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s Fusion Packaging offers a new approach to branding with its jar for Urban Decay, which features the brand’s logo on the bottom of the sifter Quadpack’s Flash Pen Coloris features s a color indentification sTextured efffects are a major trend, system, where a disc as in HCP’s water-drop technique on the tip of the pen (right) and Anisa’s brush handles with matches the shade of crackle effects (top) the product inside metallization, hot stamping and spray Flash Pen Coloris this year, a lip and eye stick when flling orders for certain colors. The color lacquering, for example. As these innovations co-designed with Italian company Brivaplast discs can also be decorated with a logo or have to come at accessible price points, the that has what the company calls an integrated other design to give a more personal touch. market has seen an increase in more sophisti- “color identifcation system”. The bottom tip Many innovative options are available, but cated standard collections. HCP, for example, of the pen features a coin-shaped, colored disc are brands willing to pay the cost? “It all offers a range of make-up standards (part of that matches the shade of the product inside. comes down to value. Brands will spend its Ready To Wear collection) called The Midas on innovation if they feel they are getting a Touch that features matte, satin and shiny return,” comments Anisa’s Telwar. metallization in varying tones of gold. “ but suppliers say that negotiations with their Brands may shoulder some of the costs, User friendly-decoration Texture is going beyond clients are tough and that margins are being In addition to making packs stand out on the just soft-touch applications, squeezed like never before. shelf, suppliers are looking to help the end- which have been around for Beyond the issue of cost, some suppliers say consumer select their products in-store. This is a while. We’re now seeing that there could be much more innovation if especially important in the make-up segment brands were willing to take a few more risks. given the range of colors and number of skus more luxury applications “Everyone wants innovation, and everyone on offer. that use spray technology surfs on the idea of innovation, but at the end This year, glassmaker SGD launched Color of the day few brands want to run the risk of Match, a range of glass jars catering to the coming out with something truly different. make-up market whose outer decoration is a They don’t want to stray too far from their perfect match with the color inside, making Anisa founder Anisa Telwar ” competitors,” notes Axilone’s Dénécé. it easier for consumers to select their desired In the future, industry watchers say that shade (see article p.84). Fusion Packaging has decoration will be designed more in tandem taken a similar approach with its latest launch When placed upside-down on the store shelf, with technological applications, such as packs for the foundation segment called Scene. The the consumer can see the shade, without that integrate micro-currents, micro-motors or single-walled bottle has a PETG base and is having to remove it from the merchandising those providing increased protection for prod- transparent, allowing the shade of the formula display. An additional selling point is that the uct formulas. The question is whether brands inside to be visible (see article p.84). disk can be snapped on during the pen’s fnal will be ready to embark on these areas to help With a similar aim, Quadpack introduced assembly phase, allowing brands more leeway bring something truly novel to the market. n September-October 2014 - N°19 - BW Confidential 83