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Packaging for 2019 spans from grassroots to opulent.
June 3, 2019
By: Melissa Meisel
Shoppers covet household and personal care products with increasingly innovative packaging. Think collector’s edition makeup palettes with entertainment-based pop-up graphics that sell out online almost instantly…or those with locally-sourced components created with wind power in a carbon-neutral facility. And where the consumers are buying these items may be as imperative as how the products are actually made! According to David Luttenberger, global packaging director at market research firm Mintel, the development of e-commerce has had more of an impact on the design of packaging globally than anything the industry has experienced in the past several decades. “There are now limitless opportunities for brand marketers to think about the next generation of shelf presence, the hero images on retailers’ websites, and the unboxing experience,” he noted. “In e-commerce, brands are learning that messaging and branding should be split between the shipping container and the interior of the box, with the latter incorporating elements that give consumers a sense of delight and surprise when opening the parcel.” Katie Caswell, brand development, Dollar Shave Company, Marina Del Rey, CA, agrees. “For us, we wanted to shift away from the gimmicky packaging and focus on clean design. Packaging can sometimes make the category hard to navigate and consumers don’t want to pay for extra things they don’t need,” she told Happi. Go Green According to Luttenberger, a full commitment to natural claims are imperative when it comes to packaging. “Proclamations by brands and converters touting commitment to 100% recyclable materials or packaging being 100% recycled dominate industry headlines. But the reality that few of them have yet to fully consider is how, where, and who will be supplying and recycling these materials,” he said. “Though recyclable packaging claims are common, claims to include recycled content are still rare.” A key pillar of the Garnier brand has always been rooted in all things natural. Working with Terracycle, Garnier provides a solution to personal care and beauty packaging waste. For the past eight years, in partnership with Terracycle, Garnier has helped to divert millions of beauty and personal care empties from landfills and upcycle them into useful materials so that they never have to go to waste, said the company. Once Garnier products are collected, the personal care and beauty packaging is separated by polymer type, cleaned and extruded into plastic pellets to make new recycled materials, which Garnier has used to build parks, playgrounds and gardens around the country. Naturally Serious, a next generation brand of cleanly-made, ethically-developed and clinically-tested skin care that’s exclusive to Sephora, is getting greener with a new campaign titled #ItGetsGreener. The brand’s all-natural products will now be packaged in reusable, recyclable or compostable components to further bring to life its clean ethos. These locally-sourced components will be added to the brand’s current range of eco-friendly cartons, created with wind power in a carbon-neutral facility. Approved by the Forest Stewardship Council, all carton materials are derived from a responsibly-managed sustainable forest, said the company. Check This Out Retailers are playing a role in sustainable packaging, too. At its 2019 sustainability milestone summit, Walmart announced that for the first time, checkout carousels at its US stores will include reusable bags that will be available to customers for purchase. The aim of this new campaign is to help reduce plastic waste and increase customer convenience by placing reusable bags in easy to find and highly frequented sections of its stores. As part of the launch, Walmart is rolling out a new assortment of reusable bags that are made with post-consumer recycled content. The new reusable bag initiative will begin rolling out to stores next month and follows a recent announcement by Walmart on a series of plastic waste reduction goals designed to advance the sustainability of the retailer’s private brand packaging and push it to 100% percent recyclable, reusable or industrially compostable by 2025. “For Walmart, the future will continue to track toward our aspirational sustainability goal of creating zero waste, by continuing to work with supplier partners to identify ways to reduce waste throughout the supply chain and within our own operations; as well as continuing to work with our customers,” Laura Phillips, SVP-corporate affairs/sustainability, Walmart, Bentonville, AR, told Happi. Bulldog Skincare for Men is pushing further down the sustainability trail by adding new tubes derived from Brazilian sugarcane, a renewable resource with minimum impact on food suppliers or biodiversity. This innovative concept makes Bulldog the first men’s skin care brand in the world to use sugar cane as a raw material in packaging, said the company. All of Bulldog’s products containing plastic from sugarcane will display a new logo specifying the amount of sugarcane plastic consumers can expect to find in that pack. Additionally, all products are fully recyclable, noted the skin care brand, which is part of Edgewell. The brand worked with Brazilian company Braskem and UK tube manufacturer M&H Plastics, on the new packaging. “We are extremely excited to bring this important breakthrough to market,” said Simon Duffy, founder of Bulldog Skincare For Men. “The great thing about sugarcane plastic is that its properties are no different from traditional plastic materials, but its environmental impact is significantly better.” For some, no package is the best package of all. Enter HiBar, new salon-quality shampoo and conditioner bars created with no plastic or sulfates, eliminating the need for single-use plastic packaging. It has been carefully designed to stand up in the shower, shed moisture, feel luxuriant in the hand and feel comfortable when applying directly to hair, said the company. All About Style Got prints? Earlier this year Procter & Gamble collaborated with fashion designer Vera Bradley for its Vera Bradley + Venus collection featuring a popular Bradley design on a selection of Gillette Venus’s core and special-edition products. The collection includes a unique designer razor handle featuring a Vera Bradley print, disposable razors and cartridges with the brand’s most advanced razor technology and a Blushed Bloom scented shave gel all at Target. “Since