Is novel lipstick packaging a coming trend?
Economists and beauty business pros alike all have an opinion on the lipstick effect: the theory that in times of economic uncertainty lipstick is the affordable luxury item of choice and sales of it (and other personal care items) measure consumer confidence levels. And, lipstick has long been credited with being able to boost a person’s mood—when you look good, you feel better. Now, how to package all this happiness?
Tubes that record and play messages turn this everyday makeup staple in to a playful communication device, thanks to O HUI. The cosmetics brand just launched digital lipstick and some related marketing projects using consumer-generated-content: “Digital Lipstick is a lipstick-shaped recorder. It comes in a package of two lipsticks,” explained the brand’s media release.
“Couples can share one lipstick each and use it as a recorder. In addition, when they record their messages to one another and put the two lipsticks together, the LED lamp blinks in the colour of the lipsticks and plays the recorded voices.”
O HUI is the cosmetics division of LG House & Healthcare, headquartered in Seoul, Korea. Since 1997, the beauty brand has prided itself in “developing skin care and makeup products aimed for changes in women’s lives as well as in their skin,” states the release.
Following the trend for multifunctional personal care products, packaging companies are manufacturing containers that hold multiple goods.
Cosmetic and skin care packager Fancy & Trend offers lipstick tubes with lip gloss containers on the flipside. And speaking of multiples, Fancy & Trend has two types of this package: “The first is composed of a SAN bottle which is highly transparent, offering a vivid visual effect as well as high level of chemical resistance. The other is made of PETG, and is an excellent choice for products that require compatibility, durability, and clarity. It’s a rather lightweight material for a packaging piece,” explains webpackaging.com in a blurb about the lipstick tube.
The Duo line of lipstick packages from Libo also put more products in consumers’ hands. The tube is a dainty version of the standard and the cap has a small flip top to accommodate a second product, presumably a companion treatment. Again the light-weight aspect of the package seems to be a feature: “With the Duo line, Libo has ensured that consumers can carry around less weight by incorporating two products into the same piece of packaging,” says that container’s blurb.
Package makers are adding magnetic closures to lipstick tubes as well. The Magnetic Lipstick in Quadpack's Q-Line collection is one such tube. The company, based in Barcelona, Spain, notes that the package’s “sleek, minimalist form denotes prestige, while its heavy weight will make it stand out and easy to find in large designer handbags and make-up purses. Extra weight can be added to both the body and cap for even greater tangibility,” explains the Quadpack press release.
As with the digital lipstick, sound is important here. The magnet’s audible click reminds consumers of the luxury closure feature. As more nuanced lipstick packages come to market, brands will have an even broader array of materials and functions to offer consumers.