Press Releases, Beauty

Aptar Beauty + Home Launches E-Latch

Purity by Aptar now features new technology designed for e-commerce

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1 Jul 2019

“Most US consumers don’t view a retailer’s online store as a separate entity from the brick-and-mortar store and retailers need to recognize this and offer as holistic an experience as possible*” said Alexis DeSalva, Mintel Retail & Apparel Analyst. Aptar’s Purity E-Latch is the first omni-channel tube top solution. E-Latch keeps product secure through the e-commerce delivery supply chain, without sacrificing consumer convenience and maintaining a consistent brand experience.

E-Latch’s intuitive design has a fully integrated finger recess latch that prevents accidental opening in transit. Aptar’s new latching technology eliminates unsightly, frustrating add-ons such as liners and tear bands, creating an omnichannel solution while reducing supply-chain complexity. E-Latch ensures a trusted leak-free unboxing experience alongside a memorable first moment of truth, regardless of the channel.

In 2018, sales of beauty and personal care products sold online registered growth in excess of 20% year-on-year*. Online sales of beauty specialists, such as Ulta, Sephora and Space NK, and brand websites are buoyant, highlighting the importance of omni-channel retailing*.

“As lifestyles continue to accelerate, consumers’ purchasing criteria is changing, as they look for products that fit their on-the-go lifestyle. Consumers want easy, leak-free delivery and care-free travel with the product whether it is in a gym bag or suitcase,” comments Lisa Petersmark, Vice President Regional Market Development, Personal Care Aptar Beauty + Home.

E-Latch is available on Aptar’s 2” Purity Snap On with three orifice sizes .125, .187 & .250 and a gloss finish.

* “rEpackage: the role of packaging in e-commerce” Mintel 2018
** “Where consumers shop for beauty and personal care”; Jan.2019, Euromonitor

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Bridget Winkler

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