Aptar continues outreach to indie beauty brands with new site

26-Feb-2019 - Last updated on 26-Feb-2019 at 17:20 GMT

$@ Getty Images \ (paulynn)$

@ Getty Images \ (paulynn)

The packaging company launched its new site for startups and standalone cosmetics and personal care brands at this week’s Luxe Pack event in Los Angeles, California. It’s the next iteration of Aptar’s Indie Boutique offering.

In July of last year, Aptar launched its Indie Boutique and later showcased it for indie brand leaders at the BeautyX Summit in New York City. Cosmetics Design was there and spoke with the company’s marketing strategist Jaimee Given about the new initiative.

“There is a need for more indie-friendly programs,” Given told this publication, noting that independent beauty brands expect shorter lead times and smaller minimum order quantities than cosmetics and personal care makers conventionally have worked with. (Watch the full video interview with Given here to learn more.)

Now it’s digital

This week, Aptar has added an online platform to support its Indie Boutique business. “The Indie Boutique is something the entire company stands behind,” emphasizes Philippe Erhart, president of beauty and home North America at Aptar, in a press release about the site launch.

“We want every brand owner to have accessibility to high-quality dispensing systems and be able to provide the same quality experience for their consumers,” adds Erhart.

To make that happen, the site offers indie brand leaders a direct connection with the multinational packaging company and an opportunity to browse through Aptar’s full Indie Boutique collection (a curated selection of the company’s best-selling dispensing and packaging options).

And it’s successful

“We experienced an overwhelming, positive response from the indie community when we created the Indie Boutique,” Eloi Fernandes, vice president and general manager of beauty North America at Aptar, tells the press, adding that “In the short six months since launch we continue learning from, and evolving with our Indie customers to best address their needs. We are listening, adapting, and we are here to help.”

The collection as it stands includes a fair array of packaging and dispensing options, including airless pumps, packaging for fragrance, skin care, color, hair care, body care, and mini beauty packaging too.

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.