With the increase in online sales for cosmetic and personal care products, the demand for packaging solutions adapted to the requirements of omnichannel retail is becoming massive.
“Consumers expect a seamless shopping experience across multiple channels from in-store, to click & collect, to online. According to our research  leaking in transit is the biggest pain point consumers currently face. These innovative dispensing solutions are designed to eliminate that pain point for consumers and improve consumer sentiment for our brand partners,” said Xavier Joseph, Vice President, Global Marketing & Innovation, Aptar Beauty + Home.
“Adapt, Integrate, Rethink”
“We have taken a three-pronged approach to meet this demand,” explained Luigi Garofalo, Global Business Development Director, Aptar Beauty + Home. “Our first step was to adapt our existing product range for requirements specific to e-commerce needs, including adding clips and increasing the robustness of pumps that are prone to breaking while in transit. Meanwhile, our talented engineers were working on ways to integrate e-commerce features into the functional design of packaging while simultaneously rethinking our omnichannel approach: deliver superior technical design, optimize the consumer experience across e-commerce and in-store channels, and minimize environmental impact."
The initial phase of this development included 40 products in Aptar Beauty + Home’s catalog deemed “e-commerce capable” and were ISTA-6 certified - the standard implemented by Amazon, in partnership with the International Safe Transit Association (ISTA) to ensure products withstand transport and distribution network pressures. In 2022, Aptar Beauty + Home increased that total by 50%.
Among these solutions let’s mention:
Disc Top Go, the first disc top in the market designed specifically for omnichannel distribution packaging needs, with a built-in twist to lock ring that prevents leakage or accidental actuation while in transit.
E-Simplicity, a flip top closure that features an integrated tamper evident tear band.
Quickflip, an e-commerce capable HDPE pouch spout for flexible packaging with a tamper evident feature and the patented SimpliSqueeze valve for controlled dispensing and clean cut-off.
Future, a mono-material and fully recyclable dispensing pump, which is e-commerce capable thanks to an integrated lock/unlock ring and a 360° free-rotating actuator to minimize the risk of breakage during transport.
Hiflow e-commerce, a large dosage dispensing pump designed specifically to address omnichannel distribution challenges. The actuator design helps reduce the risk of breakage, and features a lock-down system to prevent actuation during transport.
“We have been working to inform and inspire brands to use these solutions to both simplify their fulfilment process and deliver more sustainable, recyclable packaging to consumers,” added Luigi Garofalo
Sustainability: a driving force
According to Aptar Beauty + Home, the benefits of omnichannel packaging solutions must also help brands to work towards their own circular economy goals.
Aptar’s public sustainability product commitments are aligned with the Ellen MacArthur Foundation’s New Plastics Economy, which includes developing dispensing solutions that are recyclable, reusable, or integrate recycled resin.
“Our innovative approach of how to make products more sustainable and omnichannel capable at the same time ensures we are eliminating excessive or unnecessary packaging components from the waste stream,” says Xavier Joseph, “it is critical for all packaging suppliers to look broader than just one or two ‘sustainable’ features and truly understand the holistic impact we can make for the future.”
An example of this is Aptar Beauty + Home’s award-winning Future, a recyclable, mono-material and e-commerce capable pump.
“This pump is truly a game-changer in bringing recyclability to the next level and fully addressing the need for mono-material packaging. We chose Future because of this and took it one step further by pairing it with a bottle made of 50% post-consumer recycled resin (PCR). In addition to the sustainability features, this pump’s e-commerce-friendly design is equally important to our brand since we ship high volumes via small parcel,” commented Kevin Davis, Packaging Engineering Director at Dermalogica, one of the first brand to have opted for this solution.