Giorgio Armani Lip Magnet: Packaging Innovation
The magic behind a beauty product starts with the people who create it. Believe it or not, it takes an incredible amount of shared expertise and collaboration from several teams to make this magic happen! At L’Oréal, the forces align between Marketing, Research and the Operations teams of Product Development, Packaging and Purchasing, as they work together to develop innovative products to meet consumer desires. One of the finest examples we have of cross functional innovation is with the making of Giorgio Armani Beauty’s Lip Magnet, one of the brand’s proudest products to date. Let’s get to grips with the action behind the gloss!
“To be the 1st brand to launch this innovation on the market, our objective was to provide innovative solutions and functions across the whole value chain to reduce development time, optimise product profitability and ensure product quality is always guaranteed.” Aicha Nowak, Product Development Manager Make-up and skincare Giorgio Armani & Helena Rubinstein
The power of Packaging
Packaging is a make or break factor in the beauty experience, and has a huge influence on its commercial success in this digital age. Just think about all the beauty bloggers and their six figure fanbase who pick a product a part to assess their satisfaction, from packaging to application. They really set the bar high for consumer expectations of a product’s efficacy, quality and aesthetics. Our teams are hence dedicated to creating a product that’s enticing for the eyes, easily applicable and new to a (highly condensed) beauty market!
For Lip Magnet, our Packaging Innovation team designed an inclined quill applicator capable of applying the right amount of an ultra-pigmented formula on the lips with comfort, precision and the sensation of a weightless film. The transparent bottle with thick walls helps bolden the lip shade, and a carefully considered application system enhances the ease of a soft as silk application.
“This intelligent applicator, moulded in a single piece, and partially covered with calibrated and localised fibres, optimises the formula outcome and hugely extends the make-up promise.” Marcel Sanchez, Make-up Engineer Packaging Innovation
“Our expertise consists of simulating the product in 3D while integrating all the technical challenges, so as to guarantee industrialisation. We also validate the parts that make up the pack, once the moulds have been produced by our suppliers.” William Delbove, Packaging Designer at L’Oréal Conception and Homologation Centre for 3D modelling and homologation
Forward thinking formulas
You probably know nude lips to be a huge consumer trend in beauty recently. In formula terms, the aim was to meet consumer expectations of the nude lips feeling with a highly colour-concentrated liquid formulation.
“In response to the “full make-up” and “no make-up” dual trend, Lip Magnet offers a novel response with multi-effect lipstick, either visible or natural, depending on how it is used, but always easy to apply”. Johan Lundin, International Marketing Director Giorgio Armani Beauty & Privé Fragrances
Lip Magnet was inspired by “Le rouge d’Armani” lipstick, and then given a twist in terms of fluid and liquid form. This identity link needed to be kept in mind in the design, while combining it with the brand’s two iconic knowhow hallmarks: the sheer film of Maestro Fusion foundation, and the incredible colour intensity of Lip Maestro. Staying true to Giorgio Armani’s Giorgio Armani pledge of the “the right colour in the right texture”, the colour texture of any of the brand’s beautys product has to be as spot on as the seams of an Armani suit.
Where does the magic happen?
Lip Magnet is manufactured at one of our most agile and automative plants in Lassigny, France, where a whopping 70 percent of our L’Oréal Luxe products worldwide are produced. If that’s not impressive, we’re not sure what is! Take a sneak peak into the action here:
Game changing product innovation starts with a click to explore our opportunites at L’Oréal…
