US20160068307A1

US20160068307A1 - Container For Consumer Product And Applicator

Info

Publication number: US20160068307A1
Application number: US14/841,738
Authority: US
Inventors: David Edward Wilson
Original assignee: Procter and Gamble Co
Current assignee: Noxell Corp; Galleria Co
Priority date: 2014-09-09
Filing date: 2015-09-01
Publication date: 2016-03-10
Also published as: WO2016040088A1

Abstract

A container for a consumer product and an applicator is disclosed where the container is at least partially constructed of a translucent material and both the consumer product and the applicator are at least partially visible through the translucent material. Also, when the container is displayed at a point of purchase, the applicator is located above the centroid of the consumer product and the applicator covers a portion of the consumer product. The overlap of the applicator and the consumer product is visible through the translucent material.

Description

TECHNICAL FIELD

The present specification generally relates to containers for consumer products and, in particular, to containers designed to display consumer products and associated applicators.

BACKGROUND

Containers for consumer products that serve to hold and display products for sale to end-users are commonly used for a variety of products. For display of consumer products that are intended for use with an accompanying applicator, for example, cosmetics, body washes, automotive products, and the like, it is known to store, transport and display the product and applicator in molded packages. The molded packages are delivered to a store for purchase by a consumer. However, such molded packages often do not communicate the importance of the applicator since they hide or minimize the appearance of the applicator.

SUMMARY

The present invention contains and displays a consumer product and accompanying applicator in a way that communicates the presence and importance of the applicator. In one embodiment, a container for a consumer product and an applicator is disclosed where the container is at least partially constructed of a translucent material and both the consumer product and the applicator are at least partially visible through the translucent material. Also, when the container is displayed at a point of purchase, the applicator is located above the centroid of the consumer product and the applicator covers a portion of the consumer product. The overlap of the applicator and the consumer product is visible through the translucent material.
In another embodiment, the consumer product comprises a topical cosmetic for skin and the applicator is designed to apply the topical cosmetic to skin.
In yet another embodiment, the container comprises multiple pieces of material that can be snapped, welded, or glued together to form a single unit. Alternatively, the container is a single clamshell with a living hinge as opposed to a multiple piece package.
These and additional features provided by the embodiments described herein will be more fully understood in view of the following detailed description, in conjunction with the drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

The embodiments set forth in the drawings are illustrative and exemplary in nature and not intended to limit the subject matter defined by the claims. The following detailed description of the illustrative embodiments can be understood when read in conjunction with the following drawings, where like structure is indicated with like reference numerals and in which:

FIG. 1 schematically depicts a perspective view of a container according to one or more embodiments shown or described herein;

FIG. 2 schematically depicts a perspective view of a container according to one or more embodiments shown or described herein

FIG. 3 schematically depicts a perspective view of a container according to one or more embodiments shown or described herein;

FIG. 4 schematically depicts a front view of a container according to one or more embodiments shown or described herein;

FIG. 5 schematically depicts a side view of a container according to one or more embodiments shown or described herein;

FIG. 6 schematically depicts a back view of a container according to one or more embodiments shown or described herein;

FIG. 7 schematically depicts a side view of a container according to one or more embodiments shown or described herein;

FIG. 8 schematically depicts a top view of a container according to one or more embodiments shown or described herein;

FIG. 9 schematically depicts a bottom view of a container according to one or more embodiments shown or described herein;

FIG. 10 schematically depicts a front view of an applicator according to one or more embodiments shown or described herein;

FIG. 11 schematically depicts a front view of a container according to one or more embodiments shown or described herein;

FIG. 12 schematically depicts a perspective view of a container according to one or more embodiments shown or described herein;

FIG. 13 schematically depicts a perspective view of a front half of a container according to one or more embodiments shown or described herein;

FIG. 14 schematically depicts a perspective view of a back half of a container according to one or more embodiments shown or described herein;

