Auracell puts the “wow” in teen/tween cosmetics
The Company: Townley Inc. – New York, NY
The Opportunity: Townley Inc. is always looking for ways to deliver the “wow” to their customers in the growing teens/tweens cosmetics market. Adding scents, for example, can be a real draw.
So the Townley team had an idea: Why not add fragrance to the cap of one of their best-selling scented lip balms, to give customers a “sneak sniff” of the product?
The Solution: To create the scented caps, Townley chose Auracell® a scented biopolymer from Rotuba that’s uniquely capable of capturing and retaining realistic scents.
“We were impressed by the authenticity of each scent. Bubble gum really smells like bubble gum,” said Melissa Bonilla, product development manager at Townley. “As excited as we were in the office, I can only imagine the reaction we will get from our customers.”
The Townley team also liked that Auracell® is free of phthalates and BPA, two of the many potentially harmful chemicals that are closely monitored in the industry.
The Results: The scented-cap lip balms, featuring licensed characters popular with Townley’s demographic, hit retail stores in time for the 2008 holiday season.
“The scented caps were something fun, new and exciting,” said Bonilla. “We’re looking forward to exploring other ways we can use Auracell® in the future.”
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