Luxurious jar-in-jar gives Nivea a facelift

-- Packaging Digest, 4/1/2009 2:00:00 AM

The launch of a thick-walled jar for the latest skincare entry from Beiersdorf's Nivea, Visage Expert Lift cream, points to the high-end direction of the market, where some drugstore brands of skin creams compete head-on with pricey department store versions. With a combination of powerful ingredients Bioxilift and Hyaluronic Acid, the new cream line includes a day cream, a night cream, a beauty tonic and an eye cream that offer a complete facial skincare solution especially developed for the demanding skin care needs of women aged 50-plus, the company says. The jars, from RPC Bramlage (www.rpc-bramlage.de), have an eye-catching format that symbolizes the line's sophisticated qualities. Beiersdorf developed the cream jar used for the day and night creams in close cooperation with RPC Bramlage. The jar features an innovative dual-layer construction, with a violet-colored inner jar made of PP, that's visible inside a transparent outer jar injection-molded of PS. The overall look resembles a “glass effect,” but the jar is, in fact, made of plastics that are said to offer significant lightweight and shatter-resistant advantages that makes the jar safe and practical.

The inner jar is shaded according to the product: Lighter colors differentiate the day cream from the darker night cream jar. Labels applied to the outer jar by Beiersdorf enhance the premium effect. A two-part cap uses the same combination of PS inner and outer components, but is also metallized for extra on-shelf impact. Expert Lift was launched in four European countries in October 2008 with great success so far, the company reports. The line rolled out worldwide in January 2009.

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