May 24, 2007 · Number 10
 

FEATURE: Aluminum Aerosol Can Production Up Six Percent

In calendar year of 2006, statistics show aluminum aerosol cans gained further ground globally. Roughly 4.8 billion aluminum aerosol cans were produced worldwide last year, an increase of about 6% compared to 2005. The share of aluminum cans in the world aerosol can production is about 40%. With strong demand growing in Europe, North America, and parts of South America, aluminum aerosols are globally "en vogue." The key market for international aluminum aerosol can producers is the cosmetics industry which accounts for almost 80% of deliveries. Demand from the cosmetics market was growing because aluminum aerosol can producers made good progress in offering attractive shapes, embossed or debossed cans, and convenient dispensing systems.

Today's full-body shaping is not only an aesthetic benefit, but it also gives consumers a better grip of the can. In addition, new printing technologies allow designs in photo-realistic quality accompanied by increased production flexibility with digital printing. All these innovations led to eye-catching designs with increased shelf impact. On top of that, aluminum can producers developed the so-called "transfer can" system that allows tinplate can standard caps to also be used for aluminum cans, thanks to a shoulder especially designed to fit these caps.

The annual per capita consumption of tinplate and aluminum aerosols in Europe and North America is 11 and 9 pieces respectively, in Japan 4.6 units per capita. In contrast, South America and Asia, though beginning to grow, are still lagging far behind. In Brazil, for example, per capita consumption is 0.8 pieces, in China it is 0.6 pieces. "There is an enormous growth potential in these buoyant regions because demand for cosmetic products is definitely going to rise in these parts of the world," says Gregor Spengler, secretary general of AEROBAL. "On top of that, in these countries with a relatively high humidity seamless, corrosion resistant aluminum aerosol cans have a huge business potential."

But also in Eastern Europe, particularly in Russia, the cosmetics market shows promising growth rates offering excellent business opportunities for aluminum aerosol can producers. Alternative packaging such as sticks or roll-ons are losing ground in Europe so that aerosols have become the preferred packaging in this market segment. Consumers like aerosols because they are a convenient packaging system allowing the exact and hygienic application of the product.

One factor holding back even more expansive growth is the rise in energy prices over the last two years. Due to these developments there has been an aluminum-related increase of production cost of 13% and an energy-related production cost rise of another 3%. All in all, a cost jump of about 16% has to be compensated by the aluminum aerosol can industry.

DESIGN FORUM: Should New Graphics Always Accompany a New Structure?

Last year, Trident came out with a very innovative package, but did not change the overall graphic look of the package. Trident did add a "New E-Z Close Pack" marker on the front of the package, but that was short-lived. The package works completely differently, the gum is held in place with a thin glue strip, and the package is reclosable. We asked a panel of experts three pertinent questions:

• When is it advisable to have graphic redesigns accompany structural redesign?
• What is involved in the package design decision about when it is appropriate to point out new structural innovations?
• Is it better to let the consumer have a moment or two of "discovery" and let them enjoy the new packaging in their own way?

Simon Gainey, principal of Competitive Innovations LLC, Media, PA
As a brand owner, if I am investing in a structural redesign or improvement, my underlying philosophy is to "maximize as much as possible the business value and potential from the redesign" so that the investment in change realizes real, measurable volume and profit growth, brand value, consumer delight, and marketplace news. I would nearly always time recommend combining structural redesign with graphic redesign to "shout out the change." This gives your investment the best possible chance of a return, and gives yourself a platform to drive pricing improvements.

But the challenge is to make sure that this graphic communication delivers on shelf; makes a connection with consumers' needs or unmet needs; and ties well with the structural improvement. If you don't, consumers can frequently miss the improvement, not use the package correctly and get disappointed, or not fully understand what you're talking about. I think you can still bring excitement and discovery too while also communicating the redesign—a good structural improvement can truly delight consumers, excitement can come from the improvement itself, and graphics can help to create anticipation.

Jerry Johnson, president of Voltaggio Johnson Design, St. Paul, MN
As graphic designers, it is easy to fall into the trap of seeing the structure of a package as simply a containment vehicle. In reality, the graphics and the structure are inextricably linked in the subconscious mind of consumers. With any consumer product packaging restage project, it is critical to have the design objectives linked to sound marketing strategy and consumer insight. While change for change's sake is usually a very bad idea, a well-executed initiative that addresses the structure and the graphics together can revolutionize an entire category (see Go-Gurt by General Mills).

