“Metal retains its position at the premium end of the packaging hierarchy, but the problem for manufacturers and brands, especially in such cash-conscious times, is how to enjoy the benefits of metal without having to charge consumers exorbitant amounts for it”, states market researcher Euromonitor.
“Metallisation is becoming the most popular way to achieve this effect.”
Statistics supplied by Euromonitor forecasting the growth of metal plating indicates that this is a trend here to stay in 2012 and beyond.
According to the market research company, between 2009-14, the CAGR for this type of packaging is 2.2 per cent, whilst over the same period; the total unit volume growth is to be 60.5 per cent.
Premium without price
In line with this trend, many manufacturers including HCP, Albéa and Rexam have launched lipsticks that have metallised packaging to give a premium look that is affordable.
HCP manufactured the packaging for Max Factor’s Colour Elixir lipstick which has a gold metalized ABS cap with a UV top coat of matte lacquer, decorated with two passes of white silk screen printing. The base assembly matches the cap in a gold metalized, matte finish.
Adding extra emphasis on the premium, the product has a bi injected base colour button which matches with all thirty two shades available. The colour appears suspended in crystal clear PMMA, is mechanically assembled into the lipstick mechanism and finished with a gold hot stamp on the underside.
Innovative metallisation
Albéa has also used metallisation with its launch of Highshine Colorsensational lipstick for Maybelline. The pack consists of a co-polyester (PCTG) pink cap and a silver-plated ABS plastic base, which “creates an appearance that is modern”, according to the company.
In addition, the cap of the lipstick features a holographic film on all four sides which creates a multi-coloured reflection of light within the packaging.
Rexam used metallization for Guerlain’s launch of Rouge Automatique, which was a one hand, push button mechanism.
The packaging for this product consisted of a gold anodized aluminum case and an ABS metallised button and shutter. “A weighted base provides the tactile sense of quality necessary in such beauty products,” stated Rexam.