When Function Trumps Form

With a focus on the consumer experience, dispensing technology continues to evolve, giving brands additional means to differentiate.

Written by Steve Katz, Associate Editor

Packaging is capable of appealing to beauty consumers in a variety of ways. Be it gorgeous cartons with tactile elements, luxurious and shapely glass, or a pressure-sensitive label that pops on shelf, products in all categories benefit from innovative packaging concepts. But the aforementioned components generally deal with form, not so much function. What happens when that package comes home and it simply doesn’t meet the consumer’s standards? What if it doesn’t spray, squeeze or discharge its contents to the consumer’s satisfaction? Chances are, what doesn’t happen is a repurchase.

While graphics, colors, shapes and contours command the spotlight on the outer packaging components, when it comes to dispensing—the parts that literally move the product—it’s function and form, and performance is critical. Suppliers in this area are leveraging their talents to design, create and update the dispensing technologies brand owners and customers rely on.

Catalent’s DelPouch technology provides clean, one-time use dispensing.

Be Different

Different is good, especially as it relates to the crowded, competitive beauty market, and beauty brands are always looking to get a leg up. And an innovative dispenser can go a long way in providing a memorable experience for a product’s end user.

“Differentiation, a stronger shelf presence, often becomes the first question for a new launch or restage,” says Earl Trout, director of marketing for MWV’s personal care division. “Differentiation is often demonstrated by a range of aesthetic options for a package, but lately the desire has been to move into complementary packages that offer a different experience in addition to a new look,” Trout says, adding that hair care brands are achieving this through the use of MWV’s Mini-Trigger, instead of a traditional fine mist sprayer.

“In hair care, we recently launched our Mini-Trigger Petite fine mist sprayer as an extension to our Mini-Trigger Curve. The Petite version delivers our high-output option and integrated button lock coupled with a unique, ergonomic design that delights consumers while running more effectively on fill-lines,”Trout explains.

MWV is also experiencing a surge of interest in its ShowerGuard and Cascade dispensers for shampoo, conditioner, and body wash products. “We just completed a consumer insights study that confirmed a strong preference for dispensers in the bath and shower, citing convenience, value, and safety. These two dispensers are market leaders in water ingression protection—essential for any in-shower product, as they reduce bacteria growth in the formulation and improve product efficacy,” Trout says.

James Alexander’s new laminated foam heads allow for an abrasive surface for skin care.

Convenience, cleanliness, safety and value are all advantages that a well-made dispenser can offer. And these attributes are evident with Catalent’s offerings, but with a focus on one-time usage. “We are seeing demand for convenient single-application solutions, as well as ‘no mess’ solutions that allow consumers to apply the product in a clean, sanitary way,” says Aileen Ruff, Catalent’s group product manager, commercial packaging.

Catalent’s DelPouch technology is a unique topical delivery system that provides convenient, “no-touch” application through its patented single-use design, explains Ruff. “Our DelPouch solution supports a .5 or 1g fill weight for topical products, with an attached foam applicator. The design allows customers to apply product contents directly to the desired area, and the package is discarded after one use, so consumers do not come into contact with either the product or their skin, providing an easy, sanitary means of application. DelPouch is a patent protected technology with a sophisticated look and feel that offers clear consumer benefits and opportunity for differentiation,” she says.

Aptar is another company, that when it comes to dispensing, emphasizes convenience and cleanliness, while also giving special focus to travel and sample sizes. “Because our products can be easily carried in a bag or purse, our focus is always on how to provide a reliable dispensing system. Nothing is worse than finding out that the sample you have been carrying in your bag, has leaked all over! The challenge is to design a small and efficient dispensing system with easy-to-use functions and aesthetically pleasing lines,” says Sylvie Darensbourg, North America market development manager of Gift + Promotion, Aptar.

For the fragrance market, Aptar’s Easy Spray design was engineered with the clip in mind. It has a slight recess under the actuator to allow placement of the clip. “A few years ago came Easy Link: a clip preventing actuation when in place but also giving the opportunity to add the brand identity with the use of the link,” explains Darensbourg. “This year, Easy Clip Card was launched. This version, while still preventing actuation, also offers the option of securing Easy Spray on a card in any direction when conveying the brand message to a wide range of customers,” Darensbourg says.

