PD_Packaging Digest

Packaging Digest Directory, 2015/2016

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30 BEST PRACTICES // SUMMER 2015 www.PackagingDigest.com Smooth package gives CoverGirl an efficiency edge A FINESSED STRUCTURAL DESIGN for the new UltraSmooth foundation blister package elevates the consumer experience, delivers key production advantages and performs in existing retail displays. Lisa McTigue Pierce, Executive Editor When CoverGirl developed its UltraSmooth foundation makeup, it needed a package that aptly communicated the product's promise of a smooth, unblemished look. After multiple design iterations, packaging engineers at Procter & Gamble and blister manufacturer Placon (www.placon.com) created a two-piece package with no hard edges but plenty of consumer, manufacturing and retail benef ts. [In June 2015, the New York Post reported that Coty Inc. is buying the CoverGirl brand, but development of UltraSmooth and its packaging took place at P&G.] UltraSmooth's introduction in 2014 marked the f rst time a mass- merchandise foundation was sold in a clear thermoformed package and with an applicator pad. T e easy-open and reclosable blister holds the f exible silicone applicator pad and a f at-prof le tube with 25 milliliters (0.84 f uid oz) of makeup. UltraSmooth retails for about $14 and is available in 12 shades. Consumer-facing features CoverGirl's UltraSmooth foundation—specially formulated with optical concealers and sister-brand Olay's skin-smoothing serum to tame f ne facial hair for a smooth, uniform look—won a 2014 Breakthrough Award from Allure magazine. According to Dave Wilson, P&G's principal scientist/engineer for global package development, Delivery Systems and Devices, it was important for the package to ref ect the product's "smooth" promise, which is why the front of the blister has no harsh or sharp lines. "T e smooth rounded front panel conveys the product equity and performance attributes better than a sharp corner of a carton," Wilson says. He points out another benef t of the blister format: "T e clear clamshell off ers more product visibility and ability to see the shade than a folding paper or clear carton." T e recyclable blisters are made of Placon's EcoStar amorphous polyethylene terephthalate (APET) recycled extruded rollstock. Clear pressure-sensitive labels on the front panel let consumers see as much of the foundation color as possible without removing the tube. Silver hot-foil stamping on the labels, as well as on the tube, add a touch of luxury to the design along with shelf impact. T e two blister pieces simply snap closed and aren't sealed with glue or welded with heat, which also lowered the cost of the package. When asked about possible pilfering in the store, Wilson replies, "T e seal f ange has the appearance to the consumer of being an RF-type [radio-frequency welded] permanent seal. As such, consumers typically do not realize it can be opened easily at point of purchase and do not attempt."

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