Maybelline becomes latest brand to embrace Mega Airless' swirl filling technique
Airless packaging specialist Mega Airless has highlighted the benefits of its swirl-filling technology, as Maybelline becomes the latest cosmetics brand to adopt the technique.
Following in the footsteps of brands such as Garnier, Cover Girl, Olay, and Stila, make-up brand Maybelline opted for Mega Airless’ swirl-filling approach, using it for its recently launched Instant Age Rewind Lifting Make-Up with Primer in combination with the Mega Airless Micro round neutral pump.
“Swirl filling is a spiral effect that has both functional and aesthetic benefits to differentiate packaging and protect complex formulations,” a spokesperson for Mega Airless told ComseticsDesign.com USA, adding that “the swirl can either be layered, or in an appealing helix in a translucent gel suspension.”
Functional and aesthetic benefits
In the case of the Maybelline launch, which combines a lifting make-up and primer, its spiral, or ‘swirl’, form ensures simultaneous delivery of the two formulae at the moment of application.
“Swirl filling looks great, and works great. In an industry driven by innovation, this is a technique that has shelf appeal and differentiates products at the point of sale -- and simultaneously protects and preserves the bulk within,” the spokesperson said.
The spokesperson highlighted that advanced skin care formulations are a prime example of a product category suited to the technique, as when used with Mega Airless' neutral and airless design, swirl filling protects and preserves advanced hybrid formulations containing active ingredients.
Furthermore, Mega Airless notes that its Micro pump engine is particularly appropriate for combining with swirl filling, as it does not intrude into the container, thus the integrity of the swirl is retained during product use.
The company underlined that
its ability to service customer operations from both its German and US plants means reduced lead times and freight and increased capacity. “Because we offer the exact same product on both continents, our customer realizes significant supply chain efficiencies,” Mega Airless said.