Aptar has developed innovative products that are not only ideal for the on-the-go consumer, but can also be incorporated into novel promotional campaigns. “Another very popular mini packaging concept is Imagin,” Darensbourg says. “This unique turnkey package allows any customer to turn a mini spray sample into a complete customized package. It’s an extremely flat dispensing system, and is fully adapted to its shape and has been used in direct mailing, for street marketing campaigns, and has even been inserted into magazines and in clothing for promotional campaigns.”

Carol Gamsby, director of sales for James Alexander, says that the company’s ampoule technology is what sets it apart as a different type of dispensing system. “We have always tried to be unique in our packaging, and our patented plastic ampoule is the perfect example. We have new laminated and compressed foam heads in different shapes and sizes that can be customized to fit our clients’ needs, providing them with a one-of-a-kind packaging experience for their customers,” she says.

New from James Alexander is its laminated foam heads, which allow for an abrasive surface for skin care products. “As with all our tips, they can be customized in shape, color, size, density and cut,” Gamsby says. “Plus, these tips fit on our patented plastic ampoule and can be used with our line of glass packages, so there is not an issue with compatibility or stability between the package and product.”

Adding Value

Some suppliers are reporting that customers are focusing more on price these days, which presents a unique set of challenges.

Rebecca Holland, marketing director, Kaufman Container Company, notices a recent resurgence of more traditional-style dispensing products. “Perhaps it was due to economics or the desire to have a more simplified package, but in the past few years we had seen many requests for dual-dispensers or the latest and greatest in airless options. In 2010, many of our customers went back to the basics. We had several customers choose a wide-diameter disc-top closure, which gives the overall package a more symmetrical and sleeker appearance. In many cases this look was carried out throughout an entire line in various sizes,” Holland says.

Kaufman’s Disc-top dispenser caps seem to continue to be the primary choice on most of the packages with Kaufman’s personal care clients, Holland says, especially in the hair care market. “Metallized overshells have also been used to give a more upscale and elegant appearance. On the pump side of things, our customers continue to choose from a wide variety of meter-dosed pumps, fingertip pumps, as well as airless dispensers. The type of dispenser desired truly is dependent on the product at hand. There are a number of options in the market and the array of choices continues to grow. For our customers, this mean increased availability, particularly in stock dispensers, and more economical pricing.”

Jan Wilson, VP development at Taiki, observes a move away from tradition in certain markets. Wilson says that beyond a point of differentiation, some of the key factors, in addition to portability and ease of use, are a premium aesthetic and effective application to the skin.“Especially in skin care, we’re seeing a move away from traditional packages such as jars, tubes and bottles, to more sophisticated dispensers that have unique applicators. Given Taiki’s long history in manufacturing beauty tools—sponges, applicators, brushes, puffs—it was the natural next step to extend this expertise into dispensing systems,”Wilson says.

Taiki has recently developed the triple roller ball delivery system for the Olay Regenerist anti-aging product line. “The unique air piston ‘pen’ with three stainless steel ball bearings not only dispenses a metered dose of the product but additionally provides both a massaging and cooling sensation,” Wilson explains. “From Taiki’s wide range of more than 80 liquid dispensers, including four standard mechanisms and 12 size profiles, we have many considerations for customers’ dispensing challenges.In addition, we are constantly adding stock options to the Taiki liquid dispenser product line and the nature of the line allows us to create unique applicators specific to a customer’s needs with usually only one to two new molds. It’s a very cost-effective way to create a customized package solution that’s also quick-to-market.”

The Airless Experience

Airless packaging, while able to offer luxurious aesthetics, sanitation and product protection, is also a dispensing system that provides the efficacy that few technologies can rival.

Alex Silberstein, regional sales manager for Mega Pumps, emphasizes how airless dispensing can enhance the overall experience. “Our customers want to offer a unique consumer experience through a dispensing system. Airless dispensers are a good solution, enhancing consumers’ use,”he says, noting that the precise, repeatable dosage dispensing, as well as a high evacuation rate, are the key attributes and advantages of airless dispensing.

Silberstein also points to the shift he’s seeing toward naturally formulated products—a market where airless is a particularly good fit. “Our customers are more and more likely to offer all-natural, paraben-free formulations. Therefore, there is a need for packages that can protect the fragile formulation from its external environment.”

