Roberts Cosmetics + Containers: From packaging to full-service!

Jean-Yves Bourgeois

18 February 2016

The past year already stands as the third consecutive year of strong growth for this American company located in the suburbs of Los Angeles in Chatsworth, and which has just moved into new sales and administrative headquarters. A third "record" exercise in the words of its leaders, which is due to an undeniable commercial dynamism supported by a balanced development between the designing and the marketing of packaging intended mainly for the makeup sector and a full-service turnkey offer carefully developed over the last seven years. Explanations by Kristen O’Connell, Director of Marketing and Product Development.

Premium Beauty News - The way the Roberts Company started some 35 years ago is truly amusing!

Kristen O’Connell - At that time, Mrs. Roberts noticed a bullet casing that bore a resemblance to a lipstick container. She and Mr. Roberts began purchasing retired ammunition molds and modifying them to create lipstick cases. This kind of ingenuity has come to represent the innovative concepts that Roberts is known for to this day.

Premium Beauty News - Today, the company has remained specialized in the makeup industry?

Kristen O’Connell - Absolutely! Makeup represents 80% of our activity and innovation is always at the heart of everything we do when it comes to packaging development at Roberts Cosmetics + Containers, I would even be tempted to say "more than ever". But we are also increasingly known and recognized for our Full service turnkey offer in the field of makeup. Turnkey services currently represent about 50% of our business. We are proud to say that "Our creative team knows what’s next!" And that customers just need to contact our teams to enable us to help them with our innovative formulas and packaging concepts.

Premium Beauty News - Innovations which are both "home-made" but that you also manage to find everywhere in the world.

Kristen O’Connell - We actually go where this innovation exists. For example, we opened an office in Seoul more than fifteen years ago and another one in Shanghai five years ago. Everyone knows that Korea is one of the "spearhead" countries in terms of makeup and skincare innovation and developments. Much of our Full service offer is based on this thanks to the help of several partners.

Premium Beauty News - Your commercial influence extends beyond the West Coast?

Kristen O’Connell - The West Coast still accounts for two thirds of our business but our penetration in the rest of the United States and, in particular, on the East coast continues to increase. This is also one of the reasons for our presence at MakeUp in New York each year. And we were very honored last September to have our Powder Lifter and Eye Lifter selected as innovation winners for packaging and featured on the Innovation Tree. We want to thank all those who took the time to stop by our booth and view our latest innovations!

Premium Beauty News - Precisely, in terms of innovative products, what are your latest new products and what can you tell us about them?

Kristen O’Connell - We recently launched a roller ball doe foot applicator that allows for a very unique application experience for the consumer. Typically doe foot applicators are limited to lip product, but our new applicator is also perfect for serums and eye area care. We also have some very innovative compact concepts that focus on the elimination of a traditional hinge.