Basic. Clean. Simple—words that used to describe cosmetics packaging, especially for tubes, just a few years ago. But, it appears that the pendulum has finally swung the other way.

“You’re seeing the industry itself move very much from packaging that’s plain vanilla,” commented Christopher White, president, The Filling Station, a contract filler in Walpole, MA that specializes in tubes.

Tubed Products offers special decorating effects.

“The move is definitely away from plain white packaging and more to color,” agreed James Farley, vice president sales and marketing, Tubed Products LLC/Kerr Group, Easthampton, MA. He noted that stores such as Wal-Mart have had a significant impact on this, because its shelves feature a lot of color tubes. “There is that demand for shelf impact,” he stressed.

And all types of cosmetics products are being featured in tubes nowadays. In fact, above average growth is expected for plastic squeeze tubes based on favorable characteristics including lightweight, low cost, easier dispensing, portability and lower material usage, according to the report, Cosmetic & Toiletry Containers, October 2003, by The Freedonia Group, Cleveland, Ohio. “Healthy growth for skin care products and bath toiletries will support above-average prospects, particularly for stand-up tubes,” the study reported.

Hair care companies are also fueling the growth in tubes, as is the toothpaste market. “We’ve seen a lot more activity in the toothpaste whitening area,” John Miller, vice president sales and marketing, IntraPac, Naperville, IL, reported, “because these products have crossed into the cosmetic segment.”

In addition, “one of the most significant emerging categories is mass-tique, which features over-the-counter products at a higher level,” reported Farley. “These products have a more sophisticated look than traditional mass and have a higher price point.”

Decorating Adds Texture; More Color; Special Effects
Many of the larger cosmetics companies are requesting the most flashy, dynamic, gold-embossed, intricately designed tubes they can conceive, according to White. “It’s forcing the tube companies to step up – offer better artwork, have a better soft touch feel, be able to put photos on laminate tubes,” he stated.

“Our customers continue to raise the bar looking to launch more sophisticated designs,” added Kristine Christensen, director of marketing, Alcan Packaging Cebal, Norwalk, CT.

The recent trend of metallic looks is still hot for tubes, noted Farley. There also continues to be an interest in pearl and iridescent effects, which are achieved by adding pigments to the tube material, added Christensen.

Decorating technology has also advanced, moving from 4- and 6-color silk-screening machines to capabilities of 8- or 10-color, White observed. “When end product manufacturers hear about these capabilities, they want them,” he said. “And, if the supplier doesn’t have the ability to do them, it will have to go and invest $3 million on a new, 10-color machine.” Indirectly, “equipment manufacturers are forcing the tube manufacturer into buying the machinery.”

“The customer is pushing it to a higher graphic level,” agreed Jeffrey Hayet, director of East Coast sales, CCL Plastic, headquartered in Los Angeles, CA. “As a result, we need to execute the graphics that they are laying out.” He noted that CCL Plastic is currently investing heavily in upgrading the silk-screening technology at all of its plants, as well as making enhancements in its labeling and hot stamping capabilities.

“One of our latest innovations is our embossed laminated web,” reported Christensen. “This allows for a tactile pattern on the tube surface; we actually emboss into the web itself.” Alcan Packaging Cebal has also introduced pigmented webs that can give the traditional laminate tube a more upscale look, she stated.

The Squeeze Factor
With the increased use of full-squeeze plastic tubes for personal care products, Avery Dennison is seeing demand for its pressure sensitive label materials surge, as well. “Pressure sensitive labels help solidify brand identity,” commented Diane Ewanko, market manager, household and personal care, Avery Dennison, Painesville, OH.

She noted that, because tubes are usually line extensions for a brand of products, manufacturers may be going to different suppliers for different types of packaging. “The way to keep the line looking consistent is to use the same pressure sensitive label on all of the packages,” she explained.

Tubed Products offers colorful tubes for greater shelf appeal.

O. BERK recently introduced a line of plastic squeeze tubes that provides customers with multiple decorative options. Available in a wide range of sizes and colors, the tubes are also offered in UV, matte and gloss finishes, as well as polypropylene and high- and low density polyethylene materials including soft touch, dual layer and co-extruded. Decorating processes include offset printing, silk-screen, hot stamping and labeling, the company reports.

Aside from the obvious convenience factors with tubes—such as getting more product out of the package—“you have great colors on tubes and a lot of beautiful graphics,” noted Steven Nussbaum, director of marketing, O. BERK.

IntraPac’s Miller reported that there is also an increased interest in laminate with regard to tubes, “because of the print quality. You can really define the design and carry it forward,” he said, adding, “We see a lot of jobs coming in that are eight colors and nine colors, and we’re able to do those in a laminate pretty easily because of the printing capabilities we have in that area,” Miller added.

Form and Function
One of the most popular new styles or shapes in tubes is the oval. “Until recently the only shape that was available was round, but with the advent of oval shapes, the tube manufacturers have created new excitement in the market,” reported Robert Reinhardt, executive vice president of sales, World Wide Packaging.

“We continue to see interest in oval tubes,” agreed Christensen. Alcan Packaging Cebal’s range includes various size oval tubes; its latest addition is a 40mm oval tube, which will be offered with a flip-top cap.

To be able to offer better products in tube form, one of the things tube manufacturers have had to change is barrier properties. “Tube manufacturers are going to a lot of co-extruded tubes versus the straight mono-layer tubes, so that you can put things into them that you couldn’t normally, or it would be difficult to do, or you would compromise shelf life,” stated White.

