RPC capitalise on booming deodorant market with new packaging concept

By Louise Prance

- Last updated on GMT

Related tags: Marketing research, Deodorant

RPC Bramlage has created a packaging alternative to the costly
bespoke designs - targeting the booming deodorant industry.

The company has created a design that enhances it's already established roll-on deodorant container range to meet growing demands from manufacturers for a more cost effective alternative that still incorporates functionality and style. Typically a roll-on deodorant canister comprises of four parts. However, RPC has created a 50ml product that combines the container and fitment to create a packaging concept in three parts. Deodorant manufacturers will no doubt embrace the design, as it is claimed simplify the assembly process - encouraging news for the deodorant and bodyspray industry, which is currently valued at £459m (€683m). The container for the enhanced roll-on deodorant was blow moulded in PP, whilst the cap has been injected with the same material - with both created in a compact design that has been marketed to target the 'on-the-go' consumer. This has become a lucrative industry for the deodorant market, with many packaging manufacturers adapting designs for the increased amount of consumers who are increasingly demanding smaller personal care bottles that fit in to sports bags and weekend luggage for the 'on-the-go' lifestyle. German based packaging manufacturers Pfeiffer created the ModulArt dispensing system earlier this year. It was said to give packagers a customised packaging option with a lockable feature, claimed to be the first in the industry. The company said the design of the dispensing system allows packagers more freedom when creating unique dispensers, changing only the main optical component - the outershell, in turn cutting development time and costs. The lockable dispensing system makes the packaging solution desirable due to its ability to be locked only with one hand. A recent report by market researcher company Mintel, stated that over 94 per cent of women and 89 per cent of men in the UK used deodorants in 2006, higher than any other countries in Europe, with main player Unilever leading the pack, owning Lynx, Sure, Dove and Impulse- with own label brands only comprising five per cent of the market.

Related topics: Color Cosmetics

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