"Most of us are familiar with the tasks of designers however few of us are aware of the research, engineering, high-tech equipment and skilled labor that go into actually manufacturing product packaging. Packages must be conceived so that they don't leak, break or fade, and they must be made of materials that are 100 per cent safe and cause no chemical reaction with contents," said a L'Oréal spokesperson.
L'Oréal received 'gratifying recognition' for its design and packaging of Maybelline New York's Roller Color Eye Shadow, L'Oréal Paris Solar Expertise line of sun care products, Maybelline New York's Sky High Curves Mascara and Ralph Lauren's fragrance, Blue.
"We are impressed with how, through the individual style of each brand's packaging, its own distinct personality is conveyed. And, in addition to good looks, an important aspect of a great package is functionality-and this is an area in which L'Oréal excels," said the spokesperson.
For Maybelline New York's Roller Color Eye Shadow L'Oréal invented a specially designed roll-on ball with tiny indentations to ensure the powdered shadow would adhere to it. Sand-proof caps and containers were also designed for the L'Oréal Paris Solar Expertise line of sun care products.
Maybelline New York's Sky High Curves Mascara waterproof and washable formulas were packaged with different materials due to the waterproof formulation being more susceptible to evaporation.
"Technological and practical considerations like these are just one aspect of packaging. Looks count too. To recreate the look and feel of old English silver, the cap for the Ralph Lauren fragrance 'Blue' was stamped with an eyelet machine, laser-engraved on the sides, partially buffed to leave a few scratches for an antique look and coated with a protective lacquer that changed the color from shiny silver to a slightly tarnished shade," said the L'Oréal spokesperson.
According to Michel Fontaine, vice-president of packaging research at L'Oréal, the company's success in packaging is the result of the interaction between brand marketing, the labs that produce the formulas and packaging experts.