Dual Beauty

Innovative beauty solutions house two products in unique packaging mediums.

By Joanna Cosgrove
Online Editor

Less can be more, but that’s definitely not the case for a handful of new dual-function beauty products that make great use of innovative 2-in-1 packaging configurations.

Leigh Anne Rowinski, director, IRI Client Solutions, explained why consumers are seeing more of these types of packages at beauty counters. “The three biggest consumer interests are true innovation, simplicity and convenience, and these types of products address all three,” she says. “Plus cosmetics products have the additional cache to appear prestigious, exclusive; the ‘gotta have it’ appeal that by the time others see it, the product could be sold out.  The niche brands continue to keep themselves ahead of the curve in creating packaging and functionality that is unique,” she adds.

Despite the extra costs associated with certain types of custom-tooled, 2-in-1 packages, sometimes the buzz associated with the product’s “wow factor” can outweigh the expense. “Cost is one reason these products tend to be kept to niche/makeup artist/ limited distribution brands,” says Rowinski. “The female consumer trend setters who shop [the] prestige/specialty [category] that these brands capture are the early adopters that have disposable income for beauty products.”

The mass market is a different story. “Changing packaging is still a challenge for mass market brands, but we saw a new take on packaging with Revlon Limited Edition and Rimmel Underground in 2007. But again, these lines were relatively niche compared to their mainstream houses,” says Rowinski. “Mass products are trying to address the multi–benefit trend with their formulations, including vitamins, SPF, long lasting + moisturizing lip color, color matching + SPF foundation, loose powder minerals for healthy skin, etc.”

Rowinski points to Cover Girl Lash Exact mascara as a good example of why a heavy investment in unique packaging can be a successful gamble for the mass market. “[It was a] clear cut winner thanks to its brush technology, high performance, consumer feedback—and sales performance at $45 million and nearly seven million units. The cost of creating new packaging and have it not sell to the five to seven million unit level is the risk /challenge for major brands who take in all that additional cost, and who live and die by the success of their new launches,” she says.

Double Lip Combos

Until recently, tubes were either metal or plastic and differentiated by external decoration and closure styles. Tarte Cosmetics is known for marrying its practical beauty formulations with packaging that’s full of contemporary and fun twists. The company’s Double Dose Berry Boost and Gloss ($21) lip color line updates the venerable tube by making use of a tube-within-a-tube configuration that’s as easy on the eyes as it is on the lips.

Tarte’s Double Dose Berry Boost and Gloss

The inner tube contains a brightly hued, concentrated pigment lip color and the outer tube contains a high gloss, transparent concoction called t5 super fruit complex, a proprietary blend of the five super fruits—acai, goji, maracuja, acerola and pomegranate – that contain naturally occurring, antioxidant rich nutrients and vitamins that have been known to deliver refining, anti-aging and skin-restorative benefits with each application.

A squeeze to the center of the tube blends the perfect amount of lip pigment with the t5 gloss, which is dispensed through a flocked, doe foot applicator.

And to further perfect the look of lips, Tarte went on to create dual-ended BriteSmile ($26), a product that not only brightens a gal’s smile with t5 super fruit infused, mint-scented lipgloss, but also whitens her teeth.

One end of the purse-friendly pen boasts a 30-45 day daily supply of mint-flavored teeth whitener with a brush applicator, and is complemented by either a radiant red or pearly pink lipgloss on the opposing end. Both shades have blue undertones, which help teeth look extra white. BriteSmile will launch in May.

All About the Eyes

The skin around the eyes is perhaps the most delicate on the entire body. Anew Ultimate Eye Contouring System from Avon is the company’s latest anti-aging solution for eyes. The product’s central concept centers on a dual-chamber package that contains two complementary treatment formulas, each designed to help reverse advanced signs of aging and reinforce thinning skin around eyes. Intensive Cream, housed inside of the jar, is used day and night around the entire eye area to help restore firmness and reduce deep wrinkles. Concentrated Elixir, contained inside the jar’s cap, is a concentrated formula that delivers an extra powerful dose of anti-aging ingredients at night to help reduce the appearance of under-eye bags and fat pockets.

The best way to accentuate beautiful eyes is with long, lush lashes. Le 2 De Guerlain mascara leaves no lashes behind thanks to dual-ended packaging that houses a two-brush system inspired by makeup artists who use different brushes for different effects.

Le 2 De Guerlain features two brushes.

Created by Olivier Échaudemaison, Guerlain’s creative director of color, Le 2 De Guerlain features two unique brushes. The first brush is molded in a single piece of flexible material offering a multidimensional result that yields thick lashes. The second mini-brush is tilted to exactly seven degrees, offering the maximum precision needed to capture elusive bottom and corner lashes.

The formula is also different than other mascaras since most of the traditional mascara’s waxes have been replaced by two polymers. The first polymer is a liquid that creates volume and length without clumping, while the second polymer delivers curl and hold.

The outer packaging exemplifies Guerlain’s legendary refinement and unites functionality and aesthetics via a striking gold package, created by Danish designer, Helle Damkjaer. Launched earlier this month, Le 2 De Guerlain retails for $35.

A Sign of Things to Come

The aforementioned products are just the tip of the iceberg. There are even more 2-in-1 and/or dual-packaged beauty solutions heading to market—Max Factor’s Vivid Impact highlighting mascara and Smashbox Cosmetics’ Hybrid 2-in-1 Luminizing Primer among them—lending credibility to the theory that consumers in both prestige and mass beauty segments are open to accepting the convenience and innovation these types of packaging configurations stand to offer.