Mega Pumps’ Micro and Mezzo top fill lines are increasing in popularity because they are a great fit for skin care, anti-aging products and liquid foundation, Silberstein says. They range from 15- to 100ml, are easy to fill, reliable, and dispense a large range of viscosity—from semi-liquid to highly viscous formulations.

“Because of the popularity of airless dispensing, some companies have attempted to use dispensers that were modified from dip tube lotion pumps because of their lower cost. Unfortunately, many of them are unreliable,” Silberstein says.

Mega Pumps’ swirl filling is only effective when used within an airless dispenser, because the pump pulls the product up from the top.

Mega Pumps is also leveraging its dispensing technology for innovative and attractive “swirl filling.” Produced by only a small group of fillers, swirl filling provides customers the possibility to mix multiple actives in the same formula. Appearing either layered on top of each other or in a suspended helix, the ingredients remain inactive and unmingled until dispensed. Swirl filling is only effective when used within an airless dispenser because the pump pulls the product up from the top, and the piston follows the formula from the bottom, allowing the swirl to maintain its shape through the entire use of the product. “Swirl filling has a distinctive and eye-catching look that is really chic,” Silberstein says.
MWV also offers a range of airless dispensers for the skin care and cosmetics markets. “Our airless dispensers, especially Pearl and Pearl Mini, continue to be of great interest due to their solid performance and all-plastic system with fewer parts,” says Trout. “It’s a great combination of improving the consumer experience while bringing a more sustainable package to market. Also in skin care, our Aria and Prelude treatment pumps—both airless and regular venting versions—are being selected by those brands looking for sophisticated aesthetics and exceptional performance.”

Green Dispensing

Brand owners these days have more to think about than just packaging design and performance. Consumers are more concerned than ever with environmental sustainability, and dispensing technology is an area that can make products greener.

Since Mega Pumps dispensers are made entirely of plastic, eco-friendly advantages abound. “Our airless dispensers are metal-free and therefore easily recyclable. Plus, Mega Pumps’ presentation is sufficient by itself; secondary packaging is not necessarily required,” Silberstein says.

MWV recently conducted an online survey of more than 600 consumers in the United States, France and Germany to study sustainability attitudes related to fragrance packaging. “We are openly sharing these results with our customers to drive developments that bring recycling and sustainability into the fragrance market,” says Trout. “For instance, MWV created a threaded ferrule adapted to its low profile Melodie pump to enable the customer to refill the bottle with refillable fragrance formats. Hermès is one of the prestige brands that, with the latest launch of Voyage d’Hermès, has adapted their packaging with the threaded ferrule to allow for refilling of the pack.It also features MWV’s patented NoC dip tube.NoC is a virtually invisible dip tube, using light-refracting technology and, by its visual absence, allows the design of the fragrance bottle to take center stage.”

Environmental sustainability isn’t the only green that’s on the minds of brand owners, suppliers and consumers. There’s also the other green—money. The recession is still here, and dispensing technology suppliers have taken note, realizing that innovation goes a long way toward making a package cost-effective.

“Really, even before the economic recession, cost was a driver,” says Trout. “And it will remain as such as the market returns to full strength. What we’ve seen is a greater reliance on brand strength and a desire to extend a brand’s reach. When consumers have less to spend or need to be more selective, they will buy the current brands that deliver on their promise. For a product to sell, the packaging is a critical factor to capturing consumers’ attention. That’s why innovation to ensure that dispensing products both stand out on the shelf and then perform exceptionally well at home is so imperative.”

Taiki’s Wilson points out that due to the economic climate, many consumers have cut back on expensive department store brand skin care products and spa treatments, instead opting for mass and in-home alternatives. “Based on this, we’re seeing the trend in which consumers are looking beyond the brand and formulation towards innovative dispensers and applicators that enhance the product experience. In addition, many dispensers are dual-purpose or double-ended for efficiency and convenience, or added package functionality.”

Catalent’s Ruff observes the impact the recession has had on consumers’ buying behaviors, and emphasizes that in light of it, the company is focusing on efficiency improvements. “But emphasis is still on value, differentiation and the consumer,” she says. “Innovative dispensing solutions that provide added convenience and benefits at a reasonable price point remain attractive due to the value they add for consumers, and their ability to differentiate against alternative solutions.”