The ‘new generation mechanism’ is, according to the company, the first time that a packaging mechanism has been produced across three geographical areas (Europe, US and Asia) using the same industrial tool to the same specification.
“This universal mechanism is a common standard for the whole global platform of Alcan Packaging Beauty and it guarantees the interchangeability of components regardless of the continents where they are produced,” Maria Viegas, innovation marketing director at Alcan Packaging Beauty told CosmeticsDesign-Europe.com
The first lip product to feature the new mechanism is Maybelline’s Color-Sensational line, which the company was able to launch simultaneously in America and Europe as a result of the global nature of its industrial platform.
The lipstick packaging has a co-polyester cap and a metallised ABS base, and is produced in four different colours that correspond to the different lipstick colours in Maybelline’s range.
Continuing with packaging innovation in the lip care category, Alcan Packaging Beauty has produced the lip gloss packaging for Thierry Mugler’s Magma Fusion Progressive Color line.
Viegas explained that the advantages of using a silicone applicator are three-fold; “The material of the applicator is flexible, it is more hygienic than a brush with a better protection of the formula, and it lasts longer compared to a brush that fans out easily and becomes useless,” she said.
Alcan Packaging Beauty has a history of innovation in the lip care category. Earlier this year, the company developed a rotating applicator for lip gloss designed to giving longer-lasting effects.
The applicator, called SpinArt, has a more ‘natural and comfortable’ movement than conventional flocked applicator, said Alcan, who developed the product in response to increased consumer demand for a longer-lasting gloss.