|
|
Hair styling packaging has become increasingly sophisticated to meet consumers’ demand for an effective and attractively packaged product. In the highly competitive hair styling segment, products must stand out on the shelf and provide value-added components such as anti-clog spray nozzles, with upscale looking graphics. Marketers want packaging that is both eye-appealing and cost-effective. In addition, packaging must reflect current trends and consumer tastes.
“Many personal care companies are targeting the new flavors that recharge the consumer and leave them not only feeling clean, but also looking clean,” said Brett Binkowski, sales manager, TricorBraun, St. Louis, MO. “This message is also passed through the package by merchandising a clean and simple package.” According to Mr. Binkowski, clear PET bottles are popular because they allow the consumer to immediately notice the products inside. Othe favorites include closures and dispensing systems in aluminum which also offers a clean, high-end look.
Although sales of waxes and gels are growing rapidly, hairspray is still the biggest within the hair styling category subsegment. According to Information Resources Inc. (IRI), Chicago, sales of hair sprays and spritzes rose 1.8% to nearly $600 million for the year ended Feb. 25.
“With the introduction of lower VOC standards in the styling products category such as hair spray and spray gels, special fine mist sprayers have been introduced to the marketplace to help with product performance,” said Doug Kliska, director of national accounts, TricorBraun.
New Trends
In sharp contrast to the trend in the nineties for pin straight, super sleek hair is the matte look. This shift in taste has given rise to a new generation of texturizers, volumizers, pomades and putties. According to IRI, sales of gels, mousses and other non-hairspray styling aids at grocery and drug stores increased 13.5% in 2000 from the previous year.
“Pomades, whips and gels in jars are the hottest thing this year,” stated Bob Fleischer, vice president of sales, Pearce Plastics, Inc., Pasadena, CA. He also noted that use of transparent materials was on the rise. “PET bottles are replacing just about everything else, including glass. Tubes are on an ‘in’ cycle as are products with sprayers and pumps,” he noted.
Some of the newest hair care products give users a “beach” look. Utilizing ingredients such as saltwater, algae and kelp, these products create the tousled, “stringy” look. D:fi Beach Bum, is a new spray that adds texture and volume to hair, resulting in “beach hair.” Estée Lauder’s Bumble and Bumble brand launched Surf Spray last August. Redken released In the Loop, a saltwater-based curl-enhancement spray.
Following the trend for grungier-looking hair, Sebastian is set to release its newest offering, Bondage, this fall. Bondage is a rock-hard bonder that delivers extreme hold and a rubberized finish. According to the company, it is the latest offering from Xtah—a seven-product styling line that explores the concept of “raw hair,” imperfectly perfect hair that is styled and shaped by hand. Hair is meant to look wild and unkempt.
| Emsar’s Nozzler Directional Spray Pump allows for precise application of hair treatment products such as root volumizers. |
Pumping Up Profits
Today’s consumer are opting for a wide range of hair styling products and packaging, and manufacturers are meeting the challenge with a deep lineup of components. Pumps, nozzles and sprayers offer a wide variety of functions and looks for hair care packaging.
SeaquistPerfect Dispensing. Cary, IL, offers sleek-looking actuators that are ideal for today’s high viscosity hair care products. SeaquistPerfect Dispensing helped create Bumble and Bumble Metro Look. The colorful aluminum cans are topped by bright pink or purple customized WS-29 actuators with frosted hoods. Bumble and Bumble does it all styling spray gives users a workable, brushable hold for bending, molding, twisting, lifting or finishing hair, while Bb. classic hairspray offers a serious hold for serious styling (and it brushes out). Both of these systems use the VX valve from SeaquistPerfect Dispensing.
Also available from Seaquist is the EuroFlo Contemporary Flamingo which is available in smooth wall 24-410 closure. The actuator and closure are available in high gloss or frosted finish and metal shells to accessorize. For mousse and gel products, the S25 gel spout is a great choice, according to the company. Available in two skirt lengths, the new spout covers the entire mounting cap for a modern, clean look. Pre-assembled protective hoods in clear or complementary colors are also available.
