In Closing: From Cosmetics to Candles
Whether for makeup or candles, packaging must shine.
Carisa Janes knows a thing or two about launching a new product line. In 1999, Mademoiselle magazine touted Janes as “the world’s youngest beauty-biz veteran.” A specialist in both product and packaging development, Janes started her career at Urban Decay marketing and developing products. She also developed from scratch the vintage-inspired Body & Soul cosmetics line that still sells through Sephora, as well as the Hourglass cosmetic brand that launched at Barney’s New York in 2003. Nowadays, she heads up her own beauty consulting firm, ISA Design LLC, which oversees lines such as Sugar Cosmetics.
Recently, Janes took on a new challenge. This spring, she is introducing a new luxury candle brand called Animalia. Animalia’s candles comprise up to 85% essential oils.
As a packaging expert, Janes knows that good package design counts just as much in the candle market as it does in the cosmetics industry. “I think packaging is extremely important, whether it’s for cosmetics, candles, or anything else,” she says. “For me, it’s part of the reason why I buy a product.”
Animalia’s handmade glass jars are unlike any on the market. Each weighs 2 lb. The bottom of each jar features colored glass. Janes says she discovered the jar when walking through the offices of Zodax, a candle packaging supplier located in Panorama City, CA. “I saw it from across the room,” says Janes. “The glass didn’t have any color in it. It was clear, and I thought it was a solid, beautiful shape. At the time, I didn’t know I was going to develop candles. I just knew I wanted to work with essential oils. Finding the glass helped me make the decision to start with candles.”
Janes says that the coloring effect was the result of a mistake. “Initially, I wanted the glass to be tinted throughout,” she says. “The color at the bottom was an accident that happened when the company tried to tint the glass. When I saw it, I said, ‘[Wait], this is even better.’ ”
To add the color, dye is blown into the glass, creating a unique finish. Because each piece is mouth blown, the coloring varies, and no two candle jars are alike.
With this launch behind her, Janes can now compare the challenges of launching candles versus a cosmetics line. “A cosmetics line takes more work to launch because it needs more manpower and more retail space,” she says. “Candles require only a shelf to display, but it is a very competitive market. Packaging is very important. Because candles are accessories for the home, people are picky about the packaging. It’s always an added bonus when you love the fragrance of a candle and it also looks beautiful on your coffee table.”