It's important to understand your consumer and your product's usage occasions. If there is an unmet consumer need in the category and your product can provide a unique benefit to your customer that is not being addressed by your competition, by all means call it out. If there is any potential that your existing consumers might be skeptical or alienated by a potential change to the product or package (consumers can be a suspicious lot!), let them discover it on their own and be delighted.

Laura Donnelly, principal/strategy director, XO Create!, Alpharetta, GA
If the structural design is coming about due to a refreshening of the brand, then a graphical redesign is in order as well. However, if the structural design is adapting to trends in the marketplace and the structure is not dramatically different in shape and size (which seems to be the case with Trident), then the existing design elements can be brought forward to ease brand recognition during the transition.

When the structural innovation is truly a category breaker and has true benefits for the end user, then by all means tout the new benefits. However, if it is something that is more of a "let's do something different" change, then be careful of touting something that may be perceived as a marketing ploy.

Packaging by default is an experience whether you cater to making it a good one or a bad one, be it a box or a bottle. For the most part the enjoyment is subjective and therefore, you may not have much of a say in their method of discovery to begin with. There are simply too many factors involved.

Martin Short, managing partner, Swerve Inc., New York City
The issue becomes very clear if we consider what benefit to the consumer the feature actually offers. If it will be of beneficial use, sure go ahead and make it visible, after all it is a selling point that your competitors may not offer and consumers will welcome. However, there are many ways to make a feature visible other than adding yet another banner to the graphics. If designed properly, the packages overall form will inherently convey all functional cues intuitively and not require additional messaging, allowing for both long term salesmanship and a brand-building moment of discovery.

Nick Ehrman, director of business development, Voltaggio Johnson Design, St. Paul, MN
In our mind, it is always advisable to have graphic changes accompany structural changes. We are primarily working with products specifically developed for warehouse club stores. Oftentimes, the retail product is bundled in a new master structure or a larger custom sized package is used. The objective is to not only look good on a pallet in a dark warehouse, but we also need to maintain the overall brand essence while appealing to the club shopper who is primarily interested in "treasures"—things he or she can't find anywhere else.

We have learned that success comes from a comprehensive strategy that includes graphics, structure, and effective pallet selling strategies. I can't imagine a time when you would not want to use new innovation as a selling feature. I think retail is far too cluttered and competitive to not at least try and communicative any innovations that help solidify your point of difference and value proposition.

DESIGN: Pearlfisher and Perfect Sense create exclusive "Yü" fragrance bottle

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Pearlfisher [www.pearlfisher.com] has recently completed its first fragrance project in collaboration with Perfect Sense, a division of leading perfume house Mane [www.mane.com], to produce an exclusive limited-edition women's fragrance: "Yü." Yü is a unique and opulent floral woody scent created from natural, sustainable elements and the world's most rare and precious flowers including champaca, a member of the magnolia family from Southeast Asia.

With only 500 bottles available worldwide, each with a hand-etched number to reflect its value as a collectible work of art, Yü arrives by invitation only at specialty stores in the United States, United Kingdom, Hong Kong, and Middle East. Its price tag: $5,000. Yü takes its name from the Chinese word for rain.

After a longstanding relationship with Perfect Sense developing insight and strategy to inspire some of their fragrance creations, Pearlfisher's New York studio was tasked with identifying the positioning for a new fragrance. As well as defining a unique strategy for the perfume, Pearlfisher created both its name, Yü, and its identity, including bottle design (500 g crystal bottle), packaging (magnetic birchwood box with leather lining), and accompanying book. The resulting three-piece package brings together natural and organic materials — crystal, birch wood, and leather — to reflect the premium quality and natural origin of the perfume. Every element has been hand-crafted by a master of the trade to re-define the luxury perfume market.

Creative director of Pearlfisher New York, Lisa Simpson says the bottle was inspired by the forms and shapes found in nature, "particularly the elegance and femininity of exotic flowers. The perfume is suspended in an inner chamber within the main bottle to enhance its preciousness, and there is no branding on the bottle to make it feel more like a work of art."