Although the new generation of waxes and pomades are in the news, traditional sprays and dispensing pumps are still popular, according to Des McEttrick, global marketing director, Emsar. But the company is also selling new products such as the nozzler, which can spray upside down.
“We have just acquired a new anti-clog pump that offers a huge benefit because it doesn’t clog even with high resin products,” stated Ms. McEttrick. “Hair care packaging is becoming more sophisticated and more value added. Packaging is less about looks and more about functionality. Not only must the product stand out on the shelf, but it must also add value to the product.”
Emsar, Stamford, CT, has introduced three value-added pumps. The Anti-Clog Relocking Pump is a fine mist sprayer that prevents clogging in high-resin products such as hair sprays and spritzes. It is easy to relock, which makes it completely transportable, and multi-color combinations are available for added shelf impact. The pump also has a wider actuator with a finger fit and is perceived as easier to spray, company executives said. It comes in a 24/410 smooth wall closure. Options are available for high viscosity formulas and with a 360° spray.
The new Shower Proof dispensing pump prevents water from entering the bottle. This pump is ideal for products that come in contact with water or shower spray, such as shampoo and conditioner. According to Emsar, this pump has unique aesthetics that create a very different look and is available in translucent colors. It has a short stroke delivery system which makes it easier for consumers to use. It is available with a smooth 24/410 and 28/410 neck finish and dispenses 2 cc.
The Nozzler Directional Spray Pump is a fine direction spray pump that offers precise application wherever it is needed. It is ideal for hair treatment products such as root volumizers, according to the company. It is also available with a 360Þ spray which allows consumers to spray at any angle. The product’s range of neck finishes include 20/410 ribbed and smooth, 22/415 ribbed, 24/410 ribbed and smooth. Available dosages are 120 and 180 ml. The Nozzler also has a wide range of color options that allow for customized package looks.
According to a spokesman at New High Glass, Inc., Miami, FL, translucent pumps are the hot look right now. Customers are looking for a lower-profile pump, available in a wide variety of colors.
Airspray International, Pompano Beach, FL, has introduced the first foam pump on the market, the innovative Finger Pump Foamer. It is a mechanical foamer and therefore does not use gas propellant to create foam. It generates a precise dose of high quality foam with a single stroke smooth flowing action. The dispenser is suitable for simple water-based (non-VOC) formulations.
As the role of the dispenser has grown in “sprayed” consumer products, Airspray’s expertise in research and development and fast prototyping has helped clients such as Bristol-Myers Squibb, Dial Corporation, Johnson & Johnson, Unilever, Yves Rocher and Wella differentiate their products, according to the company.
Mega Pumps, Eatontown, NJ, offers airless dispensers in a line of round and oval packages ranging from 30 ml to 200 ml. According to a Mega Pump spokesman, “Consumer appeal and marketability is enhanced through the use of customized caps, actuators, colors and tints and decorating techniques with attention-getting package graphics. For the consumer, Mega Pump dispenser represents a simple, efficient dispensing solution that conveys the images of sophistication, quality and value.”
| TricorBraun’s BiPak consists of two separate HDPE bottles 150ml (5 oz.) each. They have a 20-410 neck finish and are held together by two overcaps. |
Sense Appeal
When packaging hair care products, they must appeal to the consumer’s senses. Companies that spoke to Cosmetic Packaging & Design reported that new softer looks are becoming more popular. “HDPE and ‘Velva-Soft’ are in more demand. These materials allow marketers to give their packaging a matte look. The matte materials are perfect for the natural products that are currently hot in the market,” said Mr. Kliska of Tricor Braun.
A product’s first impression on the shelf is very important. Consumers may decide whether or not to try a new product based on the packaging and how it makes them feel. “Visual is always paramount but it is becoming much more tactile,” reported Emsar’s Ms. McEttrick. “Bi-injection molding gives a nice soft feel.”
Mr. Fleischer of Pearce Plastics noted that there is a wide variety of options available for hair styling packaging. “Hot colors and wild graphics are at one end of the spectrum. Drab colors and stark minimalism are at the other.” This year Pearce Plastics has introduced the Cybercolors line which includes hot orange, pink, teal, green and purple. Decorative rings are available as a way of upgrading the bullet/disc look.
