Aptar Beauty introduces dispensing range targeting mass premiumization
Key takeaways
- Aptar Beauty has expanded its premium dispensing solutions with advanced decoration and finishing techniques.
- Surface, metal, and branding effects enable mass and masstige brands to achieve a prestige look with low additional costs.
- The company says premium packaging enhances shelf visibility, emotional engagement, and brand differentiation in a competitive market.
Aptar Beauty has launched a range of premium dispensing solutions addressing the growing need for brand differentiation and premium options in the personal care industry.
The range features aerosols and spray pumps, as well as decorative and finishing treatments, designed to offer premium and affordable solutions.
Packaging Insights speaks to Luigi Garofalo, global category director for Personal Care and Home Care, at Aptar Beauty, about the company’s design and branding offerings for its dispensing solutions. We discuss the rise of self-care culture in consumers’ habits, the “premiumization” trend as “core drivers” of the global personal care market.
“Expert packaging decoration can enhance everyday products and achieve a more premium look-and-feel with low to no investment. By borrowing aesthetic codes from the prestige segment, mass brands can elevate consumers’ perceived value and quality of their products,” says Garofalo.
Decorating techniques
Aptar Beauty touts having identified three decoration techniques that offer a premium look for personal care packaging.
Surface effects like colors and finishes, metal effects like hot-stamping, and branding techniques like silk-screening, printing, and laser engraving, are said to offer visual and tactile effects. Garofalo says the options provide “economical to more sophisticated techniques, adapted to different investment levels.”
Garofalo notes that Aptar Beauty aims to inspire brands to choose the level of premiumization that fits their brand identity, positioning, and budget.
Shelf visibility
Aptar Beauty explains that mass-market brands are competing for visibility and consumer attention.Aptar Beauty explains that mass-market brands are competing for visibility and consumer attention due to consumer expectations for holistic well-being and the “premiumization” trend, which has extended to packaging design.
“The global personal care market is very dynamic, especially in the crowded mass and masstige segments, as well as dermocosmetics. A premium-looking dispensing system is more eye-catching on the shelf, but its impact goes even beyond visibility: it also elevates the overall consumer experience through visual, tactile, and sensorial cues,” says Garofalo.
“By engaging more with the consumers’ senses, brands build a stronger emotional connection with them, which can ultimately contribute to loyalty and repurchase. Premiumization has become a strategic driver of brand differentiation and a lever for sales performance.”
Premium decoration for the mass market
Aptar Beauty’s decorative capabilities are available for all its personal care dispensing technologies. Meanwhile, a range of finishing treatments is available in-house for plastic and metal services.
Garofalo says: “Our surface effects range from in‑mold matte finishes, achieved directly during production and highly cost‑efficient, to more advanced techniques like water‑transfer.”
“For metal effects, we can deliver masterbatch resin solutions with a metal-like look or offer metallization or even aluminum outer shells for a true premium feel.”
He adds that a premium look-and-feel for personal care packaging can be “easily achieved for a big impact, with low to no investment.” Moreover, Aptar’s “local for local” manufacturing approach enables brands to benefit from a simplified supply chain.
At Packaging Innovations 2026 in Birmingham, UK, Packaging Insights spoke with Michael Hoer, regional platform manager at Aptar Beauty, about how this year’s tradeshow is focused on advancing sustainability in personal care packaging.