"We're delighted with the design for Yü," adds Lori Mariano, general manager, Perfect Sense. "The exquisite bottle perfectly complements the rarity and excellence of the perfume we've created, and possesses the refined and understated style of our target consumer."

STRUCTURE: MixTek Provides Innovative Aerosol Mixing Possibilities

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MixTek Mixing Solutions (www.mixtek.com) is the only comprehensive technology platform that co-mixes the contents of two aerosol containers that cannot be combined before use, and co-dispenses the mixture in a variety of forms — cleanly, safely, and effectively. The MixTek™ System offers a workable and flexible answer for products that are based on ingredients that need to be kept separate prior to use, delivering new and innovative products that answer previously unsolvable dispensing challenges.

The result is a new breed of product and category development. Marketers can improve upon existing products, extend lines, and create new category segments (or create entirely new categories). Product development professionals can meet marketing's needs while ensuring a realistic solution that provides the efficacy and product integrity to protect the company and its customers. MixTek is the co-dispensing technology for today's and tomorrow's needs.

The MixTek™ System instantly and accurately mixes the components and efficiently delivers the functional product either as a spray or liquid/gel/paste stream in one step without mess or waste. It delivers separate side-by-side streams for those products designed to demonstrate the presence of two components to the user (e.g., baking soda and peroxide toothpaste; body cleanser that conditions) or where delayed mixing of the components is desired. The mix of the products is adjustable.

MixTek provides a precise mixture of previously separated ingredients, delivered in a variety of forms, in a custom designed brand specific package to maximize impact and product differentiation at point of sale. The design can range from an elegant 4-ounce cream hair dye unit designed to be held in the palm of a hand, to a rugged 32-ounce industrial polyurethane spray coating unit with a trigger handle.

IDEA: Sharklids and Sam Medical Introduce Compact Eyewear Dispenser

SharkLids EyeGear of South Royalton, VT, and SAM Medical Products® (www.sammedical.com) of Newport, OR, introduce a unique, compact unit dispenser for MEDshields® self-adhesive, disposable eyewear. "In terms of its ease of use, the dispensing cartons work much like a tissue box," says Michael Bleau, vice president of Sharklids EyeGear. "We wanted to offer a package that enables our customers to be able to quickly retrieve a pair of our eye shields and put them on without having to unwrap anything. This solution is perfect for clinical settings where space is at a premium and people want to have personal protective items close at hand."

The dispensing carton is a compact 1.75" x 3" x 8.75" in size and holds up to 100 eye shields. This configuration saves on the costs of freight and storage space. It also adds a level of convenience that might drive up personal protective compliance, thus reducing the costs associated with employee and patient exposures. MEDshields dispensing cartons come with optional fill quantities of 25, 50, and 100 shields.

Introduced in February of 2006, MEDshields is the first optically clear, antifog, self-adhesive eye shield in the world. MEDshields' patented and versatile approach protects eyes by adhering to either the user's face, prescription eyewear, or a retainable frame. It uses a medical-grade, hypoallergenic adhesive that is strong enough to hold under aggressive situations, yet causes no discomfort when removed from the skin. For more information or a sample of MEDshields, please contact Michael Bleau of SharkLids Eyegear at 810-397-1429 or mbleau@sharklids.com.

Add at the very end — For an animated demo of the package delivery system, visit http://www.medshields.com.

SOFTWARE: Esko Acquires Stonecube Ltd. and Introduces Esko Visualizer

Esko, the leading global system integrator for packaging pre-production, announces it has completed the acquisition of Stonecube Ltd, the leading developer of dynamic print visualization software. At the same time the two companies announce Esko Visualizer, the first product resulting from their joint development efforts.

Founded in January 2002 and located near Bristol, U.K., Stonecube has been developing innovative, interactive 3D software applications for photorealistic and interactive visualization of special inks and finishes in print applications. The technology shows the resulting effects from various paper grades and other substrates, all kinds of inks including metallics, and decorative finishes such as varnishes, foils, embossing, glitter and flitter. Target applications include high value-added printing such as book and CD covers, greeting cards, and of course packaging and labels.

