Applications: New Hue Clues
Multivac and Rapid Development Services helped Arcade Marketing produce samples for Mary Kay's Signature lipstick. For liquid-fill lipstick samples, a thermoform-fill-seal system pumps out the latest colors.
To leave a positive first impression with lipstick consumers, Mary Kay Cosmetics (Dallas) wanted a first-class sample package, says Tom Burtzlaff. Vice president of operations for Arcade Marketing (New York City), Burtzlaff says that Arcade was charged with delivering an attractive one-time-use package for the launch of Mary Kay's Signature line of lipstick in December 2002. "These samples will often be consumers' first experience with a product, and the appearance must represent an image the company would like to portray into the mind of a potential buyer," he explains.
Arcade worked with Multivac (St. Louis) to create a package that accommodates liquid fills, an applicator, and a safe, easy-to-open design. The challenge was to design a cost-effective, trial-sized cosmetic package that was on time and within budget. They also needed to replicate the lipstick consistency of the retail line.
Multivac partnered with Rapid Development Services (RDS; Chesterfield, MO), the company's automation partner for consumer products, to supply Arcade Marketing with an integrated system. The team worked through a single point of contact to keep the process streamlined from the project's beginning to end, says Ralph Vatterott, executive vice president of RDS. Together, the companies customized
an R230 thermoform-fill-seal (TFFS) machine and a material-handling system that minimize risk of material damage. The final machine build-out has the automated RDS system straddling the loading area of TFFS system.
The integrated system produces 2 X 2-in. samples, including a lipstick and applicator, within a six-pack configuration. The thermoformed sample package
is silver titanium, like the full-sized lipstick cases, with a high-gloss, blemish-free finish. It features a clear color-viewing window and easy-open tabs and microperforations to allow the samples to be distributed individually.
RDS controlled the amount of lipstick inserted into each cavity. The system ensures each production cycle produces samples with an exact amount of lipstick product and precise print registration. Other capabilities include forming the rigid material with spiral perforations for easy opening, accurate window registration for the lipstick product, and specialized printing. A 20-minute color change helps support Mary Kay's full line of lipstick colors. Multivac implemented the system within 25 weeks.
Mary Kay is extremely satisfied with the features and benefits of its new high-gloss sample packaging, especially the color visibility, says Burtzlaff. "These sample packs have helped Mary Kay support its full line of 39 colors and increase product awareness while diminishing inventory costs." Consultants find the packaging to be user-friendly and convenient. With the new system, Arcade can supply Mary Kay with 50,000 samples per day.