According to Christine Horgan, VariBlend’s UK-based agent, a new generation of start-ups is shaking up the status quo. She also sees contract fillers very busy and salons being more aggressive in the product area as well, due to a confluence of factors.
“First, recent corporate takeovers in Britain have freed top executives to split off and start exciting new brands,” Horgan said. “Secondly, the rise of new sophisticated formulations and regimen-based products requires a new generation of dispenser.
“In addition, these new brand owners want to engage consumers – always seeking innovative new platforms that deliver real value added – and build brand loyalty. These consumers are feeling more optimistic and will spend a bit more, but they want a personalized experience, a custom product just for them. This is where VariBlend packaging solutions come in.”
VariBlend, the world’s leader in custom-blending, variable-dispensing technology, has the patented technology that frees such innovative brand owners to develop regimen products, such as those in the hair care, self-tanning, and skin area categories.
Explained VariBlend President and CEO, Robert Brands, “A perfect example is the UK’s Alfa Chemicals Ltd, a top performer in the VariBlend Formulation Challenge and also the recent winner of the Society of Cosmetic Scientists’ (SCS) innovative product award.
“The Alfa DUO-PUMP All-in-one Travel Kit contains a hydric and lipidic gel,” Brands said. “These are stored separately and designed to work together to produce a range of different skin care products depending on the proportions of each used.”
Alfa’s new product allows consumers to choose the dosage of each gel and thus formulate custom-made products on-the-go. Variblend’s dual dispensing systems deliver the two phases independently and instantly combines them at the moment of application into a smooth and stable emulsion.
A key added benefit of the VariBlend dispensing system is that the amount of each phase delivered from the pump can be altered easily using the dial. The desired product can therefore be selected by the user depending on personal preference.
“The multi-position, custom-blending design of our dispenser helps consumers design a personalized, multi-element formula, by simply turning the dispenser head stop-by-stop,” VariBlend’s Horgan added.
She also noted that such premium packaging – once found only in up-market brands – has now found its way to masstige and mass market products as well. “Further, companies find that advanced dispensing platforms help retain younger customers, as the earning power of these consumers increases over time,” Horgan said. “It’s yet another way to build brand loyalty.”
The Variblend system, which can also be fixed at specific settings, allows for precise delivery of two formulas of varying viscosities and flow rates. Simply rotating the dispenser head allows the consumer to select multiple formula strengths. As the dispenser head is rotated, it changes the position of the actuating disc, which interacts with the pump pistons. When actuated, this disc pushes each pump piston at different angles depending upon the selected mixing ratio.
www.variblend.com
Contact
Martin Kleinman
Communications Strategies
***@commstratpr.com
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