Esther Palevsky, of Freedonia Group

Due to their favorable aesthetics and resistance to chemicals (in the
products) and moisture (in bathroom environments), plastic films enjoy more
widespread use in the cosmetic and toiletry segment than in most other primary
packaging markets.

Among the various application methods, pressure sensitive adhesive labels (PSAs), shrink sleeves, and wraparounds are projected to enjoy healthy gains.

Self-adhesive extended content labels (ECLs) will remain a particularly important component of the cosmetic and toiletry label segment, especially as the industry becomes increasingly globalized.

More Types of Labels In-Demand

Producers of personal care items are seeking out ECLs that are large enough to accommodate all of the information necessary for the sale of the product in multiple countries, each with their own labeling laws.

ECLs and shrink sleeves will further benefit from efforts to eliminate the use of outer cartons by printing all of the required information directly on the product’s label.

Additionally, the tamper evidence properties of heat-shrinks will support growing use with small tube-shaped cosmetic containers such as lipsticks and mascaras.

Label demand is on the rise.

Which Materials are Popular?

Metallized stocks (both plastic and paper) are popular in the cosmetic and toiletry market.

These substrates can provide an upscale image that enables personal care product manufacturers to position their goods as premium, high-quality products.

Metallized materials will continue to benefit from their use as an alternative to hot stamping or metallic inks.

Due to the importance of product image and packaging in the cosmetic and toiletry market, manufacturers have generally been
willing to invest in higher cost, state-of-the-art labels featuring advanced substrates, inks, and graphics.

Cosmetic and Toiletry Label Demand in Millions of Dollars. Source: The Freedonia Group.

Anti-counterfeit security labels also find use in this market, as do alternative materials such as tree-free paper made from natural stone.

For instance, Natural Source Printing’s Fiberstone is made from calcium carbonate and HDPE. It has the look and feel of paper and the moisture and tear resistance of plastic.

Higher value labels are especially prominent in color cosmetics, due to consumer desire to know the exact color of the product being purchased. In the case of opaque packaging, label companies often must go to great lengths to match the exact hue of a bottle’s contents in their printing, which may require the use of special premium inks.

As a result, transparent labels are very popular. UPM Raflatac’s Raflex Plus Clear is designed for use in the health and beauty industry. This thin transparent film is also resistant to problems of wrinkling on squeezable surfaces.

ABOUT THE AUTHOR: Esther Palevsky is an analyst at The Freedonia Group, Inc., www.freedoniagroup.com

Palevsky has a BA from Case Western Reserve University and a MLS in library science from the University of Pittsburgh. Since she was hired in 1991, Ms. Palevsky has written many packaging titles including Rigid Bulk Packaging, Converted Flexible Packaging, Aseptic Packaging and Protective Packaging. Before joining the company, she worked for the Cleveland Public Library and BP.