DETAILED DESCRIPTION

The present invention is a container that increases the visibility and impression of importance of an applicator for use in combination with a consumer product. Some consumer products are optimally applied using an applicator specifically designed for that product. Such applicators are commonly packaged with the consumer product. The manufacturer may indicate that the applicator should be used in conjunction with the product through printed instructions or instructions included on the container or product. However, many consumers do not use the applicator. One issue is that the packaging of the applicator frequently hides it or reduces its importance to the consumer. In addition, loose or pressed powder compositions and mascara products are commonly paired with an applicator for effective use, and in these specific product contexts, consumers have become accustomed and familiar with seeing such applicators displayed prominently. However, the association of an applicator in other consumer product contexts, such as liquid make-ups, is not viewed by consumers as expected or intuitive to be included with product as integral to performance.
The present invention has particular importance with regard to cosmetics. It can be particularly difficult to differentiate the applicator as integral to the product performance, as most liquid make-up users do not use and/or expect one with their liquid make-up. The present invention discovered that consumers will best understand the importance of the applicator at the point of sale when it is placed above the product, raising its apparent level of importance to the consumer observation.
The container of the present invention focuses consumer attention on the applicator through a variety of features and embodiments. The container can be designed to hold an applicator in place above a product with the applicator being able to move a pre determined amount to reinforce the presence and importance of the applicator. The container also holds the applicator so it partially overlaps the product, reinforcing the fact that the applicator should be used in conjunction with the product. This overlap can be seen at the point of sale through the translucent material of the container.
As used herein, the term “centroid” refers to the arithmetic mean (“average”) position of all the points in a plane figure or two-dimensional shape.
As used herein, the term “cream” broadly refers to a thick liquid or semisolid cosmetic or medical preparation applied to the skin, and may include materials described as emulsions, lotions, gels, pastes, jellies, or salves.
As used herein, the term “ledge” refers to a protuberance or raised area.
As used herein, the term “living hinge” refers to a thin flexible hinge (flexure bearing) made from the same material as the two rigid pieces it connects.
Referring to the drawings in detail where like numerals indicate the same element throughout the views, FIGS. 1 and 2, depict a perspective view of the container (10) for a consumer product (12) and an applicator (14). The container (10) is at least partially constructed of a translucent material (16) and both the consumer product (12) and the applicator (14) are at least partially visible through the translucent material (16). When the container (10) is displayed at a point of purchase, the applicator (14) is located above the centroid (18) of the consumer product (12). The applicator (14) covers a portion of the consumer product (12). The coverage (19) (i.e. the area where the applicator (14) overlaps the consumer product (12)) is visible through the translucent material (16). The container may take a variety of forms including thermoformed plastic film, injection molded, thermoformed, cast, assembled in flexible or air filled clear films, welded films, welded molded parts, compression molded materials, materials grown around the contents including stereo lithographic and printed materials. The containers will be described in more detail herein with specific reference to the appended drawings. In one embodiment, the container (10) is completely constructed of a translucent material (16).
In one embodiment, the consumer product (12) comprises a topical cosmetic for skin and the applicator (14) is designed to apply the topical cosmetic to skin. In one embodiment, the topical cosmetic for skin is a liquid personal care composition. Alternatively, the topical cosmetic for skin may be a cream. In another embodiment, the topical cosmetic for skin has a viscosity in the range of about 1,000 cps (centipoise) to about 1,000,000 cps. Preferably, the topical cosmetic for skin has a viscosity in the range of about 10,000 cps to about 100,000 cps. A preferred example of the topical cosmetic is a make-up foundation and/or concealer. Preferred types of creams include BB (beauty balm) type creams and CC (color correction) type creams.
In one embodiment, the container (10) comprises multiple pieces of material that can be snapped, welded, or glued together to form a single unit. Alternatively, the container (10) is a single clamshell with a living hinge.
Referring now to FIGS. 3 and 4, the container (10) may comprise a first area (30) for the consumer product and a second area (34) for the applicator. Further, the second area (34) includes a ledge (36) to prevent the applicator (14) from substantially dislodging when the container (10) is manipulated about its horizontal axis (X axis), vertical axis (Y axis) or depth axis (Z axis). FIG. 12 shows the X, Y and Z axis of a container (10).
In another embodiment, the second area (34) is between 5 and 100 percent larger than the applicator (14). Preferably, the second area (34) is between 10 and 50 percent larger than the applicator (14). In another embodiment, the second area (34) is more than about 5 percent larger than the applicator (14). Preferably, it is more than about 10 percent larger than the applicator (14). In another embodiment, the second area (34) is less than about 80 percent larger than the applicator (14). Preferably, it is less than about 50 percent larger than the applicator (14). In one embodiment, the applicator (14) is held in place by the shape of the second area (34) in such a way that the applicator (14) is allowed to move a limited amount within the second area (34) when said container (10) is tilted relative to any of its X, Y or Z axis. The applicator (14) may move within the second area (34) in the X, Y, and Z axis. While it might be considered common practice to severely restrict or prevent movement of an applicator in the container to avoid dislodgement in shipping and maximize uniformity of look in display, the inventors have surprisingly discovered this allowance of limited movement is preferable for significantly enhancing recognition of the applicator and engagement with consumers at point of display. In one embodiment, the applicator's (14) movement is more limited in the X axis than it is in the Y and Z axis. In another embodiment, the applicator's (14) movement is more limited in both the X and Y axis than it is in the Z axis.
