Think small to think big

When it comes to beauty packaging, several trends are converging which are making mini packs hot property. On the one hand, consumers are increasingly looking for small, portable ‘nomad’ products to fit their busy lifestyles. For example, make-up for on-the-go touch-ups, or fragrance and skin care in packs that pass hand luggage restrictions for short-haul flights.

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In addition, sampling packs for scents – whereby consumers can buy five mini fragrances and, if desired, claim the money back on a full sized bottle of their favourite – are proliferating.

With traditional preservatives waning in popularity, cosmetics manufacturers who choose a free-from approach must be ever more vigilant about the packaging they use and its role in preventing microbial contamination. As such, there has been a rise in instances of small, single-use products, which eliminate the need for repeat touching (and potential contamination) of the product. These tie in nicely with the nomad trend too.

Another influencer boosting the use of miniatures is the rise and rise of the multi-step routine, or the ‘intensive treatment’. Here it is helpful for packaging to ‘signpost’ to consumers that this is ‘step one’, ‘step two’ etc. And many are doing this via the use of ‘seven day’ vials of product, for example.

Finally, methods for lightweighting, whereby a pack looks the same, but is lighter and therefore more environmentally friendly to manufacture and transport, are becoming ever more sophisticated. Recently, one glass manufacturer debuted an innovation that can be up to 50% lighter than an average standard jar of equal capacity, but which is still made from the finest quality glass.

So, for a big impact, packaging buyers might want to think smaller. And this year’s Cosmoprof Asia – which now has an independent Packaging, Ingredients, Machinery & Equipment, Contract Manufacturing and Private Label venue in the AsiaWorld Expo centre – is the perfect place to start.

SPC Magazine will be exhibiting in Hall 3, so come to booth 3D14c or visit http://www.hpcimedia.com/SPC/ for more information.

By Julia Wray, Editor, SPC

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