Food's place in cosmetics and personal care formulations and packaging | PDD

Food’s place in cosmetics and personal care formulations and packaging


on June 19 2012

Rowenta recently launched their homemade beauty care appliance, Naturalis. This created a buzz in the PDD studio and got us to thinking about how the trend for food within the personal care market is evolving.

Image credit: Soap & Glory (left), Pink Dolly (right)

Of course, you’ll be very well acquainted with the trend around food in personal care products. Natural ingredients and fruits are often dominating selling points in hair care, scrub, shower gel and soap products. The Body Shop is a great example of a company that capitalises on marrying food and our personal care products. We noticed this trend evolve a little a couple of years ago, with foodie properties in products and packaging becoming much more indulgent, really whetting consumers appetites when making their purchasing decisions.

Image copyright: Robin Lee

Lip balm companies in particular have noticed this sway towards a treat-experience coming from personal care, and General Mills in the US are in a position where they can play with flavours derived from much-loved cereal brands such as Cinnamon Toast Crunch and Lucky Charms.

Image credit: Clinique

Clinique are known for their impactful pseudo-science advertising campaigns, but recently have started to dabble into the world of food to promote their range of Chubby Sticks. The adverts use playfully sweet and appealing jelly cubes to enhance their colour range which includes mouth-watering ‘Whole Lotta Honey’ and ‘Whoppin’ Watermelon’.

Featured image and above image credit: Rowenta

So it is interesting to see Rowenta’s new Naturalis homemade beauty appliance appearing on the market, as it gives consumers the option and ability to specially craft their ideal smelling and flavoured skin creams, scrubs and serums. Building on the ‘DIY’ feel of the current zeitgeist, Naturalis cleverly plays upon consumer’s social activity, including a recipe book, where recipes’ successes and failures are shared online. The evolution of this trend, from being literal and ingredient based has almost come full-circle, to let the consumer decide on which scrummy ingredients they want to salivate over in the bathroom.

With Rowenta’s expertise in white goods, their cross over into personal care is a bold move. For us to see a better perspective on the design we spoke to PDD Industrial Designer Jon Freeman to share his point of view:

“Firstly it’s interesting to see this product coming from Rowenta. Rowenta are mainly a white goods manufacturer more commonly known for their toasters and kettles. There’s no clear collaboration with any skin care brand so it will be interesting to see how the whole service works with the purchase of refills for the machine. Also, will consumers trust in Rowenta to supply the various gelling agents and emulsifiers necessary to make the formulations when they don’t have a big trusted skin care brand like Nivea backing them?

The whole kit has an intriguing kind of ‘science lesson’ appeal, visually it’s similar to many kitchen appliances (notably blenders and ice-cream makers), giving it a familiar feel. It’s hour glass form makes what could have been quite an intimidating piece of kit appear feminine, friendly and approachable.”