Are you hoping to create a package design with maximum impact? Look no further than metals and metallization techniques. Whether incorporated into a primary package or componentry, a metallic shine can make a big aesthetic impact, imparting a touch of luxurious premiumization and delivering a noticeable on-shelf differentiation. While some beauty brands opt for real metals like aluminum, alternative metals and metallized effects can achieve a similar coolness and shine. There’s definitely an option for every application and budget. 

“Metal and metallized packaging enhance the design aesthetic of beauty, fragrance, skincare, and personal care products by adding a premium, sophisticated look,” says Evan Blondman, Director of Supply Chain, Madeline Blondman & Co. Inc. “They offer shiny, reflective surfaces and texture contrasts that elevate a product’s luxury appeal.” 

Metals, continues Blondman, also provide superior protection against light, air, and moisture, preserving product integrity and extending shelf life. Compared to plastic, he says, metal is more sustainable, easily recyclable, and durable, enhancing the eco-friendly and high-quality perception of a brand. “Metals allow for unique finishes and customization, offering a broader aesthetic range. Overall, metal packaging improves product presentation, longevity, and environmental impact, making it a more premium and sustainable choice over plastic,” Blondman explains.

Creating New Options

TNT Group USA specializes in metal work for beauty packages and is particularly skilled in the use of Zamac and aluminum. 

“Their exceptional properties enable us to create complex, unusual, aesthetic, and durable achievements, such as caps, shells, decorative plates, collars, and accessories,” explains Boris Schaefer, Vice President of Sales at TNT Group USA. “They are also in demand for the manufacture of structural components such as ferrules or lipstick refill shells.”

Schaefer says metals lend themselves well to being transformed with customized embellishments such as engraving, embossing/debossing, polishing, silk-screening and lacquering for the ultimate in brand differentiation and customization. “Finishes connote [a brand’s] image,” he comments, noting that the customization process is somewhat akin to creating pieces of jewelry. “An aged metal look evokes tradition, a gold finish says opulence, a silver sheen is associated with a more austere, discreet elegance, and a sleek, all-metal look is synonymous with modernity.”

Metals also convey a sensory experience. “The shine of metal is widely exploited in the world of luxury goods for its power of attraction,” he says. “To the touch, the sensation of freshness and the weight are on a par with the perception of value already felt in the eyes.”

One of the company’s latest collaborations was on an aluminum bell-shaped cap for the first Jil Sander fragrance collection, Olfactory Series 1. TNT says the Coty brand opted to take a uniquely different approach to the metal it incorporated into its packaging: lacquered aluminum.

The aluminum cap features a white lacquered finish and a black silk-screen printing, complemented by a recycled PP insert that is flush for aesthetic appeal and has a matte effect thanks to a specific surface treatment. “The cap was crafted from a single piece of stamped aluminum, uniformly thick and smooth, blending finesse with solidity,” says Schaefer who goes on to add that achieving the piece’s elegantly bright and uniform appearance for the white finish was a challenge.

Additionally, the package features a recycled PP insert that was optimized to maintain its mechanical properties, which Schaefer pointed to as essential for securely attaching the cap to the pump of this refillable bottle. This project, he says, illustrates the search for an optimal balance between functionality, aesthetics and sustainability, which remains the main challenge.

“Indeed, the engineering and technical teams try to reduce as far as possible the need to combine plastic components, even though these are sometimes essential to the product’s functionality, particularly for the closure system,” he says. “For example, the weight of the Jil Sander perfume bottle can be supported by holding only the top part of the cap, thanks to a special insert.”

Advantages of Anodization

Another option for metal is anodization, a process that helps make metal corrosion-resistant and increases shine.  

Anomatic is an anodization specialist that offers a wide range of anodizing finishes and color capabilities to help brands differentiate their product while creating something completely unique and custom. 

“We can provide several deco solutions both for metal packaging and in metallizing and can even combine some to help elevate the brand and stand out from the competition,” says Eric Leray, the company’s Vice President of Sales. “Some of our capabilities include embossing/debossing, gradients, glitter, laser etching, hot foil stamping, offset flexographic printing, digital embossing, double anodizing, screen printing, varying transparencies of metallization, iridescence, and more.”