launching in 2001, Gillette Venus has brought innovation to women’s beauty routines with products that women trust will perform and want in their bathrooms. The Vera Bradley + Venus collection offers just that,” said Alessandra Dolfini, global vice president for the Venus brand. “Vera Bradley strives to create thoughtful solutions for women that are both functional and beautiful, making the brand a perfect partner for the collection.” Marketers are having packaging success with some exterior makeovers. Iconic baby care brand Baby Magic is undergoing its biggest brand evolution in more than 65 years—launching new innovations, reformulating its current suite of products to include wholesome ingredients and modernizing its logo and packaging. Blue Lizard is launching a brand redesign, including a new logo and updated packaging. The new packaging includes enhanced educational content that answers some of the most common sunscreen questions, such as, “How much sunscreen should be applied to the body?” and “What does ‘mineral-based’ mean?” “Our educational content additions are designed to give our customers the information they need to stay sun safe and choose the best ingredients for their family,” said Garrick Killbery, executive director of marketing for consumer healthcare at Blue Lizard. “Blue Lizard’s new logo tells the story of the brand’s modernization—we’re evolving to meet the demands of consumers and the marketplace.” A splash of color can also make packaging pop. Keeping true to the city that never sleeps, Redken has enlisted art icon Eric Haze, a native New Yorker, to create its hair color collection City Beats’ street-inspired package design. From galleries to boutiques, Haze’s graffiti writing is easily recognizable and has made an impact in the worlds of art and design for over three decades. To commemorate Oribe Hair Care’s 10-year anniversary, its cult classic best-selling product, Dry Texturizing Spray, is available in a limited edition celebratory sequin-wrapped bottle. While designed on the outside to evoke festive feelings and a decade of memories, the high-performing formula is the same texture spray that sparked the original obsession, according to the company. But, innovation could be at a pinnacle right now when it comes to cosmetic packaging. Makeup is no stranger to innovative packaging. For example, Huda Beauty’s Rose lipstick collection includes eight bold rose-toned shades that have a unique diamond-shape, allowing for easy application and layering. The Immaculash 360 from BeauteNotions is a patent-pending, dual wand applicator that delivers flawless lashes without the hassle of falsies, said the indie beauty company. The dual wands help lift, curl and separate lashes while building volume as the user coats each lash from every angle for 360° of coverage. By placing top lashes between the dual wands, consumers can use the wands together (think of them like chopsticks) by pushing the button on the side to bring the wands together; or they can use them individually. The smaller detail brush is for inner corners, delicate lower lashes and separation; the larger volumizing brush adds extra volume. Think Big In the larger prestige retail space, MAC Cosmetics’ new Electric Wonder limited-edition collection is making waves with its specially designed, gold-flecked marbleized packaging. This follows the Disney Aladdin Collection by M•A•C with a movie-inspired look. The Kaja Heart Melter Lip Gloss Stick, popular at Sephora and elsewhere, features a heart-shaped lip gloss that combines lip oils for a rich, melt-on formula that delivers high-shine, conditioning color. The heart-shaped applicator fits in the Cupid’s bow for effortless application, according to the company. The project joins Kaja’s Cheeky Stamp Blendable Blush. In this packaging novelty, twist the top to reveal the heart-shaped sponge, pop open bottom and press the applicator into the cushion compact. Stamp once for a natural-looking glow, and twice for a bold pop of color! And, at press time, Games of Thrones fans were rushing to get their hands on the Urban Decay Game of Thrones Eyeshadow Palette, a 3D pop-up palette with an arsenal of 20 shades. And as with most Urban Decay palettes, they were expected to sell out quickly! Tiny hotel amenities represent a big opportunity for marketers and their suppliers. International leader in the guest amenity industry, Groupe GM has launched a luxuriously fragranced amenity line in partnership with Editions de Parfums Frédéric Malle. It also recently teamed up with French fashion designer Courreges, as reported in Happi. This first range features four 40ml products including shampoo, conditioner, body wash, and body lotion as well as perfumed soaps in pleat wrap, available in 30g and 50g. The collection bears the brand’s signature red and is presented on a modern signed wooden tray. To extend the guest experience, additional products are available such as the “Eau de Magnolia” eau de toilette in 3.5ml or 7ml, as well as a rubber incense medallion. The Editions de Parfums Frédéric Malle hotel line will be available worldwide thanks to Groupe GM’s global network of distributors. The first partnership with the Four Seasons Hotel in Hong Kong offers an exclusive 50ml format product range. Laurent Marchand, Groupe GM president, said: “We are delighted to add Editions de Parfums Frédéric Malle to our ever-expanding luxurious amenities portfolio. Similar to the Frédéric Malle vision, we at Groupe GM, are constantly striving for creativity, quality and innovation. This line deeply reflects our core values and will enable hotels worldwide to pamper their guests with expertly fragranced amenities.” Next Up Boxes, bottles and branding will continue to evolve in 2020 and beyond. Luttenberg of Mintel added that “smart packaging” is a rising trend that the industry will see more of in the future. “Connected packaging is witnessing renewed interest, driven by growth in ownership of connected devices worldwide and advancement in technologies that link packaging to the online world. Brands have a wealth of options to connect virtually with packaging, from QR codes and other graphic markers to near field communication, radio frequency identification, Bluetooth and augmented reality,” he said. “A vital link between physical and digital shopping worlds, brands can capitalize on connected packaging to influence how they are viewed online, together with delivering engaging content and product-specific information to directly influence purchasing decisions.”
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