Gerald Martines sees acceleration in product convergence, “boundary blurring” between traditional packaging categories, and more…

Thomaston, Suresnes, March 2010 - WorldPressOnline First Call -The personal care packaging of the not-too-distant future will rest upon the ability of brand-owners and suppliers alike to create value through flexible, transversal thinking, according to Gerald Martines, Director, New Product Development – Make-Up, Rexam Personal Care Division.

The industry veteran gave his vision for the industry at the recent PCD Congress in Paris, a worldwide “crossroads” show dedicated to packaging innovations for the perfume and cosmetic sectors.

“In the current, global economic context, it is critical to raise the bar on innovation in order to provide brand owners with novel solutions that address the challenges of our times, prepare us for the future and differentiate themselves from the competition,” Martines explained to show-goers during his PCD Congress seminar.

“That is why we use the term ‘transversal thinking,’” Martines said. “Savvy marketers and suppliers will work together to knock down product category silos and develop new-breed offerings that create marketplace excitement through real end-user benefits.

“Formulations are impacted by mega-trends such the pursuit of ageless beauty, health, safety and comfort,” he said. “Packaging is impacted by other mega-trends, such as concerns over sustainability, convenience, the never-ending quest for differentiation and the global move towards affordable premiumization.”

According to Martines, industry leaders are at the crossroads of cultural anthropology, chemistry, engineering and commerce – an exciting place to be. He notes that key areas to watch include:

• Convergence – Martines anticipates more “hybrid” products, such as crossover cosmetic and skin-care offerings. The recently launched L’Oreal Collagen Care lipsticks are one example;
• Complex Formulations – More multi-purpose, fragile, preservative-free formulas are on the way, in virtually all market segments, from color cosmetics to anti-aging serums;
• Diversification of Formula Chemical Composition – Lipsticks are an example, Martines states, with the growth of non-conventional formulas with softer textures, higher concentration of active ingredients, volatile chemical bases, etc. vs. the traditional “wax-and-pigment” products;
• Blurring of Boundaries Between Packaging Categories – It is predictable that airless packaging will see its applications grow outside of its traditional chasse gardée of skincare and into color cosmetics, for example, according to Martines;
• Integrated Packaging Solutions – Imagine compacts that conveniently and cleanly dispense loose powder or liquid formulations, instead of the traditional pressed powder.
• New Regulations – With more stringent regulations applicable to cosmetics on the way by 2011, we may expect development of more hybrid products.

“Thus, we will see more active ingredients, less structural additives and preservatives and more multi-benefit formulas – resulting in packaging that offers neutrality, airtight design, high barrier properties, UV protection, precision dosage, and new dispensing systems for non-conventional formulas,” Martines said. “We are in a fast-changing, challenging environment – it is an incredibly exciting time to be in our industry.”

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About Rexam Personal Care Division
Formed in 2007, the Rexam Personal Care Division is a leading supplier of advanced packaging solutions with unsurpassed global capabilities that attract the world’s most innovative, demanding and respected beauty, personal care and home product manufacturers. It is one of three divisions that share powerful product commonalities under the Rexam Plastic Packaging umbrella.

The Rexam Personal Care Division offers its customers enhanced one-stop supplier capability and industry-leading customer service and product innovation capability. The Division is organized around 3 specific markets: Cosmetics, Toiletries and Household Care. Internal efficiencies are enhanced through sharing of company assets, resources, technologies and best practices.

The Division is among the market leaders in fragrance pumps, lotion pumps and cosmetic closures, and is the industry leader in samplers and one-touch, mechanical foam dispensers. We also lead the world in lipstick packaging and we are second in makeup cases. We are also the leading household care producer of custom and high-volume products, with special expertise in innovative package design and engineering, multi-shot molding, in-mold labeling and a full range of value-added capabilities for the global custom injection molding business.

The Rexam Personal Care Division’s customers includes signature brands such as P&G, L’Oreal, YSL, LVMH, Unilever and many others, throughout the Americas, Europe and Asia. It is a powerful worldwide provider of packaging solutions that builds brands and delivers enhanced bottom lines in the process.

About Rexam
Rexam is a leading global consumer packaging company and the largest beverage can maker in the world. Our vision is to be the leading global consumer packaging company.

We are business partners to some of the world’s most famous and successful consumer brands as well as young, entrepreneurial start-ups. We offer a broad range of packaging services and solutions for different industries, using different materials and technologies. Three things characterise us - leadership in our industry, our commitment to innovation and our passion to deliver exceptional value.

Following the acquisition of O-I Plastics, Rexam’s sales from ongoing operations are approximately £4.8 billion. We employ some 22,000 people in more than 20 countries and are a member of the FTSE 100. Rexam’s ordinary shares are listed with the UK Listing Authority and trade on the London Stock Exchange under the symbol REX. For further information on Rexam, visit www.rexam.com

Contact:
Rexam Personal Care
Martin Kleinman, PR consultant: +1-718-398-4009
mkleinman@nyc.rr.com
www.rexam.com/personalcare