Anomatic has an entire suite of eco-alloy offerings designed to help brands tell their sustainability story, whether it involves recycled content in the package or lowering GHG emissions.

Related: From Plain to Premium

“Our metallizing process is also one of the ‘greenest’ on the market, in that it utilizes very low VOC emissions compared to traditional lines as well as less solvents—and we are still able to achieve the highest levels of quality and consistency that prestige beauty brands demand,” Leray says.

One of Anomatic’s latest brand partnerships was with OPI with whom they worked to produce a gradient metallized cap for the company’s RapidDry topcoat nail product. 

“Anomatic injection molds this cap and then we also metallize in-house, adding a unique gradient feature during this process,” explains Jessie Buran, Senior Account Director at Anomatic. “It’s a one-of-a-kind capability that others domestically do not have.” 

The process entails two gradient colors—red and blue, which are opposite colors from the chromatic standpoint—as well as a milky finish. Buran says the technical aspects of the project require a high level of expertise. “Our metallization technology (sputtering system) enables us to control the thickness and location of the deposition, as well as provide these unique finish capabilities.” 

Liana Cook, Vice President, ABA Packaging Corp., reports that in addition to highly polished and/or anodized single- and double-wall caps and closures becoming more mainstream, so too, has the integration of glossy and matte metal components into a single package design. It creates a striking visual effect and is emerging as a popular technique for brands hoping to elevate the look of luxury and add premium flair.

One of ABA Packaging’s latest metal developments is its high-end Envases lines of threaded and crimp neck aluminum bottles for beauty, fragrance, skincare, and personal-care products. Each component in the line can be decorated in many styles and sizes with six- to eight-color offset printing, intricate silk-screening, 360-degree hot stamping, and multi-color foil stamping. 

“Because all of the deco operations on our Envases aluminum bottles and cans are done inline to the manufacturing process, the costing for these premium additions are very reasonable and they do not negatively impact the lead-times,” says Michael Warford, New Business Development, ABA Packaging.  

In addition, the company is now also offering a new line of single-wall 100% aluminum caps in anodized aluminum finishes that are both eye-catching and sustainable. These caps can be mated with many of ABA’s stock lines of glass jars to give them an over-the-top luxurious look. 

And finally, Metapack USA reports that its latest metal development is the launch of its Made By Metapack Stock line comprised of aluminum metal pursers, Zamac refillable compacts, and aluminum refillable and non-refillable jars with fill sizes ranging from 10- to 200ml. 

According to the company’s Anton Meindl, Executive Director of Sales, the Made By Metapack label guarantees 100% sustainable packaging. “This new initiative includes luxury compacts and travel cases crafted entirely from recyclable metals like Zamac and aluminum,” he says. “These products are refillable, infinitely reusable, and entirely plastic- and magnet-free. Additionally, the compacts feature built-in pin clasps, making them both functional and eco-friendly.”

The Allure of Aluminum 

Aluminum represents the confluence of functionality and aesthetics, elevating a brand’s look while providing a handful of important benefits both to the formulas they contain and to the environment. 

For starters, aluminum can be recycled infinitely without losing its quality properties. “Nearly 75% of all aluminum ever made is still in use today,” explains Blondman. “Recycling saves 95% of the energy needed for the primary production of raw material. Aluminum has one-third of the density of steel—this means lighter packaging, lower energy consumption, and reduced emissions.”

And when used in a tube format, aluminum delivers a timeless, apothecary vibe, while offering barrier protection, shielding sensitive formula ingredients from exposure to light and air. 

“In the realm of cosmetic and personal care packaging, aluminum tubes have emerged as a superior choice, offering a blend of functionality, aesthetics, and sustainability,” says Stephen Macphail, Vice President of Sales and Marketing at Montebello Packaging. “Over the past two years, these tubes have gained traction for their exceptional barrier properties, which are crucial for protecting complex formulations from environmental factors, ensuring product integrity.”

