Innovative Packaging: The brightest bulbs on the shelf

EVERY year there are quite a few innovative launches from some of the beauty industry’s Top Packaging Innovators. For a bit of a cross-pollination approach, I like to start by researching other categories to discover what great new introductions have taken place and what their effect on beauty may be.

The automobile industry has frequently made its mark on personal care packaging through techniques such as colorization and finishes, as well as the successful combinations of materials and shapes. A recent concept in car manufacturing may influence packaging designers to further take up the challenges of recycling. Roughly 85% of the materials to be used in a new model Kia Soul will be designed for recycling when the vehicle reaches the end of its drivable life. Plans are for the car to also feature an all-electric engine, which will further shrink its environmental footprint.

When it comes to packaging for pharmaceuticals, there are many similarities with beauty—including safety issues concerning expiration dates. An idea for pill packaging recently surfaced as a way to let consumers know at a glance whether their medication is safe to swallow. The packaging is designed to change color as the efficacy of the pills starts to fade. A similar concept has been applied to tags on shower products such as sponges, which can tend to get funky after a few weeks in a damp bathroom environment.

And then, there’s the virtual toothbrush, which not only saves time in a daily routine, but provides quick customization and utmost efficiency. With no actual resemblance to a standard toothbrush, the Blizzident custom 3D-printed “toothbrush” promises to clean your mouth in six seconds, and is custom-made for a perfect fit. Each brush starts with an impression or 3D-scan of your teeth, which is then uploaded to Blizzident for manufacture of the toothbrush using 3D printing.

Innovation, inspired by the ordinary and the extraordinary, remains at the heart of the beauty industry, whether with personal care, fragrance or color cosmetics. And packaging often serves as the key conductor for interpreting innovation to consumers. From clever bottles, caps and cartons, to evolved dispensing systems, compact sizes, captivating decorating techniques and even new gestures, the competitive drive for “newest,” “most effective” and “most desirable” has never been stronger.

Dr Peter Luebcke, head of personal care at global technology advisory and product development company Sagentia, feels that the category, itself, inspires the packaging. He says personal care has always been a major contributor to new innovations in the packaging industry “due to the sheer diversity of functionalities required to contain, display and dispense its contents.”

During 2013, Dr Luebcke says key areas of development have included improvements in airless packaging to keep air-unstable ingredients “fresh,” innovative releases in the mix-immediately-before-use area and also in personalization, where smart packaging is being used to help the consumer understand their particular skin care needs and apply the product accordingly. In particular, he cites the following examples of “notable innovations” reflecting these trends:

? The Ioma Youth Booster, skin care with built-in diagnostics, enables personalization based on the packaging’s measurement capability. Dr Luebcke says this trend has been commercially validated by Unilever’s move to acquire a stake in Ioma.

? Aptar’s airless stylus pen, Serumony, offers maximum protection of the formula from air degradation, and also enAir Jordan XIII 13 Shoes