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Anomatic defines US beauty brands' packaging needs

Joanna Cosgrove

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Anomatic defines US beauty brands' packaging needs

Steven Rusch, vice president of marketing at anodized aluminum packaging specialist Anomatic talks about the Ohio-based current priorities in the US luxury beauty space.

How would you characterize the luxury beauty market in the US? 

It’s a competitive, demanding sector with strong growth fueled by traditional and emerging brands. Aesthetics, durability, functionality, customization and environmentally responsible packaging are at the forefront for both consumers and brands. 

What packaging features and innovations are brands looking for? 

US brands want dependable partners to provide packaging with speed-to-market, replenishment and quality control, sustainability and differentiation. These factors, in addition to lessening the impact of tariffs, have resulted in regionalized supply trends throughout the landscape. Brands are working with companies they can trust to meet today’s market demands–sustainable solutions, quick-to-market options, customization and high-end, dependable quality. Responsiveness is imperative.

How is Anomatic catering to the needs of US luxury beauty brands? 

Our expertise in vacuum metallization and anodized aluminum produces a variety of luxury decorative effects ranging from soft-touch to flexible metallization. Balancing eco-friendliness with fashion-forward decoration and color techniques is a major focus for us. Our latest luxury innovation is a patent-pending, all-aluminum skincare jar system that’s customizable and recyclable, created with anodized aluminum and available in a range of color and decorative options. It’s a solution that marries sustainability with the quality and customization techniques customers have come to expect from the company and we can’t wait to roll it out this year.

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