To establish itself as a key innovator in make-up packaging, Aptar Beauty + Home sought out Fred Farrugia, a leading make-up artist.
Mr Farrugia joined Aptar Beauty + Home’s innovation team that gathers the talents of designers, engineers, research and development experts, creative professionals and marketing directors.
“This unit, where creativity knows no bounds, works to conceive innovations that break with established codes, to develop new, previously unexploited materials and work so that packaging and gestures come together in perfect synergy. Its aim is to be able to accompany brands whatever their stage of development, from small indies to the biggest multinational brands, with solutions ranging from dispensing systems to the development of complete make-up lines,” explains the company.
Fred Farrugia has worked with the world’s most famous photographers, including Peter Lindbergh, Jean-Baptiste Mondino and Jean-Paul Goude before meeting Jean Paul Gaultier and working with him on his first ever Haute Couture show. In 1997, Lancôme picked him out, and for eight years, he was in charge of creating the house’s make-up products as its artistic director. He was the brains behind the famous Juicy Tube, the first lipgloss ever to be packaged in a tube and still on the market to this day. A true packaging revolution at the time, this iconic product set the tone for his ongoing passion for design and the essential relationship between the product and its packaging. Based on his experience, in 2004 Fred Farrugia decided to create his eponymous brand. After five years in development, he launched a never before seen make-up concept, a portable, customizable palette designed by Ora-Ïto and made up of modules to be combined and clipped together. The mix-and-match collection was composed of foundation, blusher, eyeshadows and lip products to be applied with either a brush, a sponge or the fingers thanks to their adaptable textures.
“The codes of the colour cosmetics world are about to be reset thanks to this collaboration with Aptar. The shared goal at the root of this collaboration is to reinvent the segment so that formulas, packaging and make-up gestures finally come together in perfect harmony,” says Fred Farrugia.
The first outcome of this collaboration is expected this autumn with the launch of “a completely new face makeup gesture".