A Salon Look Without the Price
With the abundance of hair styling products in the market, companies must make their product stand out from the rest. This has resulted in packaging that looks upscale and unique. “Package design has become more sophisticated and upmarket. Even value products like Suave look fabulous. Everything looks like salon brands,” said Ms. McEttrick.
The popularity of spa and salon-type products can be attributed to the slowing economy. More and more people are looking to pamper themselves in little ways, rather than taking that two-week cruise.
“I have noticed a significant increase in bath salt product lines and specialized creams and lotions. I relate this to the slowing economy which is negatively affecting consumers ‘luxury spending money,’ which in past years has been spent at specialized salons,” said Mr. Binkowski. He and other suppliers noted that consumers are watching their spending but not eliminating their ‘relaxing time.’ “They are purchasing products that will give them the same feeling of a salon that they can have at home.”
“Salon and home spa is a growth market,” said Steve Nussbaum of O. Berk “As a result, marketers are upgrading their packaging.”
Another factor involved in hair styling packaging choices is of course, cost. “I have seen a significant swing in the ethnic hair care industry from HDPE to PP regarding injection molded tubs,” said Mr. Binkowski.
According to Mr. Binkowski, this shift is taking place due to PP’s material characteristics—higher wear resistance regarding filling, as well as the fact that PP resin prices are less volatile, offering long term relief to both vendors and customers. In addition, PP is being offered at a lower price compared to HDPE, offering obvious advantages.
As hair styling companies look for new ways to get their product to stand out on the crowded shelves, suppliers must meet this challenge with sophisticated, value-added packaging, that is also cost-effective.
“More product lines are telling their story through the whole package including color, texture and shape. Product differentiation is the driver behind design opportunities. Hair care is a crowded marketplace, in many instances the packaging design is as important as the product developed inside. Custom packaging provides options that are not available when trying to create a winning package with only stock components,” noted Mr. Kliska of TricorBraun.
According to a Mega Pumps spokesman, “Marketers are basically looking to appeal to the physical and emotional needs of the consumer. The Mega Pumps dispenser is an integral part of a marketing strategy because it is the vehicle to convey that message consistently to the consumer. Placing product in a Mega Pumps dispenser creates a totally unique product signature and provides consumers with an innovative packaging solution that supports grabs recognition and market leadership.”
Mega Pumps has plans for the introduction of several new caps and actuator styles for their existing line of products, as well as a new Co-Dispenser available in three sizes: 2x15 ml, 2x25 ml and 2x30 ml. According to the company, this new packaging option will allow formualtions to be mixed together at the point of dispensing and will provide a solution to overcoming the hurdle of product separation and ingredient compatibility. The Mega Pump Co-Dispenser also uses the same proven all-plastic airless system found in their curent products, the company reported.
Berlin Packaging, Chicago, IL, has two new container offerings. The first, an 8.5-oz. PET Teardrop Oval, is all about fashion design, from the pronounced heel to the distinctive flat shoulders of the bottle. The flat shoulder lends itself well to a variety of closures and dispensing mechanisms, and is available in a 24/410 and a 24/415 neck finish. This injection blow molded bottle is available in natural, clear resin, frosted and a variety of tints. It is ideal for shampoos, conditioners and sprays, according to the company. Berlin’s Sunset Oval has very wide, sloping shoulders to support a large label. Manufactured in HDPE with a 24/410 neck finish, it is an excellent choice for a variety of personal care items including lotions, creams and gels, according to Berlin.
Keep It Simple
As for the future of hair styling packaging, it seems that the trend is for simple, classic components. “Keep things simple…the old saying “history repeats itself” is coming into effect,” reported Mr. Binkowski.
Simple, yet highly effective components will complement the innovative new hair styling products that are being brought to market. From the trendiest pomades and putties to traditional sprays and spritzes, the hair styling market continues to release a wide variety of products. To succeed in this industry, suppliers must provide aestetically pleasing packaging, coupled with functional and value added features.
