Tubes: A Double Dose of Style
Customers can adjust their pigment dosage depending on where they squeeze Tarte’s Double Dose lip gloss tube.
Tarte Cosmetics’ Double Dose lip gloss is housed in a dual-chambered tube. The tube not only gives the product an intriguing look, but its tube-in-a-tube design allows users to customize their product application.
The package’s smaller inner tube contains a tinted formula. This formula delivers not only the lip gloss’s mineral pigments, but also contains Tarte’s new t5 super fruit complex, a proprietary blend of five of the “most-active super fruits”: acai, goji, maracuja, acerola, and pomegranate. According to Tarte, “the first blend of its kind, t5 is loaded with naturally occurring, antioxidant-rich nutrients and vitamins that have been known to deliver refining, anti-aging, and skin-restorative benefits.” The formula also contains what Tarte calls its skinvigorating ingredients, including shea butter for moisturizing and peppermint oil to soothe the lips and provide a minty, refreshing feeling.
The larger outer tube contains clear, high-shine gloss. The two formulas—the vitamin-packed pigment and the clear glosses—are dispensed together out of one applicator orifice when customers squeeze the tube. “Tarte is first and foremost about healthy, natural products with skinvigorating ingredients,” says Heather Ratushny, Tarte’s senior manager of product development. “We wanted to create a lip product that gives our customer a double dose of beauty and treatment. The inner berry boost is a t5-infused concentrated pigment, while the outer layer is a high-shine gloss. We felt that the double-chambered tube was the best way to deliver this innovative idea.”
The dual-chambered format also provides another benefit. The clear gloss and the pigmented gloss can be dispensed in different ratios, depending on where customers squeeze the tube. “With this package, the customer is able to control the amount of pigmented gloss she is getting by putting pressure on the tube at different points,” explains Ratushny. “The top near the crimp is where she will get a 50/50 ratio of the t5 super fruit complex-infused gloss and the high-shine outer. Pressing towards the base of the component will give her more of the high-shine gloss.”
Ratushny also adds that this is the first tube that she knows of that features only one applicator orifice for dual chambers. “There is an inner tube molded into an outer tube, which allows both tubes to actuate the gloss formulas through one central piece, instead of two separate areas. This is the first package to achieve that function of application, as other tube-in-tubes are kept completely separate and actuate separately, too.”
Tarte also added accents in its signature purple color. Tarte designed a plastic bar, vacuum-metallized in custom metallic purple to match the tube’s cap, which was fitted over the crimped area. “The metallized finish definitely adds an upscale look to the component,” says Ratushny, “but it is also functional because the crimp area of this tube is double the average thickness, which makes an already unattractive crimp area even more so. We found a solution by custom making the crimp piece to fit over the thicker crimp area.”
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