Topping off the Package
New dispensers offer consumer-friendly solutions for personal care products.
By Bajeerach Lowe, Associate EditorPumps, caps and dispensers top off packages for a decorative as well as functional finish. Their purpose can be multi-faceted to protect the product from the elements, to make dispensing more easy for the consumer or even sometimes to change the form of the product as it leaves the container.
While recent focus groups for Hawaiian Tropic, Daytona Beach, FL, have shown that lotions are the preferred form of suncare, sprays are also starting to emerge as another application method. "Consumers perceive sprays to be easy and less messy," says Stephanie G. Mellenberndt, domestic product manager, Hawaiian Tropic Suncare. Included in Hawaiian Tropic's 2001 launch is an Oil-Free Sport Sunblock in an eight-fl.oz. bottle with a spray dispenser from TricorBraun, St. Louis, MO.
The Euro-designed Tricos sprayer that features an inset trigger actuator, emits .5ml of fine mist that has an aerosol pattern due to the compression control system at the end of the product channel. This technology reduces drops in pressure while actuating the pump. It also features a tamper-evident seal that is broken when the pump is actuated for the first time. "The color options are unlimited as far as matching to a bottle or label color scheme," says Suzanne Fenton, director of marketing, TricorBraun. "Up to three different colors may be used in the manufacturing of a pump, so the ultimate in customization and matching to the product branding can be achieved." Hawaiian Tropic chose a transparent yellow, which complements the bottle color, for the sprayer body. The actuator and insert on the top of the body are a solid white. "The height of the dispenser combined with the bright yellow and red unisex decoration will give the line captivating shelf presence," says Mellenberndt.
"The dispenser is the perfect balance of performance and design," she adds. "The smooth, operating force, tamperproof seal, fine mist spray and appealing design render it perfect for our newest Sport item. A sophisticated compression control system seals the dispenser at the end of the product channel, thus avoiding drops in pressure while actuating the pump. The orifice is mechanically sealed, minimizing the clogging during and after operation."
Modern Message
The Anew line is a mainstay for Avon, New York, NY. And repackaging the line was no small matter. The launch of Retroactive, a skin cream for all ages that promotes the enhancement of cell communication and the regenerization of aging skin cells, marks the beginning of the line redesign. "Anew Retroactive is the 'jewel of the crown,' the centerpiece of the line," says Ellen Rost Caruso, senior design manager, skincare and personal care, Avon.
Caruso describes the redesign as a move "from more high-tech shapes and colors to a softer, more beauty-oriented palette yet maintaining [the line's] technologically advanced message."
The silhouettes are consistent to create a signature look. The blue-green pearl was chosen as the signature color, and the logo was softened to make it more modern. For the jar closure, Avon turned to Tech Industries Inc., Woonsocket, RI, for a solution. "The closure has many special and unique attributes," says Caruso. "We wanted this cap to feel as good as it looked, especially when combined with the jar. We chose a larger orifice, which is friendlier for the consumer yet a shallow low profile cap."
In order to capture the unique, free flowing design, Tech reverse-engineered the model to capture exactly what the artist was looking for. "This two-piece closure is lined, hot-stamped and assembled," says Bill Nast, president, Tech. "Our in-house process engineering team designed and built a cell operation that could meet Avon's production requirements of 80,000 units per day and satisfy their cost-of-goods objective."
In addition, the two-piece construction allows for the translucent pearlized outer. "The delicate balance between the pearlized inner and translucent pearlized outer combine giving it depth, luster and sheen," says Caruso.
Dispensing Results
Earth Sense Ltd., Minneapolis, MN, feels the results of its skincare products is what keeps customers coming back for more. "The packaging of the product is linked to the results the product will have," says Kate Hepp, Earth Sense. "Is the product easy to use? Does the pump work consistently? Does the mister clog or break down with essential oils? Can the consumer travel with the item? Does the package allow the customer to use the product on a daily basis? All of these issues affect the consistent use of the product and customer satisfaction with the product."
For its first line, the WaterSource line, Earth Sense chose glass packaging for its substantial feel as well as recycalability. But several items were packaged in plastic for consumer ease. The Nourishing Body Oil and Vitamin Replenishing Lotion was put in plastic bottles with disc caps allowing for one-hand use and preventing leakage during shipment or consumer travel. "A Saddle Pump was the necessary choice for our large Vitamin Replenishing Lotion," adds Hepp. "Packaged in a 12oz. PET Jefferson Round, the pump allows the user to dispense the product from the bottom of the container thereby using all the product and allowing the product to be locked during travel."
