Tarte looks smart with stock cosmetics package - Brief Article

Food & Drug Packaging, May, 2001

A niche cosmetics company, Tarte competes with the big guys by creating a custom-looking, economical package for a line of fun, flirty cheek colors. The stock mini push-up container was delivered quickly and without high tooling costs.

When Tarte owners Maureen Kelly and Troy Surratt developed Cheek Stain, a new product concept, they relied on creativity and quick idea-to-market strategies to compete with the large cosmetic companies that dominate the market.

Product and package development went hand-in-hand. Surratt explains, "We wanted a chunky stick; something that mimicked the size of the cheekbone so the product could be applied quickly," he says. Kelly and Surratt looked for a package that would meet their needs for function, product compatibility, cost, fast delivery and shelf impact.

Cosmetic packaging supplier Lombardi Design and Manufacturing helped Tarte develop the package. It's a standard push-up stick deodorant case that has rounded edges at the neck so it feels smooth when the consumers brush the stick across their face.

The product is intuitive to use. As the stick rubs down, consumers simply push up on the bottom to expose more cheek stain. Each package sells for $23 and holds 1.5 ounces of product--which lasts "forever," Kelly declares. She also points out that the container is "travel friendly. And it fits right in your hand."

The stock container definitely met Tarte's requirements for quick delivery and affordable cost. Because it was a stock package, Tarte was able to avoid prohibitive tooling expenses, as well as get delivery in weeks as opposed to months. Kelly adds, "The third thing is that we really liked it. We found our fit with this container. It's versatile and met all of our needs."

From simple stock to powerful prestige

While it may be a stock container, extra care went into designing the package to help make the products stand out. Creative design helped transform the simple stock package into a custom-looking, prestigious package.

Styrene acrylonitrile (SAN) was chosen as the container material for product compatibility. The injection-molded translucent containers are tinted to be a true representation of the three shades in the product line: flush, tickled peach and sunkissed (a bronzer). A special inhibitor in the plastic protects the products from ultraviolet light.

The container is silk screened by Lombardi in Tarte's signature light purple color. Simple graphics complement the colorful containers. The SAN cap matches this signature purple color and is spray frosted to add a little texture and metallic feel to the otherwise smooth package. Tarte was able to minimize inventory and keep costs down by using the same screw-on cap for all three shades.

The gel stick products are hot filled at contract packager Ambrosia Cosmetics. Packages arrive complete--with closure, pouring cup and silk screen graphics already in place--except for the bottom plug. After bottom filling, the packages sit on an accumulator for about 20 minutes until the product cools and solidifies. They then continue through to the plugging station where the low-density polyethylene plug is seated into the container.

Tarte sells this line of cheek stain in select stores across the country--including Boston, Connecticut, Kansas, on the west coast and in New York City at top echelon retailer Henri Bendel. It also has national sales through the Beauty.com web site. (The packaging was created more for consumer appeal and function rather than for special regard of Internet orders that are shipped through the mail.)

The cosmetics were introduced last fall and Kelly tells us that the response has been unbelievable. "It's our number one selling product."

Tarte's cheek stain is targeted to women of all ages, from teens to older women. "The packaging is sort of upscale and elegant to attract an older consumer. The product is fun to attract the younger audience," explains Kelly.

Ambrosia Cosmetics (908) 769-9220

Lombardi Design and Manufacturing (516) 546-4400