L’Oreal and Aptar collaborate on 'superior' dispensing hair mousse format
Aptar describes the new packaging as a ‘superior’ solution, with the appearance of the product being “reminiscent of a lotion dispenser in both appearance and function”.
“The intuitive dispenser design offers consumers choice of use: the package can be picked up for hand-to-hand application, or conveniently left on the counter to be used as a tabletop pack,” the supplier explains.
“As a result of collaboration between L’Oréal and Aptar Beauty + Home, the hair mousse format has been redefined into an exclusive design with superior dispensing functionality.”
Packaging: essential to L’Oréal
L’Oréal has made clear in the past its commitment to perfecting its packaging solutions, with the beauty giant having posted a detailed blog on the topic.
“The formula/packaging duo is a key element in ensuring that an innovative formula provides all its benefits to consumers,” the brand explains.
“L'Oréal has dedicated Packaging Innovation teams that work in close collaboration with formulators and suppliers and are in charge of the design and optimization of product packaging in compliance with regulations relating to quality, safety and respect for the environment."
The beauty player notes that it takes something of a lead in innovation for beauty packaging, explaining that it registers multiple new patents annually.
“Packaging is an area of essential innovation for the group, which files over 70 patents on average per year,” it confirms.
Formula and packaging: inseparable duo
L’Oréal asserts that while formulation is the essence of a product, packaging plays at least as an important a role in delivering the product to the consumer.
In fact, the beauty giant has described packaging innovation as the ‘ultimate challenge’ in the journey from initial research through to the finished product.
“This is what ensures that the product will be delivered in the best conditions of performance, safety and practicality.”
