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50 COSSMA 4I2015 PRODUCTION PACKAGING NEWS NEWS Packaging Lip Balm now available in lipstick version Topline I Instant Light Lip Balm Perfector from Clarins, one of the brand’s bestsellers since 2007, has just come out in lipstick ver- sion. This version offers a new option for consumers seeking a care formula and the application gesture of a lipstick. The aluminium packaging has the streamlined silhouette of a slim stick with a di- ameter of 10mm and sports the colours of the collection allowing the consumer to easily select the colour of her choice from among the six shades. The body is colour lacquered in bulk, a complex technique when working with aluminium, but the only process that gives homoge- nous coverage and perfectly matches the colours with the shades from the collection. The cap and funnel are an- odized in pale gold. The launch will fea- ture a mini sam- pling version, also created by the company. www.topline-usa.com photo:Topline Lip Balm offering the application gesture of a lipstick Link between packaging satisfaction and purchasing MWV I Packaging Matters is the company’s third annual study of the impact of packaging on product satisfaction and consumer purchas- ing behaviour. This year it examined the attitudes of consumers in the five markets Brazil, China, Germany, France and the United States across 11 FMCG product categories including personal care. The study shows global consumer satisfaction is strongly linked to purchase in- tent and brand loyalty. While a majority say new packaging is headed in the right direction, there are significant current gaps between the im- portance of product packaging and how brands are meeting consumer needs. Consumers are clear on how to close this gap: with targeted innovations related to functionality and safety. Pete Durette, senior vice president, MWV, said: “Consumers continue to want more from packaging, especially when it comes to function and safety.” Consumers who are completely satisfied with packaging engage in sought-after purchase behaviours more often. These consumers are more likely than their less satisfied peers to purchase and use products frequently (57% v. 47%), shop frequently both in-store and online (24% v. 17%), and try something new because of packaging (44% v. 36%). Similar to last year’s study, Packaging Matters data show 31% of global consumers consider packaging very or extremely important to their overall satisfaction with consumer products. 37% of consumers have tried a product because packaging caught their eye or purchased a product again because of packaging functionality. In geographic distribution, packaging is most important to consumers in developing markets (China and Brazil), where trust in the supply chain is not as strong as in developed markets (France, Germany and the United States). More than 1 in 3 consumers say packaging is very or extremely impactful to their purchase intent in the field of beauty, personal care and fragrances. When it comes to retail channels, packaging is considered more important to in-store purchas- es (57%) than online purchases (43%), but that gap is closer than some might think. China was the only country in which a majority of consumers (65%) say packaging is more important for online purchases. Those who say packaging is very or extremely important to their satisfaction are also more likely to increase the frequency with which they shop online in the future. The study shows that 83% of global consumers are at least moderately satisfied with pack- aging, but just over 1 in 10 is completely satisfied, leaving an opportunity for brands. www.mwv.com/packagingmattersstudy photo:DSBFoto,Shutterstock.com As only just over 10% are completely sat- isfied with packaging this leaves an op- portunity for brands Tube precisely dispenses one drop at a time Total control from a tube Quadpack I The new 15ml Dropper Tube from Yonwoo is the first dropper on the market that offers perfect dosage according to the supplier. No matter how hard or soft you squeeze, this tube actu- ates a liquid formula in 0.055ml drops – with each and every one the same*. The tube allows a single drop to be placed on the fingertip, for precise application to a local area. The one-drop-at-a-time system uses a suck-back system to ensure accurate drop size. Any liquid not completely actuated gets automatically drawn back into the tube. Such precise control makes the tube perfect for oils and liquid serums for targeted skin care and hair care treatments. *Within a range of 0.060–0.054ml, www.quadpack.com photo:Quadpack Ī COS1504_50_Pack_News_COS1409_32_News_Packagin_GB 26.03.15 13:14 Seite 50 COS1504_50_Pack_News_COS1409_32_News_Packagin_GB 26.03.1513:14 Seite 50