In an exclusive interview with Premium Beauty News, Mrs Lucyna Silberstein, Megaplast’s General Director and APA’s President, describes the strategy and priorities of the new association.
On its first year of existence, APA intends to promote airless designs widely in Europe, focusing on the systems’ strengths making them increasingly popular among cosmetics, pharmaceuticals or foods manufacturers, in particular their contribution to formulas’ preservation and their ability to dispense 100 percent of the product.
Premium Beauty News - First of all, could you describe what airless designs are?
Lucyna Silberstein - Actually, one of our first actions was to provide a relevant definition of these products. We agreed that an airless design is a non-pressurized dispensing system, combining a mechanical pump with an airless filled and sealed container, delivering the product without air aspiration. The container is either flexible or rigid, with a hose or a piston.
Premium Beauty News - Why such an association?
Lucyna Silberstein - Our main goal is to develop the global market for airless products, mainly through communication initiatives promoting the systems and highlighting their strengths, in particular to final consumers.
It is obvious that this kind of campaign will be helpful to brand owners - our customers - who are making the choice innovation and added value. For us, it’s a way to accompany and support them in this direction.
Last but not least, we intend to create an “Airless” quality labelling that will guarantee that airless designs comply with APA’s specifications.
Premium Beauty News - What about APA’s workload in 2009?
Lucyna Silberstein - As a first step, we are preparing a press kit providing more details about the association. We are also finalising a strategy to send out press releases and information to both the industry and general media, in particular we want to target the women’s press.
Furthermore, we are working on a website with the aim to put it online by the 1st of March 2009.
Eventually, we should start working on the quality labelling by the end of the year.