In Closing: Brush Bouquet
A new technology makes good scents for marketing.
by Jennifer Kwok, Managing EditorAnisa International has introduced a new type of scented handle for cosmetic brushes. The handle is made from a scented natural polymer derived from wood pulp. Anisa partnered with supplier Rotuba to create the brush handle.
“The polymer is made from wood. We encapsulate fragrance into the material,” says Adam Bell, president of Rotuba.
Eastman Chemical Co. supplies Rotuba with the wood polymer, and Givaudan is the primary fragrance supplier. Rotuba uses its patent-pending Auracell process to impregnate the resin with fragrance and color. Once the polymer is ready, Rotuba ships it to Anisa, which then uses standard injection molding to create the brush handles. “It’s just a regular plastic injection-molding process,” says Anisa Hunt, president of Anisa International. “We use our existing tooling. Rotuba’s factory coordinators visited our facilities in China and showed us how to work with the resins, which was very helpful.”
According to Bell, Rotuba’s scented polymer differs from those of other companies because its natural properties allow the scent to permeate and constantly migrate throughout the polymer. In most other scented plastics, the scent can only escape from the surface and can wear off quickly.
“With Auracell’s patent-pending technology, fragrance is constantly being emitted because the polymer breathes just like wood,” says Bell. “It retains the scent even when exposed to air and moisture.”
Rotuba developed its fragranced plastics 25 years ago for air fresheners. Bell says the company has recently used Auracell to create products such as bracelets, bathroom accessories, sunglasses, and cell phones—but that Anisa’s brush handles are a first. Auracell could also be used to create other types of cosmetic packaging, such as compacts or lipstick cases.
The marketing potential for both mass markets and luxury markets is high. For instance, luxury fragrance brands could scent the brush handles with their perfumes. “This is a way to constantly remind customers of a fragrance in an item that they use every day,” says Bell. “You’re going to start seeing this used in hotel key cards and credit cards—the options are endless.”