PT_Plastics Today

Plastics Today, September 2015

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Plastic Packaging 42 global Plastics RePoRt 2015 Plasticstoday.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 W hen CoverGirl developed its UltraSmooth foundation make- up, 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 (P&G; Cincinnati, OH) and blister manufac- turer Placon (Madison, WI) created a two-piece package with no hard edges but plenty of consumer, manufacturing and retail benefits. Consumer-facing features CoverGirl's UltraSmooth foundation— specially formulated with optical concealers and sister-brand Olay's skin-smoothing serum to tame fine 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 reflect the product's "smooth" promise, which is why the front of the blister has no harsh or sharp lines. "The smooth, rounded front panel conveys the product equity and performance attri- butes better than a sharp corner of a car- ton," Wilson says. He points out another benefit of the blister format: "The clear clamshell offers more product visibility and ability to see the shade than a fold- ing paper or clear carton." The 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 stamp- ing on the labels, as well as on the tube, add a touch of luxury to the design along with shelf impact. The 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, "The seal flange has the appearance to the consumer of being an RF-type [radio-frequency weld- ed] permanent seal. As such, consumers typically do not realize it can be opened easily at point of purchase and do not attempt [to steal the product]." Yet, easy- open is a consumer convenience feature specifically designed into the package. Tabs at the bottom of the back piece bend back easily so they can be gripped and pulled apart. Additionally, the pack- age is reclosable. "Once purchased, the resealable secondary pack can be used as an organizer over the life of the product The UltraSmooth package slopes on the front so there is only one "side," at the left. This photo shows all four labels: two on the front, one on the side and one on the back.

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