Color Cosmetics Packaging: A New Customizable Compact
Bobbi Brown’s new customizable compact is different from other refillable compacts. While the compact’s lid is fairly traditional, complete with a mirror under the lid, the base of the compact is what stands out. Most other refillable compacts on the market have a base that is a solid piece of plastic, perhaps with magnets to attract metal product pans. Instead, the base of the Bobbi Brown compacts looks more like a frame with square-shaped holes.
Plastic pans containing metal pans filled with product, or godets, as the company calls them, snap into the holes. By being open on the bottom, the base allows the product shade label on the bottom of each product pan to remain visible. Another benefit? “Not having a floor on the compact allows the bottom of the godets to sit flush with the bottom of the compact, keeping the compact slimmer and sleeker,” says Gary Montalbano, vice president, package development, specialty brands, for Bobbi Brown.
The brand says that the patented compact has been well received by customers. The compact is sold in three versions: three-, four-, and six-pan versions. Originally, the refillable products included powder blush and eye shadow. The line has been expanded to encompass hot-pour products such as lip gloss and foundation.
HCT Packaging (Bridgewater, NJ) produced the compacts, which are injection molded from an ABS-SAN blend. Getting the tolerances right so that the pans would fit in the compact securely, yet be easy to remove, was a challenge.
The customizable concept suits the Bobbi Brown brand, says Veronika Ullmer, vice president of global communications. “For Bobbi, it’s not about a trend. We’re a teaching brand. Bobbi’s philosophy has always been to teach every woman to be her own makeup artist. It’s about finding the right colors that work for a woman. So for us, this is a natural extension of Bobbi’s philosophy.”
“Today’s women want options,” says Montalbano. “They want to keep it simple, and they want to be able to do it on their terms instead of having to buy a system.”
Angela Piner, director, global package development for Bobbi Brown, adds, “The idea to have customizable palettes is in line with Bobbi Brown’s philosophy—to simplify, organize, and customize.”––
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