World Wide Packaging’s Tube in a Tube scoops ICMAD award

By Katie Nichol

- Last updated on GMT

Related tags: Cosmetics

US-based World Wide Packaging (WWP) was awarded the Skin Care Packaging Design at this year’s Independent Cosmetics Manufacturers and Distributors Association (ICMAD) awards.

The CITY Cosmetic Innovators of The Year awards took place on June 17 in New York, and a total of nine companies were honored for their new products, packaging or marketing.

“The CITY Awards represent dedication, effort and creativity by members of ICMAD and recognize the innovations that independent companies bring to the beauty industry,”​ said ICMAD President, Pamela Jo Busiek of CBI Laboratories.

Tube in a Tube

​WWP received the packaging design award for its Tube in a Tube concept used by Avon for its Anew Clinical Professional Cellulite Treatment.

Holly Benda, marketing director at WWP explained to USA that the packaging combines two tubes in one, ensuring the formulations stay separate until dispensed by the consumer.


“The Tube in a Tube concept consists of one 35ml tube inside a 50ml tube. When the tube is squeezed the two products are dispensed at the same time,” ​she explained.

According to Avon’s product description, the two separate formulations are CelluRefine Cream, which is designed to reinforce the structure of the skin, and Smooth Suction Gel, a cooling gel with tightening polymers that the company claims is formulated to enhance the cream.

Lip gloss packaging designs honored

​YOYO lip gloss mini, a ‘retractable’ lip gloss attached to a cord that extends two and a half feet and can be clipped onto clothing, was named winner of the color cosmetics category.

In the personal care packaging category, Chocoholicks by Iredale Mineral Cosmetics came out top, a collection of four chocolate themed lip glosses that look like cupcakes.

Related topics: Packaging & Design

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