Beauty products launched in head-turning tubes

Jenni Spinner, Senior Editor -- Packaging Digest, 10/1/2012 10:17:00 AM

Payless tubes by Viva Payless ShoeSource, known for offering stylish, yet affordable, footwear and fashion accessories, has dipped a toe in the beauty product market. For three years, it worked with beauty brand specialist Maesa to develop its in-store line of body lotions, mists and other personal care items.

To create packaging that matches the store's goals of imparting a striking shelf presence, the team turned to Viva Healthcare Packaging, who came up with an injection-molded tube with an in-mold label.

Laure Pellarin, vp of purchasing at Maesa, explains, "Our design team envisioned a tube with a photographic quality on 100 percent of the tube surface, finished with a metallic look. We were also interested in having a global partner able to supply the same technology in North America, Asia and Europe where we are also active."

The photo-quality images and foil label give the products stand-out shine, and the one-step injection forming process to produce the tube and cap speeds turnaround.

The tubes hit shelves in Payless ShoeSource stores in September 2012.
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