“Laminates have taken volume away from other tubes, as well as plastic bottles and tottles and things like that because of decorating capabilities and their ability to hold product better,” Miller noted. He sees big things for the future of laminate tubes and expects double-digit growth in the years to come.

Recycling Rainbow
Environmental issues are becoming increasingly important to the tube category, as well. “We are the only company currently doing post-consumer recycled tubes, and that’s with Aveda, Burt’s Bees and Origins,” stated Hayet, adding that CCL Plastic has had tremendous success in this area. “And, we’re continuing to see a lot more interest in this concept.”

“Now that these companies are doing it, other companies that focus on being environmentally friendly are sure to follow suit,” added White.

Norden AndBro offers various attachments to its tubes.

Growing Attached
Pitman, NJ-based Norden AndBro is exploring the possibilities of placing various attachments at the end of tubes. The company has been offering its patented hands-free tube with a sponge attachment for several years. It is currently being used on a number of products. “The tube and applicator fit well with any product that you don’t want to get on your hands,” commented Deb Spaeth, sales, Norden AndBro. For a depilatory product, the tube is packaged with a scraper.

The company also offers a tube that features a pumice stone on the end, designed for use on the feet and elbows, and will be introducing a tube with a squeegee before the end of this year. In addition, 2005 will see the launch of a tube with a brush on the end.

World Wide Packaging recently introduced Liscio, a tube that is extruded from low-density polyethylene in one piece, including the cap. “The cap (either flip-top or push-down) is actually headed directly to the tube and oriented exactly in the direction that our customers desire,” reported Reinhardt. “It cannot be removed, so there is no possibility of cap back-off and no contamination between the cap and the tube.”

The most recent offering from CCL Plastic is the new Nova Integrated Packaging System on a 2-inch tube. “It is an integrated tube system where the cap of the tube orients to the front copy of the tube,” explained Hayet. “The closure screws on, as opposed to the others that snap on. The whole design makes it more cosmetically appealing.” The removable dispensing closure is self-cleaning, which eliminates product clogging, the company added.

Follow the Lead
While new products abound, keeping pace with demand is a challenge for tube suppliers. Lead times for tube delivery are a factor for the industry.

“With tubes, basically each order is custom made—the size, the dimension, the graphics,” said Nussbaum. “As a result, lead times for tubes are pretty long.”

“The increased demand for tubes has created much longer lead times for tubes, which both manufacturers and tube customers do not like,” concurred Reinhardt. “No one wants to wait 16 weeks for delivery of a component.”

“Especially since timing on new launches is getting tighter,” added Christensen. “Companies are looking to get their products to market with much shorter lead times, which challenges us to manage all aspects of the development process efficiently to keep the launch on target.”

Child Resist Cap Features ‘Push/Turn’ Opening Rexam’s TubeLoK closure. As more personal care formulas include active ingredients, child resistant closures are becoming more important. Rexam Closures & Containers offers a one-piece, senior-friendly, child resistant (CR) tube closure that passes CPSC protocol testing. Rexam’s TubeLoK (T-CR) closure features a push-and-turn mechanism that is easy to operate for adults but thoroughly child resistant. As the closure is secured, a “click” indicates the closure is locked onto the tube’s neck. This unique closure system creates a spring effect when downward pressure is applied, locking the cap in place when released.

An Eye on Overseas
Lead times are pushing people to do things they wouldn’t normally do, reported White. “This is only the second time in the last seven years that I’ve seen lead times extended beyond the normal eight to 12 weeks. I’ve seen some companies at 23 weeks on some sizes.” That translates to cosmetics companies needing to order tubes six months before launching a product.

Because larger companies often get preferential treatment because of the size of their orders and the volume of business that they do each year, mid-sized and smaller companies are often being squeezed into that longer lead time. As a result, many U.S. companies are going offshore to find tubes.

“We’re seeing very high-end products coming in from Austria, tubes of incredible quality,” noted CCL’s Hayet. “The Far East and India are also exporting to North America in large amounts, and it’s compromising the market, because it’s based primarily on price. And, the market is already very competitive, so it is having a major effect.”

“China now has an office in Washington state called Express Tubes, and it’s telling customers that it can have sample to finished product in four to six weeks,” commented White. While some major brand marketers won’t go to China, “if you’re a company that’s buying 100,000, you cannot only get it quicker, but you can save a penny or two. So, that’s the way a lot of them are going.”

Still, there are issues with foreign supply. “It’s becoming easier and easier to get a plain tube overseas,” White offered. “But, I would never go overseas for a 6-, 8- or 10-color job. Overseas manufacturers just aren’t equipped that way.”

And, though Express Tubes may claim a rapid turnaround, most foreign suppliers cannot make such a statement. “With foreign products, shipping on water takes 23 days. And, since September 11, 2001, getting through customs is much tougher, and can take anywhere from three to 10 days,” stressed Hayet. “So it can really mess up lead times.”

Consolidation Continues
With the increased foreign competition, the consolidation of the North American tube business continues.
“There is consolidation in the North American tube business, and there needs to be,” Hayet remarked. “Twenty years ago, there were three or four major players in the industry; now there are six or seven.”

On the heels of several acquisitions that were reported in 2003, Silgan Holdings Inc. just announced in September that it had acquired the plastic tube manufacturing assets of Amcor Plastube Inc., located in Breinigsville, PA for $5.5 million plus approximately $2.2 million for net working capital consisting primarily of inventory. The acquisition complements the firm’s acquisition of Thatcher Tubes in January 2003, and expands Silgan’s manufacturing capacity for plastic tubes for personal care products by approximately 30 percent, according to Silgan.