New Approaches

Earlier this year, The Spa at the Mandarin Oriental in Miami, FL favored each patron with a tube of Crest’s new Nature’s Expressions toothpaste. According to the company, Nature’s Expressions is the first Crest toothpaste to integrate natural flavor ingredients such as peppermint oil, lemon rind, mint and green tea extracts into the trusted Crest formula.
    
Not only is this an inspired idea to promote the new line, it also ties in (somewhat loosely) with two features in the April/May issue of Beauty Packaging: Travel and Amenity Packaging and Environmental Awareness and Packaging. While Nature’s Expressions doesn’t claim to be organic, nor does it claim to sport sustainable packaging, it is indicative of the growing trend toward a more Earth-friendly approach in the personal care arena. And the fact that it is being promoted as an amenity at a swanky spa correlates with Christine Esposito’s story Nomadic Packages, which further explores the double phenomena of everyone loving free stuff, and marketers finally realizing this and placing trial sizes in hotels around the world. Less and less we see the generic “Shampoo” bottle; more and more we’re seeing the mini-gift set instead.
    
Also in this issue, Leah Genuario shines with Metal: The New Look of Luxe. Read about the upcoming 5th edition of Luxe Pack New York and peruse the Supplier Gallery to find that special packaging component you’ve been looking for.
    
As always, we hope you enjoy the magazine. See you at Luxe Pack New York!

Ava Caridad