Portability, price and performance mark today's cosmetic packages: packaging executives at top cosmetics companies share their insights into the market's trends - Cosmetic Packaging

Food & Drug Packaging, Sept, 2003 by Lisa McTigue Pierce

Among the trends in cosmetics packaging are the need for sleek portability for today's on-the-go consumer; multi-function products/packages that save time and offer value; the ever-present need for differentiation from the competitor; and being first to market with the latest innovation. Added to that is the difficult task of using color--in a category ablaze with a rainbow of color--to catch the customer's eyes, lips, cheeks and more!

Since no one knows more about cosmetic packaging trends than the leaders in the market, we asked packaging executives at Avon, The Estee Lauder Companies, Mary Kay, Procter & Gamble Cosmetics and Revlon about the challenges and opportunities that face them--and how they plan to tackle them.

Our experts are Kathy Kordowski, vice president, package engineering and marketing services, Avon; Roger Caracappa, senior vice president, global packaging, The Estee Lauder Companies Inc.; Rhonda Shasteen, vice president of marketing, Mary Kay; Anne Martin, vice president, global cosmetics and marketing, Procter & Gamble; and David Laverty, vice president, package development, Revlon.

Q: What are the top trends in cosmetics today? How is your company meeting those trends?

Kordowski: We are seeing a lot of clear packaging in cosmetics today. Consumers want to simplify their life. They want to see the products on their dresser or handbag without having to open the container. We are seeing windows in compact covers, color-coded labels on lipsticks and clear glass bottles for foundation.

Consumers also want products that are easy to use and to carry. In answer to this, we are seeing pencils that have multiple uses, full size products in mini packaging and single-use products that are portable.

Shasteen: Some of the top trends in cosmetics and skin care today are (1) portability--and the trend is towards the smaller the better; (2) dual- or multi-purpose products, like our Velocity End2End fragrance and lip gloss; and (3) anti-aging is expanding beyond lines and wrinkles to include other concerns, such as hydration and skin texture.

Laverty: Market trends in packaging include multi-benefit, high-performance product/packages. These include unique delivery systems that serve to enhance the product performance benefits and offer ease of application.

Martin: To stay on the leading edge of cosmetics trends, Procter & Gamble Cosmetics listens to consumers. Consumers tell us that they want products that are fun and easy to use at a good value. We use breakthrough technologies in all categories to provide consumers with quality products that are "goof proof,"

In addition, Cover Girl works with trend forecasters to develop color palettes that appeal to Cover Girl consumers not only because they offer the latest shades but most importantly because they help tweens, teens and women achieve an easy, breezy look.

Q: What are the biggest challenges facing the cosmetics industry in general and your company in particular?

Kordowski: The biggest challenge we see in the cosmetics industry is the need for cost-effective, innovative packaging that can be differentiated from the competition. At Avon we encourage our suppliers to share with us their first-to-market ideas so that we can partner with them to bring innovative packaging to Avon's consumers.

Shasteen: We see several challenges. One is continuing to offer the latest, most innovative product in color cosmetics and skin care without compromising quality or affordability. And, considering women's busy lifestyles, we have to figure out how to incorporate packaging to fit their needs, such as plastic for portability and easy travel. Our sales force has a strong relationship with their customers so we must continue to provide products they want--and continue to educate them as to continued and/or improved product innovations.

Laverty: As a leader in global cosmetics, Revlon's goal is to continue to introduce innovative products and packaging. One challenge facing the beauty industry is to innovate at a competitive cost to the market.

Martin: One of the biggest challenges we are facing in the cosmetics industry is the slowdown in the economy, which has led to softness at retail. More than ever, consumers want high-quality products at a great value. Manufacturers and retailers must work together to spur growth. We must create an environment that makes consumers want to shop for our products. When they get our products home, our innovation has to deliver an experience that surpasses expectations.

Q: What new packaging developments are you most proud of?

Shasteen: The Velocity End2End fragrance and lip gloss that launched this month is the first time we've paired the two products together, The packaging was virtually new in the marketplace and combines the sought-after portability and innovation our savvy Velocity customer is looking for. The rollerball flagrance applicator was also innovative and practical.

Caracappa: The development of the Aramis Life package was an interesting challenge. The design presented a spray-through cap that ultimately required a four-piece design to achieve the desired look and performance. Five different companies worked together to manufacture the parts, with each one requiring input from the other companies for fit and function.