Metallised colour cosmetics packaging a popular trend

“Metal retains its position at the premium end of the packaging hierarchy, but the problem for manufacturers and brands, especially in such cash-conscious times, is how to enjoy the benefits of metal without having to charge consumers exorbitant amounts for it​”, states market researcher Euromonitor.

“Metallisation is becoming the most popular way to achieve this effect​.”

Statistics supplied by Euromonitor forecasting the growth of metal plating indicates that this is a trend here to stay in 2012 and beyond.

According to the market research company, between 2009-14, the CAGR for this type of packaging is 2.2 per cent, whilst over the same period; the total unit volume growth is to be 60.5 per cent.

Premium without price​

In line with this trend, many manufacturers including HCP, Albéa and Rexam have launched lipsticks that have metallised packaging to give a premium look that is affordable.

HCP manufactured the packaging for Max Factor’s Colour Elixir lipstick which has a gold metalized ABS cap with a UV top coat of matte lacquer, decorated with two passes of white silk screen printing. The base assembly matches the cap in a gold metalized, matte finish.

Adding extra emphasis on the premium, the product has a bi injected base colour button which matches with all thirty two shades available. The colour appears suspended in crystal clear PMMA, is mechanically assembled into the lipstick mechanism and finished with a gold hot stamp on the underside.

Innovative metallisation​

Albéa has also used metallisation with its launch of Highshine Colorsensational lipstick for Maybelline. The pack consists of a co-polyester (PCTG) pink cap and a silver-plated ABS plastic base, which “creates an appearance that is modern​”, according to the company.

In addition, the cap of the lipstick features a holographic film on all four sides which creates a multi-coloured reflection of light within the packaging.

Rexam used metallization for Guerlain’s launch of Rouge Automatique, which was a one hand, push button mechanism.

The packaging for this product consisted of a gold anodized aluminum case and an ABS metallised button and shutter. “A weighted base provides the tactile sense of quality necessary in such beauty products​,” stated Rexam.