Glass design for cosmetics:

Glass for cosmetics – in the hands of creative designers it has become an independent form of communication and, with increased target-group specialisation in marketing, is steadily increasing in popularity: these are the comments of Burkhard Lingenberg, Director of Corporate PR and Marketing for the Gerresheimer Group, on the latest trends in perfumery and cosmetics packaging. At Luxe Pack 2006 in New York the company, which manufactures not only in Europe but also in America and Asia, provides interesting examples across a wide spectrum (May
17 - 18, Metropolitan Pavilion, Booth 50). ‘Packaging’ is what is perhaps evoked least of all by the contents of the showcases here. They are full of small ‘cult’ objects which proudly convey their totally individual message to the observer. Through opulent glamour or cool aesthetic appeal, with playful illustrations, brilliant colours and amazing material effects, ‘fantasy translated into glass’ seems to speak all emotional languages. The Gerresheimer Cosmetics Group displays glass design as the perfect medium to reach conservative consumers just as credibly as avant-garde women and men, and regardless of whether they are mentally more inclined towards golf clubs or motocross for example. In
addition to timeless classic appeal, symbolism with a clear reference to reality continues to gain ground – theme marketing is increasingly popular in the world of both perfumery and cosmetics.

With its wide packaging spectrum Gerresheimer covers all relevant product groups in the cosmetics field and, unusually, serves both the selective segments and the wider market. On both levels, the Group ranks internationally today as one of the partners in greatest demand by the cosmetics industry. Exhibits from the Belgian subsidiary Nouvelles Verreries de Momignies, the Germany subsidiary Tettauer Glashüttenwerke and other companies in the Group provide a cross-section in New York. The exhibition gives an idea of how much glass-design expertise is combined in the Group – and of the technical possibilities offered.

There is hardly any other company in the world with a repertoire like Gerresheimer, placing at the disposal of designers all possible refinements in terms of shaping, colouring and finishing. With their own mould building facilities, the glass specialists have achieved the most daring geometric shapes, the gentlest curves and seamless smoothness – not to mention the precise fit required to allow unorthodox functional techniques and combinations with other materials. Clear glass objects are displayed in immaculate purity, coloured ones (right through to pitch black) with fascinating iridescence and other effects achieved either through (usually transparent) feeder colouring during the melting process or subsequent overall spraying. Many creations are unadorned by logos or printing of any kind, while others use screen or tampon printing to achieve striking design effects or minutely detailed highlights. In addition, fantastic design variations can be achieved by acid etching: these can transform the character of the finished glass to the extent of giving it an elastic appearance or sheath parts of the surface in an elegant silky shimmer. Visitors will also see examples of the still relatively new ‘sublimation’ process by which flacons can be
decorated all over with designs of any kind – even photographs.

“Glass is the ideal marketing instrument,” says Lingenberg in summary. In view of such variety - which seems to be capable of unlimited expansion - no-one can doubt this. The attractive presentation almost makes one forget that the chemistry and physics of this malleable natural material are almost tailor-made for cosmetic products: itself neutral and absolutely impervious it protects fragrances and other sensitive ingredients like a strong room.