COSMETICS BUSINESS LIVE
BERLIN PACKAGING Speaker James Senior
This is an introduction to how we see glass packaging for make-up products. When people think about make-up products, with the exception of liquid foundations, we tend to associate them with plastic packs. So this is to give a another perspective. Berlin Packaging is the largest hybrid supplier of packaging in the world and, at the turn of the year, joined forces with Premi Industries, which is 22 years old, Italy-based and privately owned until the buyout at the beginning of this year. Berlin Premi Industries is focused
towards glass, although not exclusively. So, from creating and designing all of
the moulds to the focus towards the masstige and prestige segments of the beauty market, the company has created a very clever and extensive range of premium glass packaging for make-up products, for mascaras, eyeliners, concealers, brow gels, liquid foundations and many more. The make-up in glass range features
two sizes of bottles: 5ml and 10ml, and we call them our VIP range. The bottles have the same neck, and they’re thick, premium glass in feel and appearance. They really open themselves up to endless decoration possibilities as well. The generic screw neck has been designed to give optimum flexibility for brands wanting to build a product portfolio. You have three cap options: the VIP Cap, which is the shorter profile cap and is a PP cap with an aluminium shell over the top of it; you have the Extra VIP Cap, which is a taller cap (again PP with an aluminium shell); and you have our Re-VIP Cap which is PP only, or with the option of PCR PP, so a bit more eco-focused on the closure. This means that you can build up the
range if you want to create a varied skyline, and this can be easily done just with two packs or three cap options. The closures can then be combined
with a range of accessories that allow the creation of specific products for face and lips. These range from flocked applicators for concealers, foundation or lip gloss to fine brushes focused towards eyeliners, and a range of
cosmeticsbusiness.com
MAKE-UP IN GLASS – LEADING THE WAY IN SUSTAINABLE LUXURY
James Senior from Berlin Packaging
paying extra for the packaging. You can utilise Berlin Packaging’s
mascara applicators in different shapes to obtain different applications and claims. The variety of different applicators with
different caps allows consistent designs for collections that can be launched with limited production lines, because ultimately you’re running one bottle in two sizes – with the same diameter and same capping force as well.
GLASS’ ECO BENEFITS The collection also allows brands to launch make-up products in glass that have a higher chance of being recycled at the end of life. We know, globally, that more glass is
recycled with European figures at around 75-76% of all glass going into manufacturing. With glass also comes the benefit of it being endlessly recyclable without any degradation to the quality. You have a perception of increased
value and that doesn’t actually translate into the cost of the packaging, so the consumer is getting a premium weight product without necessarily the brand
Packaging (not VIP range) displayed on Berlin Packaging’s booth at Cosmetics Business Live 2022
in-house expertise when it comes to design, whatever the techniques: maybe it’s silk screen or hot foil, which are quite standard techniques, through to lacquers with graduation metallisation or even 3D inkjet printing. In addition to the previously mentioned applicators, the bottles can also take roll-on and caps – crossing into the fragrance category – and droppers and pipettes for cosmetics and skin care, as well as simple screw-in caps for refills. The thick glass that is more resistant
with its thick base can be decorated gloss matte or transparent. Consideration too has gone into the location of manufacture, with tools replicated in Asia and in Europe. Not only can this give brands quicker speed- to-market but it is a focused effort to reduce transport costs and also the environmental impacts of shipping heavier products halfway around the world. Furthermore, advances have been made into the reduction of fossil fuels used in production. With European production comes the
ability to mould in PCR with a minimum of 15%, and Berlin is also working on a standard to build traceability of the cullet as well in the packaging. So, although we know more energy is used in the production of glass, considerations in the group have been made to offset these as much as possible with the localised production. It is important to note that glass is inert and less porous than plastic. It has a high resistance to leaching as well. So, alongside the benefits of the packs being more premium in appearance, they’re resistant, they’re recyclable, they’re able to be highly decorated and less permeable. There are great strides also being
made towards using more renewable electricity and power plants. Berlin Premi Industries’ VIP range: two bottles, three cap options and endless possibilities and combinations achieved through decoration, and an extensive range of applicators.
December 2022 19
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