There's Always Room on Shelves
for Well-Executed Design Ideas

By Lynn Dornblaser

One of the major trends we observe in new products and in packaging is how companies borrow ideas or technology from other categories or other industries.

Take mascara for a spin

Take, for example, the concept of a spinning head. This idea may have been borrowed from the construction business (rotary sanders, drill bits, and the like), or perhaps from somewhere else. Nevertheless, once we saw the spinning concept well developed, it had appeared on candy (Spin Pops), dish wands (Dawn Power Dish Brush), and toothbrushes (Crest Spin Brush). That spinning or revolving head idea now has moved to another, very unlikely category —mascara.

In the U.S., a small company called Akasha has introduced what it calls Spin Lash. Unlike Spin Brush, this product does not rotate at a very fast rate of speed, but rather rotates much more slowly. As with the other spinning products we have seen, it has a button on the unit that, when pressed, makes the product spin. In this case, it is the mascara wand that spins, helping to coat upper and lower lashes. The company says that the 360-degree rotation helps to separate, coat, lengthen, and volumize —all key attributes for mascara.

Interestingly, the product can be used with the included mascara, or the AAA-battery powered wand can be used with other mascara of the consumer 's choice. This make the product even more appealing to consumers, as they do not have to give up the functionality or features of their favorite mascara (color, durability, etc.), yet have a new way to apply the mascara to lashes.

One area of functionality that is different from the other spinning products on the market is that you can choose to have the brush spin either clockwise or counterclockwise. Apparently, this is to apply mascara to both upper and lower lashes more easily, and it no doubt helps to make this product suitable for right-hand or left-hand use.

Like most unique functionality, the Spin Lash does not come cheap ($14.95), but it does come with a full tube of mascara. It is difficult to know, however, if this new type of functionality is something that truly offers a significant point of difference to consumers or if it is more just a novelty that will run its course relatively quickly.

Good and good for you

Growing concerns for the environment have prompted sustainability efforts to become more prevalent, resulting in the production of more eco-friendly packaging across a number of categories. A prime example of the movement toward eco-friendly packaging is Target 's Archer Farms cereal. Instead of the typical cardboard rectangular-shaped boxes, Target is now selling Archer Farms cereals in oblong-shaped boxes that have an inner plastic lining holding the cereal.

In terms of the environment, the product is a winner because it does not contain an inner bag, which reduces material and waste. It also is a bit smaller than other cereal boxes, increasing the product volume per package and shipping efficiencies. In addition, the package promotes reusability—it can easily be used to store other types of dry food products (or, in fact, other things altogether). The pack also contains 55% recycled material with 50% post-consumer content.

This new packaging features an easy-flow spout and snap-shut reclosable lid to maintain freshness. A hinge on the lid located mid-point of the closure simplifies dispensing by allowing only half of the lid to flip up. A round clear window on the lid provides a clear view of the remaining cereal. This closure makes the product package closely resemble a reusable plastic container, such as Tupperware.

The package is one that clearly shows how companies can effectively sell an environmental message to consumers by combining it with other benefits. While many consumers likely will choose this product because of its recycled content and its reusability, it is also likely that more consumers will choose it because of its reclosability, which is always an important consideration in cereal boxes. Or they might fancy it because, quite simply, because it looks great. Or they might be surprised and delighted by all the features and say, "Wow! What a Package!"

Lynn Dornblaser is the director of the Custom Solutions Group at Mintel International. She can be reached at 312-932-0400 or lynnd@mintel.com.