The TSA stated that cosmetics carried in bottles and containers of no more than three ounces, are now allowed in hand luggage providing it is in clear, plastic zip-top bags.
A Euromonitor report now highlights how the relaxed regulations has seen many packaging companies take the opportunity to highlight how beneficial packaging is to the success of beauty sales in international airports by adapting their product lines to meet the new size criteria of the cosmetic packaging.
Euromonitor stated 'the onus now falls on packaging players to provide transatlantic-friendly packaging solutions'.
Many Internet websites selling cosmetics, such as minimus.biz, have begun to sell cosmetics only in 3oz bottles in order to comply with the new regulations, with larger companies, such as US based manufacturer, Nalgene, also targeting the new trend.
Nalgene has produced a range called 'The Medium Travel Kit' which Euromonitor describes as being 'aimed at the transatlantic traveler and comprises of colour coded bottles and jars to be filled with liquid cosmetics including hair gels, shampoos and conditioners, shower gels and mouthwashes'.
However, it is not just mass-market companies that are adapting their product lines to incorporate the new regulations. Niche cosmetic and toiletries companies have also created new lines, such as Emerge Skin Care, which has 'recently repackaged its upscale skin care range in a new miniatures line of 'chap-stick sized' alternatives' Euromonitor states.
Many premium cosmetic and fragrance companies were left struggling after tight hand luggage regulations were established following terror threats in August, leading to a ban of liquid based cosmetics from all hand luggage.
Estee Lauder pointed out that 7 per cent of its annual $6bn sales are attributable to purchases made at travel retail outlets, primarily in airports.
Due to the impact of airport closures and delays that have crippled international airports in the recent months, Estee Lauder issued a warning in August stating that the current quarter may well be affected.
However, the recent news that airport authorities on both sides of the Atlantic have relaxed safety rules for hand carry items on planes, brought relief for many cosmetics companies that rely on duty free as a significant part of their annual sales.