In New York, the creative director at Alcan Packaging Beauty, Michel Limongi, presented the new products and gave beauty journalists an insight into the innovation process.
Talking to consumers
He said working with end users and finding out exactly what they like and don’t like is the crucial element in the development of successful new products.
Illustrating this approach is the new Sliding Brush which includes a pressed powder compact, a mirror and an extra large high-quality brush.
Limongi said users of luxury bronzers and blushers want to have everything together in one package but often have to choose between the convenience of a small brush and the quality of a large one.
The Sliding Brush therefore contains a large ultra-soft brush in a bell-shaped package with a mirror and powder palette attached so that everything is neatly combined for ease of use.
Making make-up easier
Convenience and simplicity were again the motivating forces behind one of Alcan’s other new inventions; the 90 degree compact.
Limongi said compacts can often be awkward and uncomfortable for users who are on the go, so Alcan has created a case that resembles a cell phone with a pop out horizontal mirror that gives an excellent view of the eyes.
The whole case can also be held vertically without any possibility of the brushes falling out. To ensure that users never have to scramble around on the floor looking for fallen applicators they pop out so they can then be picked up easily. There is no need to dig.
Guerlain is one of the brands to have developed an interest in this new product and has been working with Alcan to create a travel kit version.
Among the other new products presented by Alcan at HBA was the Bubble Stick, which was also on display at Mintel’s new product showcase.
Designed to inspire interest in lipstick from the younger generation the bubble stick is dressed with bubbles at each end linked with a chain that can be adorned with tassels or charms.