DieterBakicEnterprises matched Joico’s ambitious slogan “art & science bottled” with bold new packaging.

Packaging Personal Care

By Christine Esposito

They aren’t the most alluring products in the beauty and personal care arena, but they are among the most functional — and some would argue, the most necessary for a civilized society. Millions of consumers (thankfully) use deodorant, soap, shampoo and toothpaste every day. While utilitarian in nature, the packaging for these products is becoming more sophisticated as consumers have become spoiled by modern conveniences and more appreciative of good design, say industry experts.

Add to that the need for these products to grab consumer attention by figuratively jumping off the store shelf and into the shopping cart themselves, and it’s easy to see why personal hygiene product manufacturers are constantly looking to packaging suppliers to deliver new forms, functionality and better designs that will lead to repeat sales.

In addition, these products need to stand up to the rigors of daily use. Often they are stored in steamy bathrooms, in wet corners of the shower stall, at the back of an overcrowded medicine cabinet, in a cluttered vanity drawer or tossed inside a gym bag, travel case or beach tote.

“As packaging people we have no control over the actual product, but we must give the consumer an easy, logical delivery system and package that still looks as good at the end of its life as it did when it was purchased,” says Craig Sawicki, executive vice president, TricorBraun. “It is easily forgotten that the rebuy decision is made after the product has been used and abused for some time.”

Spray It

When it comes to sunscreens, consumers are quite accustomed to bottles of lotion. But recently, continuous sprayers have come to market, offering convenience and a new spin on traditional sun protection practices.

According to industry experts, marrying this type of packaging to suncare was overdue. “Aerosol cans were a system that was waiting for a suncare marketer to notice and use,” notes Sawicki.

Sr N de Natura deo is refillable.

Major manufacturers of sunscreen brands now sport their own continuous spray sun protection products, which offer an ease-of-use and a point of differentiation in a highly competitive and seasonal category.

Schering-Plough was among the first to market with its Coppertone Continuous Spray sunscreen last year. This year the firm has added new varieties for children, a dry oil product and new SPF sports products. In May, Playtex’s Banana Boat added Ultra Mist continuous spray sunscreen formulations in clear and white for adults and children, respectively.

According to Eric Desmaris, marketing manager, Rexam Dispensing Systems, it is essential these sprayers give the user the ability to spray product evenly on those hard to reach places or on fidgety kids. Through a partnership with Plastohm, Rexam Dispensing Systems’ AirFree system offers “that 360-degree dispensing capability so that the packaging can be used in any position for the end user,” Desmaris says.

Secret’s newest body spray is Apple Dazzle.

Another area where sprayers are making inroads is in the deodorant market, which is being fueled by the growing popularity of body spray products from brands such as Unilever’s Axe. While Axe is geared for males, body sprays are also being used to attract the fairer sex, especially young teens and preteens. P&G continues to expand its Secret body sprays, with the most recent addition being Apple Dazzle.

But not every consumer is turning to sprays for underarm protection. Sticks and roll-ons remain extremely popular forms, and deodorant makers are always looking for new ways to set these products apart.

“The stick and gel stick delivery systems have now matured to a point that most innovation is to the aesthetics vs. function,” says Sawicki, who notes that TricorBraun is working on a number of systems that will innovate the function both from a consumer and filling standpoint of gel stick products.

“In this environment, the market always asks for new designs in container shape and in labeling,” adds Dieter Bakic, president of DieterBakic-Enterprises (DBE) in Munich. To that end, DBE has added two new offerings for the deo market, the Futura deo stick and a multiple usage stick called Dave.

Companies are also looking at the environmental impact of their deodorant packaging.

Tom’s of Maine was able to source recyclable roll-on packages and spray bottles, but according to Susan Dewhirst, media and public relation leader, finding a recyclable stick deodorant package posed a challenge. Due to the extreme temperature requirements, most stick packages are made of mixed plastics, which do not recycle.

