Packaging that packs a punch – innovative packaging in 2011 thus far

By Pooja Kondhia

- Last updated on GMT

Related tags Cosmetics Hygiene Personal care

As an important factor that influences a consumer’s decision when buying cosmetics and personal care products, takes a look at a few of the packaging innovations of 2011.

One of the most interesting packaging innovations to be developed this year was a joint collaboration between French manufacturer Albéa and US-based Aptar with the launch of an airless packaging range.

Airless packaging

The new airless tube range offered protection for sensitive formulae, helping to enhance the shelf life of products; consisting of airless pump system with a tube design, it prevents contact with oxygen, according to Albéa.

This in turn enhances shelf life as well as enabling brands to reduce the use of preservatives in formulations.

Multi-faceted jar

French company Promens launched a multi-faceted jar earlier this year, especially designed for cosmetics products.

Targeted at the luxury market, the jar is available in four different materials, SAN; PCTG; SMMA; or PMMA, and can be used with or without an insert.

The use of inserts is being adopted by the industry to ensure safety of the product and Promens has dealt with this by making several sealing options available to protect the formula in the jar.

Roll on cream

Another Albéa product, launched later in the year by the French manufacturer was the roll-on cream dispenser, claiming to be the first totally hygienic and convenient application system.

Albéa says the direct application enables the user to accurately apply the selected formula efficiently. The spreading and massaging action of the roller is said to speed formula absorption.

The pack consists of an isolation valve system between the roller and the base reservoir which protects the formula from environmental contaminants associated with use.

Self-standing toothpaste

One of the most eye-catching innovations in the packaging sector has come from personal care giant GlaxoSmithKlein (GSK), with its self-standing toothpaste.

A simple but effective change to the form of the conventional personal care product has resulted in a visually striking, category disrupting product as Aquafresh ‘Utlimate’ toothpaste is vertically displayed as a tube.

Self-standing, it has a ‘stay clean’ flip top cap, featuring a white nozzle. The tubing itself is made from polymer barrier laminate (PBL), keeping its shape even after most of the product has been dispensed.


Rexam’s fragrance twist pump was launched earlier in the year; it is the first pump to utilise The Crimpless System (TCS) on the market that can be separated with a twist gesture from the bottle once the fragrance is used.

According to the packaging firm, the Twist offers the same advantages as a TCS pump; an easy fit on the assembly lines and less breakage of glass necks, compared to screw pumps.

Along with an eco-friendly feature, the Twist doubles as an anti-counterfeiting design as the patented design of the XD 11 Twist makes it impossible to reassemble, limiting counterfeiting.

Related topics Packaging & Design

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