While packaging has long been referred to as the “silent salesperson” for engaging consumers’ interest in a product—especially in Fragrance—cartons, bottles, compacts and applicators are now “getting vocal.” In the past year or so, there has been a noticeable increase in brands describing the attributes directly on the face of the package—or featuring the benefits of a component in print or digital advertisements.

It seems that savvy purchasers of cosmetics are no longer taking packaging for granted, but are instead analyzing the dispensing tools as well as the formulations and, in some cases, even the eco-friendly aspects.

Often it’s the applicator that’s described in detail, especially with mascara—telling the buyer exactly why a particular wand works better to build volume and length.

Take the new Eye Candy palette from Lancôme Paris. The 2016 Neiman Marcus Christmas Book says it includes “a felt-tip liner for the ultimate eye;” not to mention, “The liner’s pivoting wand bends up to 35 degrees, while the mascara’s Swan Neck brush evenly distributes the intense flake-proof formula.”

Neiman’s line for Kevyn Aucoin’s Loose Shimmer Shadow Set assumes the buyer’s familiarity with applicator tools: “This trio of gem-inspired roller-ball shadows is effortless to use…”

Hard Candy’s Sheer Envy Instant Eye Fix is housed in a pink tube with a silver applicator tip, and features the words “Luxury Metal Applicator” right on the outer package.

An ad for L’Oréal True Match Lumi Cushion touts that it is “liquid foundation revolutionized,” and informs beauty aficionados that they can “build luminous coverage in a tap.” A close-up photo of the spongey palette with the liquid being poured into it, calls out the “liquid-infused cushion.”

Small brands sometimes aim for the greatest impact. Sea Bottle states that its nourishing hand wash in Coastal Lavender “gently cleanses skin while protecting our oceans.” The sustainable materials used are clearly conveyed on the recyclable carton and glass bottle. The coordinates in Sea Bottle’s logo (39N 135W) mark the center of the Pacific Gyre, sometimes called the Great Pacific Garbage Patch. A portion of every sale is donated to non-profits that protect marine life.

Throughout this issue, from Innovative Packaging to Dispensers, Turnkey and Deco, you’ll see the persuasive role played by “silent salespeople.”

Publisher Jay Gorga and I wish you a holiday season filled with peace and joy.