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Summer Fridays jet lag mask is one of the most popular and most popular skin care products this season. This $48 leave-in mask/moisturizer became Sephora’s best-selling skin care product less than two weeks after its launch in March, and then sold out three more times. Although its popularity can certainly be attributed to the founders of Summer Fridays, Marianna Hewitt and Lauren Gores are lifestyle bloggers and influencers, and have a huge social media network (Kim Kardashian even shared it on her app) , But I believe that metal pipes are an important part of attractiveness.
A post shared by Officine Universelle Buly 1803 (@officine_universelle_buly) at 4:06 AM PST on January 15, 2018
The founder of Summer Fridays wisely chose the cornflower blue tube to ensure that it immediately stood out in the sea of millennial pink beauty packaging. But the real genius decides here? They put it in an aluminum tube, if there is one, which is a smart move on the Instagram shelf.
“Aluminum really stands out,” Hewitt said. “We want it to be a beautiful item on your beauty counter. We like it, whether it is used or brand new, it still looks very good. There are a lot of plastic tubes, and when they start to empty out, they look It’s just a little deflated. We want it to be photogenic.”
It’s no secret that packaging is very important to consumers. Humans are naturally attracted to what we consider attractive, so no matter how good the inside is, the outside is often the thing that makes us pick it up in the first place. A common statistic in the marketing world is that at least one-third of consumers choose packaging based.
It is difficult to pinpoint exactly what makes aluminum tubes more aesthetically pleasing than their ugly plastic counterparts or other types of packaging, but I will try because this is a current trend in beauty packaging.
Anyone living in the 70s and 80s may remember the metal toothpaste tube. They are utilitarian and have sharp edges. In fact, you can cut yourself as you fold up from the bottom to squeeze out more paste.
With the advancement of plastic packaging technology, consumer products no longer use metal. Even Tom’s of Maine, which uses metal tubes for its so-called natural toothpaste, known for its recyclability, abandoned aluminum tubes in 2011. According to reports, 25% of consumers have complaints about possession, and it is difficult to squeeze out children and the elderly from leaks to complaints.
The overall trend of tubing used for cosmetic product packaging is that by 2021, the global market is expected to reach 9.3 billion U.S. dollars, up from 6.65 billion U.S. dollars in 2016. A lot of very esoteric pipeline data was collected from it, but unfortunately no answer was received. If they respond, I will definitely update. )
In recent years, the use of metal tubes in the field of beauty has increased, at least according to the anecdotes of brands and products I have seen. Deciem’s new Abnomaly lip balm is made of an aluminum extruded tube and decorated with whimsical cartoons. Natura Brasil, which was just launched in the United States last year, uses aluminum tubes to make various creams. These tubes are also common in natural skin care brands such as Grown Alchemist, Asarai and Red Earth. The popular perfume brand Byredo offers hand creams and squeezable hand sanitizers made of minimalist metal tubes. Farmacy sells honey ointments in tubes with a plain wooden lid. & Other Stories (owned by H&M’s parent company)’s famous hand cream is made of a metal tube that looks like a paint tube. you understood.
Metal has a satisfactory weight, making the product feel stronger and therefore more expensive; plastic is still known for being cheap. (I have learned over the years that luxury cosmetics companies increase the weight of their pressed powders so that they feel heavier in your hands. Obviously, heavy stuff = better.) Metal, a natural material, conveys in a certain way The quality and imperfections of hand-made glossy plastic can not be. This helps explain why we are willing to drop the price of Aesop’s hand cream by $27. A Racked writer admitted that she only bought it for “gram”.
One cannot ignore the sheer pleasure of piercing the metal seal on the tube with the pointed tip hidden in the lid. It’s like a treasure hunt. When you break the seal, the little “pop” is very satisfying, regardless of sexual hints.
Paul Windle, the co-founder of Windle & Moodie, a new British hair care brand, recently explained to me why the duo chose aluminum tubes to make great invisible day and night creams. The product is designed to evoke skin care for the hair, which can partly explain the tube packaging. And, “[Metal tube] is very tactile. It has that crumpled texture. I just like it,” Wendell told me a little bit shyly, although he shouldn’t be, because he is absolutely correct. He said that using aluminum tubes is the first part of your “sensory journey” when you start using the product. Guan Shi, seriously.
Aluminum tubes are attractive enough to even win awards. Last year, when the quirky and artistic French pharmacist brand Buly 1803 was launched in the United States, founder Ramdane Touhami told me that the brand’s tubes won the European Packaging Award. It is not difficult to see why. This virgin! A snake!
Touhami was bored with the whole thing and said, “This is a very stupid thing. It makes me laugh every time.” But he then proudly showed me the embossing around the neck of one of the tubes.
As demonstrated by Tom’s of Maine’s decision, the maintenance cost of aluminum tubes is high. There are many new tube technologies in which plastic can have a metallic luster, but it feels different from the real deal. It doesn’t feel cool or curved to the touch.
Hewitt and Gores told me that due to the need to test the stability of the formulation, it was difficult to find a suitable tube for the Summer Fridays mask at first. Not all formulas are applicable to metal pipes. Hewitt said: “We did a lot of trial and error before we were able to find what we like aesthetically, but this is also a good home for our mask. It’s not easy.” “Our manufacturer is like, ‘You have won the hardest packaging!’”
Dermatologist Dr. Heather Rogers introduced a natural petroleum jelly, interested in the sustainability of aluminum, but admitted that it requires additional work. The brand had to line its tubes to protect the product, but the lining made in the United States apparently contained a small amount of BPA. She chose the more expensive Swiss-made BPA-free liner.
Sustainability is a widely cited reason why brands choose aluminum tubes. Deciem chose packaging for its lipsticks based on shape and recyclability. Rogers chose it because it is recyclable, and she is worried about the burden that plastic will cause to the environment and human health. Hewitt admits that aesthetics is the first consideration for the two, but she is happy that the tube is recyclable. (Although these tubes can be recycled, as Tom of Maine discovered, many people don’t actually do so, so it’s not clear how much this packaging trend actually helps the environment in the long run.)
The brand claims that the tubes can also potentially help protect anything inside, at least until they are opened. This is a particularly important issue for so-called cleaning brands that tend to avoid traditional preservatives. Patrice Rynenberg, the co-founder of Asarai, packaged several of his skin care products in eye-catching yellow tubes. He said: “For our natural formula, unlike plastic tubes, our aluminum tubes are pressure-sealed to prevent the growth of bacteria. A finer formula is very important.”
Aesop stated on its website: “Our preference at Aesop is to package in dark protective glass and anodized aluminum tubes (to minimize UV damage to the product) and add a small amount of scientifically proven preservatives to maximize Minimize the need for preservatives.”
Post time: Nov-08-2021