Related: Aluminum Packaging for Cosmetics

And at a time when environmental consciousness is at an all-time high, aluminum tubes are infinitely recyclable, enabling brands to put their eco-consciousness and sustainability promises into practice. “This sustainable aspect aligns perfectly with brands committed to reducing their environmental footprint,” Macphail says. “Current trends in sustainable packaging highlight the growing demand for such solutions, making aluminum tubes not just a practical choice but also an ethical one.”

He goes on to add that aluminum tubes boast a variety of neck finishes designed to help enhance dispensing efficiency, while sealed orifices provide tamper evidence, adding an extra layer of security and trust for consumers. “Beyond functionality, these tubes offer a touch of luxury with metallic ink effects that create a high-end finish,” he says. “For those seeking a vintage appeal, the crinkle appearance during use has become a delightful feature.”

One of Montebello’s most recent aluminum tube collaborations was with ROC Skincare. Montebello incorporated a tall gold closure with two gold rings, lending an air of prestige to ROC’s Retinol Deep Wrinkle-LR product. “This collaboration underscores the importance of tailored packaging solutions that resonate with consumer preferences, potentially influencing positive feedback and sales growth,” Macphail says. 

Madeline Blondman & Co. recently expanded its disc jar seal range with the introduction of an aluminum foil disc that can be differentiated with logo embossing and color lacquering to yield gold or metallic colors. 

Evan Blondman says that while Madeline Blondman & Co. has been a pioneer in the jar disc industry for more than 50 years, the new aluminum disc is the first of its kind. “We have created packaging solutions for both leading and emerging brands, so we feel this new alternative will be a path forward to the future, with an eye on sustainability,” he says. “If a makeup or skincare partner is truly committed to sustainability, this is a beautiful and exciting new development. It may not be the most inexpensive, but it is certainly the most innovative.” 

Fantastic Foils

On a budget or perhaps in search of a metallized solution with a bit more flexibility? Fear not, metallized foils are a fantastic alternative to some metal packaging while at the same time, offering their own luxurious and stylish attributes.

“They can be used as a metallized effect without using an actual metal container or box, thus creating a soft and mild packing look that is less threatening to the environment,” comments Gary Bibler, Director of New Creative Business at K Laser, who adds that some applications are also inherently more amenable to foils. 

“Cold foiling for a metallized effect is ideal for label application,” he says. “The cold foil process allows for subtle spot lay-downs, which can also be delicate and elegant in its presentation. Additionally, application of cold foil is considerably lighter in weight than metallized componentry.” 

Nicole Rivera, K Laser’s Director of Marketing, says metallized foil designs deliver an industrial “edge” to the design, which helps set the label or packaging apart on the shelf. “Typically, metal designs are [thought to be] more masculine and are used on men’s products,” she says. “However, our offerings include designs that are versatile enough to be incorporated into traditionally feminine products as well.”

Metal foils are a flexible route to giving beauty brands the look of metal, especially if they’re on a budget. “Affordability is usually the most important aspect as an alternative as well as being eco-friendly,” comments Nerissa Ignacio-Littman, K Laser’s Creative Director. “Utilizing a metallized foil does not hold back the label and packaging from being sorted properly and recycled. Additionally, metal foils can be a good introduction to an industrial look that can be customized with overprinting and opacity.”

JetFx Drives Growth with Digital Embellishments

Printed labels and flexible packaging can offer a dramatic point of differentiation in a crowded marketplace when they’re enhanced by the addition of foil, cast and cure, matte/gloss or tactile embellishments.

With more than 100 years of printing and print application experience, JetFx Inc. has amassed innovative digital embellishment technologies expertise, helping change the packaging landscape for both labels and flexible packaging.

The company’s UV inkjet-based system technology can be retrofitted onto any web press to provide exceptional foiling quality with sharp edge definition and placement accuracy for micro text. “Embellishments have been possible with analogue technologies requiring metal dies and set up time, while digital embellishments offer flexibility and efficiency,” comments Ed Quinn, Director of Global Sales at JetFx.

The company’s latest launch is Fusion, which is designed to apply foil onto uncoated and textured label stock including operational capabilities.

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