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Ileos takes sampling to a new level with first ever nail varnish option

By Michelle Yeomans+

21-Jun-2013
Last updated on 21-Jun-2013 at 12:56 GMT2013-06-21T12:56:41Z

Ileos takes sampling to a new level with first ever nail varnish option

According to the beauty packager Bioplan, a subsidiary of the Ileos group, it has developed the first ever nail varnish sample which will ultimately offers the consumer more choice in the nail care segment, in a more cost effective way.

Whether its been down to consumers looking for more variety in nail care products or the desire to carry less bottles in their toiletry bags, the sampling segment has become a trend of its own, and Bioplan is one company focused on evolving the concept of a 'essential travel item'.

CosmeticsDesign-Europe.com caught up with one of the company's key account managers, Arnaud Thumerel at MakeUp in Paris event yesterday where he explained further about the goal of the launch of the injection molded miniature bottle complete with snap off cap, custom brush and formula.

"As society and fashion evolves at an even faster pace, women are now choosing nail colours that will accompany a daily outfit, which means they have been investing in more than just one or two varnishes, so what this product does is enable and facilite that choice but in a more cost effective and travel friendly way."

Samples can be retailed for as little as 1 euro..

Amidst Ileos's buzzing exhibition booth, Thumerel stressed that the options for this minature product launched just three days ago, are endless. "This can work in so many ways, depending on the brand it can even be something that a company can offer to the consumer as a free addition on purchasing cosmetics or even clothes."

"It could also be marketed as a travel pack essiential whereby the consumer themselves can pick and choose their own colours within a pack and is suitable enough to be sold in big multinational stores like Sephora or even with specific brands, no one else is doing this right now." he adds.

The account manager then tells this publication that in keeping in line with the product's cost effective goals, the samples can go to market for as little as 1 euro - depending on the brand that is marketing the product.

On inquiring if the cost price in comparision to an average bottle of nail varnish will be the product's greatest appeal to consumers, Thumerel says it is a contendable factor alongwith enabling the consumer to cut down on the amount of items in an average make-up bag.

Continuing to expand in sampling segment

Ileos, managed by Pierre Hémar employs 4,000 people in 14 locations in Europe, the US, Brazil and China. Earlier in the year the packaging expert furthered its footprint in the contract filling and samples segment with the acquisition of Le Papillon.

Le Papillon serves the cosmetic and fragrance market in the United States specialising in full-service supplying, manufacturing of samples and promotional Gift Sets, allowing the Paris-headquartered company the chance to expand into this market having bought a 100 per cent stake.

“It is offering us the opportunity to further develop our know-how in fragrance unidose filling, gift & promotional items and better serve our customers in the United States, which is a core geography for us.”

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