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Article | October 31, 2001
In a market where impulse purchases rule, Markwins Intl., has raised the visibility of its cosmetics through unique packaging. The City of Industry, CA-based companys glam in a can cosmetics that were introduced at select mass merchandisers nationwide in August are packaged in transparent 1-gal paint cans.
The cans 20-mil sidewall is made of clear polyvinyl chloride. Inside the can individual cosmetics are enclosed in cavities in thermoformed 7 x 17 11-mil PVC sheets that snap together to encapsulate the cosmetics. The product-containing sheets are formed into a ring inside the can and displayed carousel style. An inner holograph paper also formed into a ring provides added interest and a background for the products. When seen on-shelf the cosmetics appear suspended in the container. A metal lid rim base and bail complete the package. Reverse-printing on the cans inner sidewall serves as decoration for the three products in the line which differ only by cosmetic varieties. The sidewall is screen-printed in six colors and overprinted with white to help make the colors bolder. Although paint cans have been used for cosmetics before the see-through can is a first according to vice presidentand brand manager Bill George. He says The packaging has to grab the customers attention immediately if for no other reason than to get them to stop look and touch. With this product we feel that once that happens and they see the value with the retail price weve got them! Aimed at girls aged 10-18 the product sells for $9.99 at regionally based ShopKo Fred Meyer and Ames stores. Led by product design manager Bunky Mar the design effort was done in-house and was based on a traditional paint can. While we love the shape and the size of the paint can we decided to switch to a clear container where everythings visible and obvious to the shopper says George. Its an easy-to-understand unique and collectable container. The PVC sheet is thermoformed in China by company-owned operations that also supply the cans premade. The cosmetics are also supplied in bulk by company-run plants in China although the nail polish and glitter products are filled in the City of Industry facility where the packaging takes place. About 30 operators can produce 1 canned products/hr. In late September Markwins met with a national mass merchandiser that responded enthusiastically upon seeing the cans George says. Markwins will expand on the concept around years end with the debut of a 1-qt clear can version glam girl that will sell for $4.99. (RL)
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