Dr. Benjamin Punchard, Senior Global Packaging Analyst, Mintel.

In beauty and personal care metal primary packaging tends to mean two things; aerosol cans or metal tubes.

Indeed, according to Mintel’s research, in 2012 60% of launches in metal packs were aerosols and over 21% were metal tubes, with the remainder being decorative metal tins (14%), bottles (3%) and compacts (2%). With aerosols being so dominant it is perhaps unsurprising that it is here that we find our first packaging innovation.

This development, which has the potential to make a big impact, is the launch by Unilever in the UK of a ‘compressed’ aerosol. By technological advances in the actuator design this new, smaller 75ml aerosol is claimed to last as long as the previously standard 150ml size.

The Benefits of a Smaller Deodorant Can

Launched across the Sure, Dove and Vaseline ranges of women’s deodorants this new pack type has several potential benefits. Not only is the smaller size more portable and ‘handbag friendly’ but the design enables a 25% aluminium material saving on the standard sized can. There are also logistics savings with a claimed 53% increase in the number of cans that will fit onto a pallet.

Dove deodorant in the UK showing the existing 150ml size and the new 75ml ‘compressed’ size that is claimed to last as long.

However this smaller size may not be all good news. The smaller cans are retailing at the same price as the standard sized aerosols. With consumers very aware of what they are spending some may not see the value in paying as much for a smaller pack, or may be less willing to trust that this innovation can truly ‘last as long’. In addition the pack has a smaller profile on shelf and so shelf impact in the retail environment may be reduced.

This is truly one innovation where only time will tell if consumers will take to the changes, however, early reports suggest that some consumers are already seeing additional benefits to the new format.

For example the spray is lighter, less cooling and as a result more comfortable to use. The lighter spray can also reduce the instance of white marks on clothes.

Givenchy Hôtel Privé in Japan Photo: Mintel GNPD

If the format sees positive sales expect to see Unilever expanding this innovation to new markets as the reduction in packaging material, content and shipping costs all point to this providing Unilever with very attractive cost savings.

Metal Tubes

Metal offers an excellent barrier to oxygen which has made it an ideal choice of material for collapsible metal tubes – but, improvements in laminated tube technology and quality alongside potential cost savings represent a challenge to this traditional metal packaging format.

However, some brands are leveraging this association with tradition to bring a bit of heritage styling to their products.

Witness ADD+ Beauty Recover range of nourishing and moisturising hand cream launched by Sofei Da Chuan Enterprise in Taiwan. Here a collapsible metal tube features a small paper label to expose a large surface area of the metal. This is combined with historical botanical style images of plants to complete the look.

Witness DD+ Beauty Recover in Taiwan is a hand cream in a metal tube. Photo: Mintel GNPD

The tube is held in a board carton to communicate to consumers that this is a premium product, but here the carton has a large cut-out

Natural Scents Men Titanium in Mexico is packaged in a metal tube. Photo: Mintel GNPD

window to ensure that the primary pack material and styling are not lost in store.

Metal Can Be ‘Manly’ and Prestige

Metal packaging can also be leveraged to communicate ‘manly’ and often for product aimed at men a metal tube is leveraged. For example, Natural Scents de México recently launched a men’s shave cream in a metal tube.

Again – here the label leaves a significant portion of the tube exposed. The exposed metal is given a gloss finish which complements the brand name: Natural Scents Men Titanium.


Finally, metal also finds a niche in prestige products. This material can give weight to a product and also suggests permanence in a way that plastic struggles to replicate.

It was perhaps these considerations that led to Parfums Givenchy choosing a metal compact for the Givenchy Hôtel Privé Collection for Spring/Summer 2013. In this great pack a very simple design is given the luxury finish simply through the use of this great material.

ABOUT THE AUTHOR: As Mintel’s Senior Global Packaging Analyst, Benjamin is responsible for delivering actionable insight drawing on his 8 years of extensive international experience. Over this time he has worked with the leading multinational packaging companies to provide strategic market recommendations. Benjamin holds significant experience in conceiving, conducting and delivering quantitative and qualitative research

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