The Toly Group, which specializes in the design and manufacture of packaging solutions for the Beauty sector, launched its “Beauty Trill” concept (“Trill” meaning “True and Real”) last year. Amanda Xuereb, who’s in charge of this new service, says, “We have created a business model that is focused on speed to market, exceptional customer experience and innovative packaging solutions.” Here, Amanda speaks with Beauty Packaging’s European correspondent, Jean-Yves Bourgeois about the new services. 
  
Jean-Yves Bourgeois: When was Beauty Trill created and what services exactly do you offer through this new structure created by the Toly Group?

Amanda Xuereb: We have been perfecting the Beauty Trill (‘Trill’ meaning true and real) concept for the past couple of years, and launched this concept officially in the market over a year ago. We have positioned Beauty Trill to be the go-to partner for brands looking for speed to market through our ready- to-go, on-trend portfolio of products, along with our expertise to create specialized beauty products.Through Toly’s extensive packaging assortment, we are able to offer customers innovative packaging married with innovative formulas—for example ‘Solar Stars’ which was selected to be featured on the Innovation Tree at MakeUp in Paris. Solar Stars makes use of Toly’s patented Net Cushion Compact coupled with the latest four-colored bead-type foundation.
 
Jean-Yves Bourgeois: This notion of “full service” has become essential over the last few years. Do you think this trend will continue to grow in the future and, in this perspective, what are your goals?

Amanda Xuereb: I am very excited to be part of the future of this industry. I have seen more changes in the industry in the past 24 months than I have seen in the past 8 years.The dynamics of the market are changing at such a fast pace that the ‘Full Service’ business model can no longer be an option for brands, but the obvious next step to help them keep up in this Fast Beauty era.As brands become more agile, Beauty Trill is well equipped to partner with them as we have created a business model that is focused on speed to market, exceptional customer experience and innovative packaging solutions through Toly’s manufacturing plants around the world coupled with a turnkey concept with a difference. 
 
Jean-Yves Bourgeois: How many customers do you serve today and can you name/describe some success stories in this area?

Amanda Xuereb: We are currently serving 35 different customers with many new and exciting projects in development. Through our extensive presence around the world, Beauty Trill can serve a wide range of brands with different needs and wants in different product categories from developing an innovative custom palette for a U.S. customer, to working with an Indie brand in Stockholm on a special lip product.
 
Jean-Yves Bourgeois: You can rely on the extensive packaging range developed by the Toly Group. What are the strong points of this range?

Amanda Xuereb: In line with Toly’s vision to be a Beauty Solutions Provider, Beauty Trill is lucky to have access to hundreds of standard packaging designs in both the skincare and color cosmetics category. 
With over 50 years’ experience under its belt working with the leading cosmetic brands of the industry, Toly’s industrial design team works hand in hand with Beauty Trill and the customer to be able to deliver customized packaging solutions from development through to production. Last but not least, having recently inaugurated our Innovation Centre and second factory in South Korea- Toly Korea Manufacturing also enables Beauty Trill to be able to bring to our U.S. and European customer base on-trend, ready-to-go turnkey products from Korea.
 
Jean-Yves Bourgeois: You are, of course, in contact with a number of companies specialized in formulation and filling. How do you see/conceive the relationship between you and them?

Amanda Xuereb: We have selected partners who have the same values and passion that we do. After all our full service “with a difference’ proposition should make life easier for the brands, so exceptional service is our number one prerequisite. Beauty Trill is not competing with any of the contract manufacturing and formulation companies in the industry; on the flip side we are creating synergies to finally offer the brand an even stronger value proposition by marrying innovative packaging with innovative formula. Having manufacturing plants in Malta-Europe, South Korea, China and the U.S. allows us to work closely with partners in the region to truly offer speed to market and work together to create products which are “true and real.”
 
—From Beauty Packaging’s European correspondent, Jean-Yves Bourgeois 
 
 PHOTO: Amanda Xuereb