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With Luminosity, Valmont looks to younger consumers

Katie Nichol

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With Luminosity, Valmont looks to younger consumers

Valmont’s new skincare range Luminosity marks a departure from the Swiss skincare brand’s traditional packaging codes and target audience. Aimed at a younger demographic, most products come in frosted glass pump bottles.

Luminosity, from Swiss skincare brand Valmont, is a line of four products targeted at young women. Hitting the market this spring, the exfoliating water, serum, cream and mask boast white mulberry as the star ingredient.

“This line is a revolution for us in terms of color codes and glass decoration,” Valmont Product Development Director Magalie Tatangelo tells Luxe Packaging Insight. While the brand is known for its white opal jars fitted with gold metallized lids, for Luminosity Valmont chose pump bottles (apart from the mask, which comes in a jar) in lacquered flint glass and pink caps. The frosted flacons and jar (Heinz Glas) have a graduated lacquer, with the text screenprinted in gray.

“Opal glass has a bigger carbon footprint compared to flint glass production and is not always recognized by recycling sorting machines,” explains Tatangelo. “Using lacquered flint glass enables our packaging to be recycled, and reduces the packaging's carbon footprint by around 50% during production compared to opal glass.”

The caps’ aluminum overshells are metallized pink and finished with a holographic lacquer. On the top of the caps the brand's logo is embossed in the mold. Tatangelo says that achieving the exact shade of pink for a dually sourced component (Inca and Seidel) was particularly challenging.

For the secondary packaging (MPS), Valmont opted for an AlgroDesign FSC substrate (Sappi), decorated with hotstamping, holographic hot stamping and gray offset printing.

LumiPeel retails at €120 (150ml), LumiMask at €166 (50ml), and LumiSence costs €198 (30ml). LumiCream is priced at €198 for 50ml. The range is launching this April.

Component

Bottles/jarHeinz Glas

Component

CapsINCA/Seidel

Component

BoxMPS/Sappi

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