Insight into innovative thinking in the packaging world, from both brand and supplier perspectives, took center stage in November at L’Oréal’s newly renovated, avante-garde headquarters in Clark, NJ, when the world’s largest beauty manufacturer hosted an event organized by The Institute of Packaging Professionals (IOPP), Meadowlands Chapter.

This newly designed space is a place for collaboration and innovation as its flexible design is 100% unassigned for all employees, including senior management. Employees are empowered to take charge of their day, choosing where to sit (or stand) in the space that allows them to be most effective.

The IOPP program was hosted by L’Oréal’s packaging team. Vishal Pandya, VP of Packaging Innovation at L’Oréal Operations and Patrice Barre, VP of Packaging at L’Oréal Operations, delivered an introduction, followed by guest speakers.

Innovation is of paramount importance at L’Oréal.

Pandya told the crowd: “We’re always thinking about our consumers’ needs to create products and packaging that they love. We believe innovation can come from anywhere so we are in constant interaction with science and the market. This allows us to adapt to consumer needs while remaining on the forefront of innovation.”
Sustainability is also key to package development.

“L’Oréal Packaging is fully committed to L’Oréal’s sustainability program, Sharing Beauty With All,” said Barre. “We are constantly working on new innovations to reach our 2020 goals including the implementation of at least 20% PCR plastics in our new products.”  

The L’Oréal executives also spoke about new technologies, both within the facility and with new product launches.

In order to decrease time to market and to be agile, Pandya said: “We built a brand-new 3D printing lab with six machines with the latest technologies. This lab allows us to build functional models like flip-top caps in a couple of hours.”

A Focus on Consumers

The company’s drive toward bringing consumers technological advancements was highlighted in a case study revolving around L’Oréal’s new Redken Heatcure product. The presentation by Adam Laubach, CEO, Exothermix, featured the collaborative demonstration of L’Oréal with a start-up external partner, Exothermix, to co-create a product with breakthrough innovation.   

This innovation takes a salon product and adapts it for home application to repair damaged hair. The hair mask is heated directly in the package thanks to Exothermix technology—flexible packaging that includes an air-activated heater located on the outside of the package.

Other speakers included CCL Label’s Robert Ryckman, VP of market development, who spoke about “Technology Innovation for Consumer Engagement.” He said there’s a growing need to combine multiple technologies and integrate them to make something better; specifically, printing trends, including adding texture, soft touch, cold foil, serial numbers and bar codes. Ryckman also focused on the necessity of sustainable development. “From the beginning of the cycle,” he said, “you have to keep the environmental impact in mind; the packaging must be recyclable.” He also informed the crowd about anti-counterfeiting and authentication concerns and solutions.

Jenna Smith, CEO, Smith Design addressed “The Democratization of Design in Beauty Packaging.”

Sonic Packaging’s CEO Howard Thau discussed “Design Roadmapping: Barriers to Entry.”