In one embodiment, the applicator (14) is visible in a 360 degree range of rotation about its Y axis. In another embodiment, the applicator (14) is visible in a 315 degree range of rotation about either its X axis or its Z axis. In yet another embodiment, the applicator (14) is visible in a 315 degree range of rotation about both its X and Z axis.
In one embodiment, the applicator (14) is translucent. Alternatively, the applicator may be nontranslucent or semi-translucent. In another embodiment, the consumer product (12) does not include a pump. This can be important, since consumer products with pumps are commonly used by dispensing into the user's hand. To increase the likelihood of using an applicator, a pump is preferably not included in the consumer product.
Referring now to FIGS. 5 to 9, various views of a container (10) are shown. FIG. 5 depicts a side view of a container (10). FIG. 6 depicts a back view of a container (10). FIG. 7 depicts a side view of a container (10). FIG. 8 depicts a top view of a container (10). FIG. 9 depicts a bottom view of a container (10).
Referring now to FIGS. 10 and 11, the applicator (14) has an outer perimeter (40) and, in one embodiment, the ledge (36) of the second area (34) supports at least a portion of the perimeter (40) of the applicator (14). In one embodiment, the ledge (36) does not provide support to the entire perimeter (40) of the applicator (14).
Referring now to FIGS. 13 and 14, the container (10) may be formed from a front half (50) and a back half (60). In one embodiment, the halves are thermoformed. In another embodiment, the back half (60) is flat, which prevents the front half (50) from fitting into it when two complete packs are tilted away from each other about their Y axis. In one embodiment, the shapes of the front half (50) and back half (60) are complimentary, such that they maintain their orientation relative to each other when multiple containers are compressed together from the front and back (i.e., multiple containers are stackable). The complimentary shapes of the front and back of the container may also be used in a single piece “clamshell” container.
The container (10) may be made from a variety of materials. Preferred materials include PET, PETE, PETG, PVC, acetyl, propionates, SAN, styrenes including GPS, polyolefin (PE, PP) starch based polymers, glass, poly carbonate, acrylic, composite materials containing clear materials married with opaque materials including cellulose constructions. Additionally, materials of the container (10) may be made from sustainable, bio-sourced, recycled, recyclable, and/or biodegradable materials. As used herein, “sustainable” refers to a material having an improvement of greater than 10% in some aspect of its Life Cycle Assessment or Life Cycle Inventory, when compared to the relevant virgin, petroleum-based material that would otherwise have been used for manufacture. As used herein, “Life Cycle Assessment” (LCA) or “Life Cycle Inventory” (LCI) refers to the investigation and evaluation of the environmental impacts of a given product or service caused or necessitated by its existence. The LCA or LCI can involve a “cradle-to-grave” analysis, which refers to the full Life Cycle Assessment or Life Cycle Inventory from manufacture (“cradle”) to use phase and disposal phase (“grave”). For example, high density polyethylene (HDPE) containers can be recycled into HDPE resin pellets, and then used to form containers, films, or injection molded articles, for example, saving a significant amount of fossil-fuel energy. At the end of its life, the polyethylene can be disposed of by incineration, for example. All inputs and outputs are considered for all the phases of the life cycle. As used herein, “End of Life” (EoL) scenario refers to the disposal phase of the LCA or LCI. For example, polyethylene can be recycled, incinerated for energy (e.g., 1 kilogram of polyethylene produces as much energy as 1 kilogram of diesel oil), chemically transformed to other products, and recovered mechanically. Alternatively, LCA or LCI can involve a “cradle-to-gate” analysis, which refers to an assessment of a partial product life cycle from manufacture (“cradle”) to the factory gate (i.e., before it is transported to the customer) as a pellet. Alternatively, this second type of analysis is also termed “cradle-to-cradle”. The film-based containers of the present disclosure may also be desirable because any virgin polymer used in the manufacture of the container may be derived from a renewable resource, or may be made from petro-based polymers, recycled polymers (post consumer or industrially recycled, where both petro- and renewable polymers are included), or a combination thereof.
As used herein, the prefix “bio-” is used to designate a material that has been derived from a renewable resource. As used herein, a “renewable resource” is one that is produced by a natural process at a rate comparable to its rate of consumption (e.g., within a 100 year time frame). The resource can be replenished naturally, or via agricultural techniques. Nonlimiting examples of renewable resources include plants (e.g., sugar cane, beets, corn, potatoes, citrus fruit, woody plants, lignocellulosics, hemicellulosics, cellulosic waste), animals, fish, bacteria, fungi, and forestry products. These resources can be naturally occurring, hybrids, or genetically engineered organisms. Natural resources such as crude oil, coal, natural gas, and peat, which take longer than 100 years to form, are not considered renewable resources. Because at least part of the flexible barrier of containers of the present disclosure is derived from a renewable resource, which can sequester carbon dioxide, use of the flexible barrier may reduce global warming potential and fossil fuel consumption. For example, some LCA or LCI studies on HDPE resin have shown that about one ton of polyethylene made from virgin, petroleum-based sources results in the emission of up to about 2.5 tons of carbon dioxide to the environment. Because sugar cane, for example, takes up carbon dioxide during growth, one ton of polyethylene made from sugar cane removes up to about 2.5 tons of carbon dioxide from the environment. Thus, use of about one ton of polyethylene from a renewable resource, such as sugar cane, results in a decrease of up to about 5 tons of environmental carbon dioxide versus using one ton of polyethylene derived from petroleum-based resources.
