range of different effects for its graphite packaging to help their clients differenti- bronze and leather-like looks, which the brush handles this year including Crackle ate themselves. “We are seeing a wide company describes as imparting an “aged, Finish, Iridescent Edge, Water Dot and spectrum of decoration trends ranging from industrial and crafted appeal” to the pack. Fabric Wrap. “We want to make more of a ethnic codes, mineral effects, luxury Textures that call on newer fnishing statement, so we’re adding form, function golden touches and even packs that light processes are also in demand, such as and fashion,” adds Telwar. up—basically attention-grabbing effects Other new texture innovations include that catch the consumer’s eye on the store HCP’s 3-D Droplets, a technique launched shelf,” Ileos make-up packaging division this year, which involves a coating that is Axilone innovation director Jean-Paul “ sprayed over metallized droplets to leave a Dénécé tells BW Confdential. “With the We are seeing a wide tactile fnish. The droplets can be tailored number of make-up brands that are bought spectrum of decoration to the client’s specifcations when it comes and sold among beauty groups in the mar- trends ranging from to shape and size. HCP also offers a similar ket today, there is a real need for brands to technique called Gelology, which creates have their own identity, and this is where a ethnic codes, mineral raised bubble effects. variety of decoration techniques can make effects, luxury golden New ways of branding the pack is also a difference,” he adds. an important trend. US-based company touches and even packs Fusion Packaging created a jar for L’Oréal- Textured effects that light up—basically owned Urban Decay’s loose powder this Suppliers are seeing more demand for attention-grabbing effects year which features the brand’s logo on the textured decoration techniques, such as that catch the consumer’s bottom of the sifter. Although the user only packs integrating fabric, embroidery or lace sees the logo when the powder is almost to give a couture look. This is generally eye on the store shelf used up, this kind of surprise touch is an done through overmoulding. Axilone, for alternative to the common technique of example, provides these decoration options embossing logos or textures onto pressed in partnership with Dupont’s Surlyn resin. ” powders. Fusion Packaging creative “The advantage of this kind of decoration Axilone innovation director director Alexander Kwapis points out that Jean-Paul Dénécé is that there is the image factor of fabric, this process also provides a lasting brand which is reinforced with a kind of window- message, unlike embossing on powder, dressing,” comments Axilone’s Dénécé. those with a crackle or water drop surface. which disappears progressively as the pow- The supplier is seeing demand from brands “Texture is going beyond just soft-touch der is brushed off. for overmoulded decorative items including applications, which have been around for a Prestige brands are not the only play- crests, insignia, hearts and fowers. while. We’re now seeing more luxury ers demanding sophisticated decoration Vintage-type effects are also becoming applications that use spray technology, for techniques, as more mass companies are more common. Packaging supplier HCP example,” says US-based supplier Anisa also looking to take on luxury cues. These spotlighted this trend in its Modern Artisan founder Anisa Telwar. The company, whose include custom colors, metal overshells, 82 September-October 2014 - N°19 - BW Confidential