ROLLERS PACKAGING
ON A ROLL
Whether integrated as an applicator into a vial or tube, or used as a standalone tool, rollers can help boost the product experience. Julia Wray discovers what’s available
R
oller devices – from metal rollerballs to jade rollers inspired by ancient Chinese techniques – have multiple benefits.
“With their intuitive design and gentle application, rollers deliver essential benefits of facial massage, increased blood circulation, lymphatic drainage and eye depuffing – all of which promote healthy, youthful, glowing skin,” says Anisa Telwar Kaicker, founder & CEO of Anisa International. “Rollers also help increase product penetration into the skin while providing an age-old ritualistic experience that individuals can replicate in the privacy of their homes.” Rollers may be integrated into skin care and body care packs, and they can add a 90s retro touch to lip glosses and fragrance minis. However, recent years have seen an uptick in demand for standalone devices, such as gua sha facial massagers and rollers made from gemstones, with more beauty packaging suppliers now including these products in their portfolio. “Rollerball applicators are an effective way for packaging to enhance the delivery of the formula and play an integral part in the overall efficacy of the product,” explains Lynn Lu, Skincare Product Manager at HCP Packaging. “It is a great packaging choice for convenience, practicality, portability and application on-the-go.” With all this in mind, Cosmetics Business asked, what options are available for brands who want to hop aboard the rolling bandwagon?
INTEGRATED APPLICATION Commenting on the roller applicator trend, Justine Rechenmann, Product Manager at Parisian application solutions provider Cosmogen, tells Cosmetics Business: “Roller applicators have met with great success in recent
cosmeticsbusiness.com
Cosmogen’s Mini Squeeze’N Ball features rollerballs made from precious stones (like obsidian, below), glass, ceramic or metal
years and Cosmogen has developed numerous references to simultaneously offer ergonomic, efficient and differentiating roll-on application solutions.
“The development criteria are the area of the face or body to be treated and its ease of access or not; the viscosity of the formula to be applied; its claims; and the associated ritual for optimal care. This explains the inclinations of the packs chosen to ensure their ergonomics, but also the materials chosen for the applicator itself: metal, ceramic, glass, semi-precious stone. Their properties of retaining heat, or, on the contrary, of producing a cold effect, accompany the action of the formula. Added to this is the playful and wellbeing dimension of the application ritual.” Cosmogen is well known for its Squeeze’N line of tubes, which come in a wide variety of size and applicator options, including a plethora of roller ones, with recent additions including two newcomers to the Mini Squeeze’N line-up. The Mini Squeeze’N Ball gives a cooling feel to help constrict blood vessels and remove the fluid that accumulates and leads to puffiness around the eyes. Here, the single ball is available in options made of semi-precious stones, glass, ceramic or metal.
Then you have the Mini Squeeze’N Roll, featuring a miniature cooling roller applicator, angled to meet even the most inaccessible facial areas.
June 2021 37
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