Blister-pack provides a 'lip-smackin'

Capitalizing on innovative sample-packaging trends can set the stage for a cosmetic manufacturer's product and brand success. Arcade Marketing, Inc., New York City, a global leader in the development, production and distribution of printed sampling systems, delivers an attractive, one-time-use cosmetic package that introduces the image of Mary Kay's new Signature line of lipstick.

Arcade Marketing worked with Multivac, Inc. to develop a package that would accommodate liquid filling, an applicator and a safe, easy-open design. Tom Burtzlaff, vp of operations for Arcade Marketing, says, "We selected Multivac not only to implement a packaging solution, but also as an essential design partner that could help us innovate our products to deliver a high-end cosmetic sample package that would enhance the cosmetic."

Arcade Marketing has three divisions that produce product samples for the fragrance and cosmetic industries. With the Mary Kay blister-pack, challenges were abundant. Arcade needed to design a cost-effective trial-size cosmetic package, precisely place a lipstick applicator in the small package and replicate the liquid lipstick consistency of the retail line.

Multivac installed the R-230 horizontal thermoform/fill/seal system within seven months of the equipment order, and Arcade now produces more than 50,000 lipstick samples each day. The sample packages for the Signature line offer a high-gloss finish, a transparent color-viewing window and a peelable, laminate backing layer that offers easy access to the lipstick and applicator.

A signature product
Mary Kay's new 2 x 2-in. lipstick pack offers a small sample of lipstick in a rectangular, lipstick-shaped cavity and a tiny applicator that is situated next to the lipstick in a vertical cavity. The cavities are formed using 15-mil amorphous polyethylene terephthalate (APET). A proprietary, 3-mil laminate backing layer provides the seal for the package.

The lipstick sample is viewed through a clear, color-viewing window that has a high-gloss finish free from blemishes. One of the challenges of the sample pack is the registration. The film has registered graphics, and the clear, color-viewing window has to be precisely registered with the lipstick cavity.

"With Multivac, we were able to achieve Mary Kay's objective to utilize a first-class sample package that creates a positive first impression with consumers of Mary Kay's entire lipstick line," says Burtzlaff. "These samples will often be a consumer's first experience with a product, and the appearance must represent an image the company would like to portray into the mind of a potential buyer."

Cosmetic thermoforming
To make the blisters at Arcade, the preprinted rigid film unwinds from a jumbo reel and is routed through a registration system that maintains accurate registration of the clear, color-viewing window and the graphics. The film proceeds to the preheating station, and a plate from below warms the film to approximately 248 to 266 deg F. Then, the heated film moves over the forming area, where negative forming produces the blister cavities for the lipstick and applicator. The forming station uses vacuum pressure to pull the film downward, and the heated, pliable film fills the cavities.

The thermoforming system produces six packages per cycle–36 sample packs. Each sampler is held together by micro perforations and offers an easy-open tab.

The partnering of three
Multivac partnered with Rapid Development Services (RDS), Chesterfield, MO, the company's preferred automation partner for consumer products. The Arcade installation of the thermoforming system was a complete turnkey operation. The Multivac and RDS team worked through a single point of contact to keep the process streamlined from the project's beginning to end, PD is told.

"We quickly gained confidence with the partnership between our company, Multivac and RDS, which stemmed from the companies' innovative technical development and customized equipment," says Burtzlaff.

During the filling process, RDS came up with a proprietary solution to control the amount of lipstick inserted into each cavity. The solution ensures that each production cycle produces samples with an exact amount of lipstick.

Future looks bright
Arcade Marketing purchased a second R-230 Multivac system to focus on smaller custom packaging solutions along with two more sets of tooling to produce a variety of cosmetic packages. "Our company is looking forward to continuing our relationship with Multivac for their products and their after-sale support training and services, which can't be beat," states Burtzlaff.

"Mary Kay is extremely satisfied with the features and benefits of its new high-gloss sample packaging–especially the lipstick color visibility–which allows consumers to try the lipstick before purchasing," says Burtzlaff. "These sample packs have helped them support their full line of 39 colors and increase product awareness while diminishing inventory costs."

More information is available:

Contract packager: Arcade Marketing, Inc., 212/541-2600. Circle No. 203.

Htf/f/s machine: Multivac, Inc., 816/891-0555. Circle No. 204.

Integrator: Rapid Development Services (RDS), 636/787-4000. Circle No. 205.