Nonlimiting examples of renewable polymers include polymers directly produced from organisms, such as polyhydroxyalkanoates (e.g., poly(beta-hydroxyalkanoate), poly(3-hydroxybutyrate-co-3-hydroxyvalerate, NODAX™), and bacterial cellulose; polymers extracted from plants and biomass, such as polysaccharides and derivatives thereof (e.g., gums, cellulose, cellulose esters, chitin, chitosan, starch, chemically modified starch), proteins (e.g., zein, whey, gluten, collagen), lipids, lignins, and natural rubber; and current polymers derived from naturally sourced monomers and derivatives, such as bio-polyethylene, bio-polypropylene, polytrimethylene terephthalate, polylactic acid, NYLON 11, alkyd resins, succinic acid-based polyesters, and bio-polyethylene terephthalate.
A suitable method to assess materials derived from renewable resources is through ASTM D6866, which allows the determination of the biobased content of materials using radiocarbon analysis by accelerator mass spectrometry, liquid scintillation counting, and isotope mass spectrometry. Other techniques for assessing the biobased content of materials are described in U.S. Pat. Nos. 3,885,155, 4,427,884, 4,973,841, 5,438,194, and 5,661,299, WO 2009/155086, each incorporated herein by reference.
The container (10) may be provided in a variety of colors and designs, as to appeal to a consumer interested in purchasing the consumer product (12) and applicator (14). Additionally, materials forming the container (10) may be pigmented, colored, transparent, semitransparent, or opaque. The container (10) may include indicia such that a consumer interested in purchasing the product can readily identify the product held in the container (10), along with the brand name of the producer of the product held in the container (10). The indicia may contain decorative elements. The indicia may also provide comment or instruction on use of the consumer product (12) and/or container (10).
Containers as described herein may be used across a variety of industries to transport, merchandise, deliver, and dispense a variety of products. One industry that containers described hereinabove may be used is the consumer care industry. The consumer care industry produces and supplies a variety of products to the industry and/or marketplace, including “consumer care products.” Such consumer care products offered by the consumer care industry include, for example and without limitation, soft surface cleaners, hard surface cleaners, and other like consumer products. Consumer care products may be supplied in a variety of forms, for example and without limitation, liquids, gels, suspensions, powders, and the like. Consumer care products may also be for household or home care use as well as for professional, commercial and/or industrial use. The consumer product industry may also produce “personal care products” including, for example and without limitation, lipsticks, mascaras, rouge, foundations, blush, eyeliners, lip liners, lip gloss, nail polish, nail conditioner other cosmetics, facial powders, body powders, hair treatment products including mousse, hair spray, styling gels, shampoo, hair conditioner (leave-in or rinse-out), cream rinse, hair dye, hair coloring product, hair shine product, hair serum, hair anti-frizz product, hair split-end repair products, permanent waving solution, antidandruff formulation; bath gels, shower gels, body washes, facial cleaners, skin care products including sunscreen and sun block lotions, lip balm, skin conditioner, cold creams, moisturizers, body sprays, soaps, body scrubs, exfoliants, astringent, scrubbing lotions, depilatories, antiperspirant compositions, deodorants, shaving products, pre-shaving products, after shaving products, toothpaste, mouthwash, or oral care strips. Another industry in which containers as described herein may be used to contain products is the medicinal industry having product forms including, for example and without limitation, medications, medicaments and treatments which include, ointments, powders, creams, lotions, and the like.
The above-listed industries, among others, may employ a variety of container forms that could may be constructed according to the present disclosure, including, for example and without limitation, clamshell packaging, blister packaging, tubes, tottles, cartons, trays, and the like.
Every document cited herein, including any cross referenced or related patent or patent publication, is hereby incorporated herein by reference in its entirety unless expressly excluded or otherwise limited. The citation of any document is not an admission that it is prior art with respect to any document disclosed or claimed herein or that it alone, or in any combination with any other reference or references, teaches, suggests or discloses any such embodiment. Further, to the extent that any meaning or definition of a term in this document conflicts with any meaning or definition of the same term in a document incorporated by reference, the meaning or definition assigned to that term in this document shall govern.
It is noted that the terms “substantially” and “about” may be utilized herein to represent the inherent degree of uncertainty that may be attributed to any quantitative comparison, value, measurement, or other representation. These terms are also utilized herein to represent the degree by which a quantitative representation may vary from a stated reference without resulting in a change in the basic function of the subject matter at issue. The dimensions and values disclosed herein are not to be understood as being strictly limited to the exact numerical values recited. Instead, unless otherwise specified, each such dimension is intended to mean both the recited value and a functionally equivalent range surrounding that value. For example, a dimension disclosed as “40 mm” is intended to mean “about 40 mm”.
While particular embodiments have been illustrated and described herein, it should be understood that various other changes and modifications may be made without departing from the spirit and scope of the claimed subject matter. Moreover, although various aspects of the claimed subject matter have been described herein, such aspects need not be utilized in combination. It is therefore intended that the appended claims cover all such changes and modifications that are within the scope of the claimed subject matter.

