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RPC introduces new airless ‘twist’ packaging

By Andrew McDougall , 14-Oct-2010
Last updated on 04-Feb-2011 at 10:57 GMT2011-02-04T10:57:54Z

The RPC Group has extended its range of airless dispensers with a new concept that claims to provide both convenience and enhanced marketing opportunities for personal care brands.

The ‘Twist Up’ concept is modelled on RPC’s slim-line Magic SL pump system and has been developed in close co-operation with the Beiersdorf packaging department.

“The Magic SL system has been extremely popular with brands looking to create a stylish, elegant packaging solution,” explained Günter Pohlmann of RPC Bramlage.

“The addition of Twist Up offers a new twist which we are confident will prove equally successful.”

Design offers both consumer and manufacturer advantages

The collaboration is the latest in a long line between RPC and the German skin care company, with the latter’s Nivea Visage and moisturiser products used as concept models.

Beiersdorf's Nivea range modelling the Twist Up dispenser

RPC explained that Twist Up works by turning the upper part of the container to reveal the dispensing head.

As a result, the overall pack can mimic the appearance of a conventional capped dispenser to match product range branding whilst offering fast, convenient access to the product.

The packaging firm says the dispenser offers consistent controlled dosing and hygienic application of lotions, creams and gels and also automatically closes in the ‘down’ position to protect contents.

Rise in demand for airless packaging

This latest design feature from RPC underlines the growing trend for airless packaging in the cosmetics market.

The growth in the industry comes from a demand in tamper-proof packaging that is perfectly sealed, providing maximum protection against oxidation and bacteria.

Speaking to CosmeticsDesign-Europe.com last month, Stefano Focolari, marketing team leader at the Airless Packaging Association, explained that the personal care industry needs new, innovative designs to meet market requirements for effective airless packaging solutions.

“The cosmetic/skin care market is moving more and more towards special formulations and technologically advanced ingredients. These improved formulations need airless dispensing systems to maintain the stability of certain ingredients,” he said.

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