Quadpack has combined its wooden packaging expertise with Aptar’s lipstick mechanism know-how to create a wooden, refillable lipstick with a patented closure that marks a departure from the traditional “click” gesture.
Beauty packaging suppliers Quadpack and Aptar Beauty + Home have joined forces to create a refillable lipstick housed in a wooden case. Dubbed the Iconic Woodacity lipstick, the premium pack is manufactured in Europe. It uses Aptar Beauty + Home’s Iconic mechanism, combined with a certified ash wood case, part of Quadpack’s Woodacity line.
“The Iconic patented mechanism, used as a refill, is made both of aluminum for its prestige look and feel and plastic materials chosen for their ability to work together without the addition of silicone, POM or glue and for their perfect compatibility with lipstick formulas,” Aptar Beauty + Home Marketing Director Beauty EMEA Patrick Bousquel says.
The case was custom-designed to fit Aptar’s Iconic mechanism, Denisa Stircea, Senior Category Specialist, Quadpack, tells Luxe Packaging Insight. “Makeup is a fast-changing segment and young consumers in particular demand an experience,” she highlights, adding that the supplier developed a new closure system designed to engage shoppers. Rather than the traditional click closure associated with lipsticks, the pack features a patented ‘Solo Twist’ twist-and-lock gesture. “The interior of the cap and base, rather than being circular, are slightly oval, though it is not exactly visible to the eye. This means that the two parts must be completely aligned to close,” explains Stircea. “It's a very intuitive movement: pushing the two together and twisting them a quarter turn until the parts slot together. The design also means the user has to twist to open, too; they cannot be pulled apart.” To refill the lipstick, consumers simply snap in the new mechanism after pulling out the used one.
Quadpack says Iconic Woodacity is the first product in its portfolio to launch with the Solo Twist closure, although other solutions are in development.
In terms of decoration, the case (ash wood as standard, although other wood types are available on demand) can be laser engraved, screenprinted, pad-printed, spray coated or lacquered for standard projects, says Quadpack. For custom creations, patina, driftwood effect and layering are all possible. The mechanism, meanwhile, can be anodized, screenprinted or pad-printed.
Both Aptar and Quadpack will commercialize Iconic Woodacity, which will feature at MakeUp in Paris, LUXE Pack New York next week and Paris Packaging Week later this month.