Earth Sense's new line, Daily Essentials, incorporated the same values and expectations but employs a look chosen for its appeal to a younger audience. "In developing the line we wanted the packaging to project the clean and healthy approach to skin care as well as allow the user to see the beauty and textures of the products' ingredients," she says. Clear PET stock jars and custom run caps in natural were used from O. Berk, Union, NJ. Custom disc caps were selected for this line's body oil and lotion as well, supplying one-handed dispensing and travel ease.
Liquid to Foam
The Table Top Foamer, from Airspray International Inc., Pompano Beach, FL, was developed following the popularity of its F2 Finger Pump Foamer. Both foamers turn liquid into foam without the use of chemical propellants. While both are available in 0.8- and 1.6ml sizes, the Table Top Foamer has a different liquid to-air-ratio than the F2. The liquid chamber was increased while the air remains the same, resulting in wetter foam. "This is the ideal dispenser for hand soap," says Robert Brands, president, Airspray. According to Brands, the industry's initial reaction has been very positive including Dial Corp., Scottsdale, AZ, who has signed up to use the foamer for its new foaming antibacterial hand soap, Dial Complete, which will be launched during the first quarter of 2001.
Retro Look
Liz Claiborne, New York, NY, has taken a page from Lucky Brand Jeans' book, according to Margo Sokol, senior director of marketing, with the launch of Lucky You fragrances for men and women. Designed for a target audience of men and women between the ages of 18 and 34, the look is decidedly retro. The apothecary type bottles, in "coke" bottle green for the men's fragrance and depression glass pick for the women's fragrance, are embossed with the fragrance and brand name as well as a four leaf clover. The bottles are topped off with caps and dispensers from Risdon-AMS, Thomaston, CT. The three-piece caps are manufactured with a black TPE elastomer (Santoprene®) rubber outer cap that is assembled into an anodized aluminum collar. These components are locked together with a polypropylene insert, which fits to the pump. The rubber outer was designed with air clearances or gaps giving the cap a flexible feel. "The elastomer material has a great tactile feel, but it is very soft and is not commonly used as a material for caps," says Dennis Desrochres, vice president, sales and marketing, Risdon-AMS. "It was a design challenge to execute a concept that could be efficiently manufactured and at the same time be true to the designers' vision." The low profile pump features The Crimpless System® for the 50- and 100ml sizes. The 15mm pumps utilize the Smaller Outer Diameter Crimpless System collars.
Simple Lines
Calvin Klein also chose low profile pumps with The Crimpless System for its new fragrance launch of Truth. But the cap Calvin Klein chose couldn't be more different than that for Lucky You. Designed with the simplicity Calvin Klein is noted for, the caps are produced in ABS, the outer surface of the cap is electroplated in silver white bronze. The inner cap is molded in polypropylene. Looking at the bottle and cap straight on, it appears to be a very simple rectangular shape. But when turned to the side, the profile of the back of both the cap and bottle has a gentle slope that comfortably fits in the hand. When noting the challenges the cap presented, Mark Edmondson, product engineer, Risdon-AMS, says, "The very particular shape and size left us very little space in which to construct and fit the inner cap into the outer cap. Due to the added constraints of not having any external marks visible on the outer cap, the retention of the inner cap was particularly difficult to achieve." The caps meet flush with the bottle, and match the shape both on the flat front, as well as the curved back.
Attracting Men
Formulas by Ecoly, Chatsworth, CA, strives to differentiate its products through packaging. Its Rumble Boys line, specifically designed for men, defies all traditional styles of packaging. In a world full of computers and TVs and massive overstimulation, Michael O'Rourke, CEO, Formulas by Ecoly, is striving to use emotional appeal to lure his customers. "You have to take emotion and create something-packaging-that is a phenomenon, something that is exciting," he says.
So, when designing the Rumble Boys line, O'Rourke decided he wanted products that men would buy for themselves and women would buy for the men they love. An industrial orange shade was selected as the primarily color for the line. "It screams revolution. It is typical of what a man is like," says O'Rourke.
Formulas by Ecoly turned to SeaquistPerfect Dispensing, Cary, IL, for a solution for its Hi Voltage Think Big Foam. "Ecoly wanted to make their product distinctive through packaging," says Carleen Kreider, vice president, innovations, SeaquistPerfect Dispensing. "We supplied them with a number of options."
Formulas by Ecoly chose a dispenser that was conceived for products outside the personal care market. The end result is a package that resembles a bullhorn or fire extinguisher. A large finger pad adds convenience for the consumer while the long spray channel allows the foam to expand and form.