Claims

What is claimed is:

1. A container (10) for a consumer product (12) and an applicator (14) wherein the container (10) is at least partially constructed of a translucent material (16) and both the consumer product (12) and the applicator (14) are at least partially visible through the translucent material (16) and further, when the container (10) is displayed at a point of purchase, the applicator (14) is located above the centroid (18) of the consumer product (12) and the applicator (14) covers a portion of the consumer product (12), said coverage (19) being visible through the translucent material (16).

2. The container of claim 1 wherein the consumer product (12) comprises a topical cosmetic for skin and the applicator (14) is designed to apply the topical cosmetic to skin.

3. The container of claim 1 wherein the container (10) comprises multiple pieces of material that can be snapped, welded, or glued together to form a single unit.

4. The container of claim 1 wherein the container (10) is a single clamshell with a living hinge.

5. The container of claim 3 wherein the container (10) comprises a first area (30) for the consumer product (12) and a second area (34) for the applicator (14), wherein the second area (34) includes a ledge (36) to prevent the applicator (14) from substantially dislodging when the container (10) is manipulated about its horizontal axis (X axis), vertical axis (Y axis) or depth axis (Z axis).

6. The container of claim 5 wherein the applicator (14) has an outer perimeter (40) and the ledge (36) of the second area (34) supports at least a portion of the perimeter (40) of the applicator (14).

7. The container of claim 6 wherein the ledge (36) does not provide support to the entire perimeter (40) of the applicator (14).

8. The container of claim 5 wherein the second area (34) is between 5 and 100 percent larger than the applicator (14) and the applicator (14) is held in place by the shape of the second area (34) in such a way that the applicator (14) is allowed to move a limited amount within the second area (34) when said container (10) is tilted relative to any of its X, Y or Z axis.

9. The container of claim 8 wherein the applicator (14) may move within the second area (34) in the X, Y, and Z axis.

10. The container of claim 9 wherein the applicator's (14) movement is more limited in the X axis than it is in the Y and Z axis.

11. The container of claim 10 wherein the applicator's (14) movement is more limited in both the X and Y axis than it is in the Z axis.

12. The container of claim 3 wherein the applicator (14) is visible in a 360 degree range of rotation about its Y axis.

13. The container of claim 3 wherein the applicator (14) is visible in a 315 degree range of rotation about either its X axis or its Z axis.

14. The container of claim 3 wherein the applicator (14) is visible in a 315 degree range of rotation about both its X and Z axis.

15. The container of claim 3 wherein the container (10) is formed from a front half (50) and a back half (60), said halves being thermoformed and further, wherein the back half (60) is flat, which prevents the front half (50) from fitting into it when two complete packs are tilted away from each other about their Y axis.

16. The container of claim 15 wherein the shapes of the front half (50) and back half (60) are complimentary, such that they maintain their orientation relative to each other when multiple containers are compressed together from the front and back.

17. The container of claim 2 wherein the topical cosmetic for skin has a viscosity in the range of about 1,000 cps to about 1,000,000 cps.

18. The container of claim 2 wherein the topical cosmetic for skin is selected from the group consisting of a liquid personal care compositions and creams.

19. The container of claim 1 wherein the applicator (14) is translucent.

20. The container of claim 1 wherein the consumer product (12) does not include a pump.