Stonecube has been offering software products based on this technology to the general design and print market for a number of years. PrintDevizor, now in its second generation, lets you realistically view and experiment with variations of print and finishing options, interactively in 3D environments, and with true lighting conditions. PrintDevizor Pro has extra features which are essential for packaging, labels, greetings cards, publishing and print finishing—like die cutting, embossing, and flitter—and to fold 2D designs up or roll them into a cylindrical shape.

Esko Visualizer is a leap forward in integrated packaging design. Carsten Knudsen, president and CEO of Esko, states: "Integrating the graphic and structural design workflows into a single collaborative design environment has been one of Esko's strategic directions for many years. Today, we take another step forward and give designers, brand owners and packaging producers the opportunity to accurately communicate and evaluate the impact of the actual substrates, inks and special finishes used for the final product early on in the design phase."

Esko Visualizer will start shipping in July 2007, also in PC and Mac universal binary versions. Visit www.esko.com and www.stonecube.com.

ANNOUNCEMENTS:

The First Annual IMDA Awards Competition for In-Mold Labeling
This new awards program will recognize the industry's best of IML/IMD packaging and label designs. Winners are chosen based on creativity in design, engineering, and innovation in six categories.

The six categories are Best Part Design, Best Thin Wall Packaging, Best Injection Mold Package, Best Blow Mold Package, Best IMD Durable Product, and Best Label Design.

The awards presentation will be held at IMLCON07 in Scottsdale, AZ, October 10-12, 2007. Award announcements, pictures, and details will be published in Package Design Magazine's October 2007 issue.

Entries must be received by July 2, 2007. To download an entry form, click here.

Packaging Insights Announces Speakers for June Meeting
The Chicago Chapter of Women in Packaging is pleased to present top industry insiders speaking on the timely subject of "Sustainability in the U.S. Consumer Marketplace." The speakers will be Rob van Gilse, director of marketing and business development for Tegrant Corporation, Alloyd Brands; Dustin Schadt, account executive at Green Bay Packaging; and Rich Cohen, president of distant village packaging.

Our speakers will discuss important trends and share insights on sustainability with paperboard, plastics and specialty packaging. They will address items on the Wal-Mart Scorecard as well as their own green approach. As always, the focus will be on networking and sharpening our understanding of what drives our industry. Please join us Monday June 25, 2007 for socializing and networking over hors d'oeuvres from 6:30-7:30 p.m., followed by the presentation at 7:30 p.m.

Location: The Clubhouse, 298 Oakbrook Center, Oak Brook, IL 60523
Cost: $55 for members; $60 for non-members. Space is limited.
RSVP: By June 15 with a check payable to:
Baer Design Group
1234 Sherman Ave #107
Evanston, IL 60202

For further information, please email Lisa Baer, Chicago Chapter President, Women in Packaging, at lisa@baerdesign.com, call 847-866-8467, or visit www.womeninpackaging.org.

RESOURCE: The Packaging Diva Offers a Design It Yourself Workbook

JoAnn Hines

"People always contact me whenever they are in trouble. Most of the time it is after the fact and they want the quick fix to their packaging woes," says JoAnn Hines, author of The Do It Yourself Packaging Workbook and self-proclaimed "Packaging Diva." She continues: "Packaging is a complicated intricate process. Understanding it requires time and consideration. It's not just about getting the product there. It's also about getting the product to SELL. And I am going to teach you how!"

In addition to cheat sheets and resource lists, Hines' workbook covers:

• The nuts and bolts of how product packaging works
• The how-to of packaging your product to sell
• The inside scoop on finding a packaging supplier
• How to have premium packaging on a startup budget
• How to avoid packaging disasters
• How to get started packaging your product if you know nothing at all about packaging

Hines has more than 30 years of vast and impressive expertise in the packaging industry under her belt. She is an accomplished author, speaker, publisher, marketer, and e-commerce expert. She has received numerous awards and honors and is the founder of Women in Packaging, Packaging Horizons Magazine, Packaging Career Hotline, Packaging Coach, Packaging Diva, and Packaging University.

The Do It Yourself Packaging Workbook offers step-by-step instructions to save readers time, money, and distress. "I know how hard it is to have a great idea or product, and to have to dig through mounds of information to learn how to package it," Hines says. "It's a tangle of information out there and what you don't know CAN get you into trouble (just look at of all the news stories that deal with problem packaging). In fact, your product may never see it to the retail shelf if you don't do your homework right the first time. "

For more information, click here.