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Packaging & design

Arcade to invest in make-up

The US-headquartered firm, specialized in the design and manufacture of high-end samples for the perfumery market, has decided to focus much more on the make-up sector. High point of this new strategy, its participation in the upcoming MakeUp in Paris tradeshow to be held next June at the Carrousel du Louvre.

Philippe Ughetto, Senior Vice President International, Arcade

Philippe Ughetto, Senior Vice President International, Arcade

We got involved in the make-up segment ten years ago”, explains Philippe Ughetto, Senior Vice President International, “but it currently only accounts for 20% of our business.

Arcade’s brand new commitment is reflected by a significant commercial involvement focusing on the Stand-Alone Beautiseal, a sample that can be distributed easily and that looks like a small printed card that just needs to be opened to reveal the cream or the foundation that one wishes to apply on his face.

Quite a promotional effort was undertaken too with ClearAdvantage, which allows to offer the consumer a make-up powder directly on an insert from inside a magazine. “The technical performance in this case,” emphasises Philippe Ughetto “is that the powder is trapped in a transparent label featuring the desired shape (that of a case for example) glued on a printed medium.” No burrs and a perfect respect in the shade of the powder.

Arcade’s third flagship product in the make-up sector: the Beautipod. It consists in a clever little sample glued to a paper medium whose dose is made available by tearing the trim line positioned on the insert, a gesture which allows to tear open at the same time the upper side of the sachet through which the product is released. A system that allows a presentation under multiple forms, the last one being the one marketed by the brand Benefit consisting in three available samples aligned on a leaflet, inserted into a small advertising and explanatory booklet.

Industrially speaking, to note the opening by the group, in April of a fully owned subsidiary, ArcadeLatam, in Sao Paulo.

Jean-Yves Bourgeois


© 2011 - Premium Beauty News -
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