Insisting on a recyclable stick, Tom’s and its vendor experimented with various resins and injection mold modifications until they had a stick that performed well and was 100 percent polypropylene, recyclable as a number 5 plastic. “The key to the process was persistence, emphasizing the importance of recyclability and conducting experiment after experiment,” Dewhirst notes.  

Brazilian firm Natura worked with Rexam to develop refillable packaging for its Sr N de Natura men’s deodorant. Featuring Rexam’s low profile pump, the product is easily refilled using a screw plug on the bottom of the bottle, which helps reduce waste.

Say Ahh…And Ooh

Convenience and functionality reign supreme in the oral care sector, yet marketers recognize that attractive and innovative packaging can lead to new and repeat sales.

According to Allison Doubles, product manager with Alcan Packaging (Cebal), in addition to making enhancements to the secondary packaging, firms are paying closer attention to the primary packaging, which for toothpastes is the ubiquitous tube.  

“Research has found that consumers are initially drawn to the shelf appeal of a highly decorated carton, but become disappointed with the standard tube within. Marketers are now thinking beyond the carton and using the tube as a selling vehicle,” she says.  

Standard tubes with the basic screw-on cap have evolved into more upscale packaging, thanks in part to new features such as full diameter stand up caps, flip top closures and metallic graphics, according to Doubles.

Who’s Using It…And Where

Another critical consideration in packaging for personal hygiene products is to keep in mind who the final user will be and where she will be using it, not necessarily the person who makes the purchase. As personal care companies continue to expand their war chests with gender- and age-specific products, creating packaging that addresses specific consumer needs is essential.

When Bullie Care was developing its Under Eye Wake-Up Call eye treatment, it was challenged to find packaging that would work well with its male clientele. The problem is skin treatments are unchartered territory for most men.

“With an eye cream, men don’t know how to apply it; they smear it, rather than dab it, which does more damage than the treatment can repair,” says John Cypher, president and chief executive.

Cypher’s goal was to “take the fingers out” of the application process. After exploring several options including pre-soaked cotton swabs, inspiration came during a trip down the supermarket HBA aisle when he spotted a roll-on deodorant. “We thought it would be perfect,” says Cypher, who contends the Bullie Bullet is the perfect size and the roll-on applicator dispenses just the right amount of product.

Keeping things the right size for its users was also a challenge for Kimberly-Clark. Better known for its diapers and wipes than liquid products, the company has successfully expanded into the kid’s cleansing market with the Huggies Cleanteam line. According to Phil Singh, brand manager, toiletries for baby care marketing, the company conducted intensive packaging qualitative research with moms of toddlers before launching its range which includes Henry the Hippo hand soap, a foaming product that comes in a uniquely shaped pump bottle that is easy for small hands to operate.

What about those situations where users may only have one hand free to access product? In development is TricorBraun’s OHP, a patent-pending one-handed pump. It features a new head design for lotion pumps that allows consumers to straddle the pump stalk between their fingers, pushing down with the back of fingers to dispense the product into the palm of the same hand, making it well suited for salon back bar shampoos, pet grooming products and hand soaps.

For shampoos and conditioners for home use, Bakic suggests companies keep in mind the environment in which they are used: the shower. Wet bottles can be slippery, and users — many of which may not be wearing their glasses — don’t want to fumble with tricky closures to dispense products.

Worth The Cost?

When it comes to packaging utilitarian products such as deodorants and shampoos, is it necessary to add bells and whistles which can increase costs? Can’t basic bottles, tubes and pumps do the trick? Suppliers say it’s wise to investigate innovative packaging options that can help your product standout, especially since there has been a consistent decrease in tooling costs.

“The major hurdle for a marketer is the ability and then the courage to change and differentiate. Cost is only an issue when enough value cannot be added to differentiate the product,” says Sawicki of TricorBraun. “The increased sales and retail price afforded by innovation will almost always offset increased packaging costs generally associated with innovation.”