News & Events

08/14/14 08.14.14:

FUSION TAPS INTO MEN’S GROOMING TREND WITH NEW PACKAGES FOR ANTHONY BRANDS

DALLAS, TEXAS - August 2014 - Fusion Packaging and Anthony Brands, a pioneering company in the male grooming category, partnered to package the recently launched High Performance product trio. Designed using Fusion’s stock Tru collection, the line features a 50 ml Vitamin A Facial Treatment, 30 ml Vitamin C Facial Serum, and 15 ml Continuous Moisture Eye Cream. 

As part of Anthony Brands’ recent revamp, it was essential that the packages conveyed the premium skincare brand’s message of being “developed for men and borrowed by women,” and the versatile Tru collection paired well with this gender-neutral aesthetic. “We want these results-oriented products to be conveyed as aspirational, luxurious, and easily understood to be used by women as well,” the brand commented. “The Tru collection is chic, modern and premium-looking, and also fits nicely in the hands.”  

The airless, polypropylene-based Tru collection features a sleek and slender profile that ranges in capacity from 15 ml to 50 ml. To give the product trio an upscale and sophisticated edge, Fusion injected the packages with a lustrous smoky black, paired with matte silver silkscreen decoration and a matching hot stamp band around the base of the overcap.  

In addition to the High Performance line, the brand selected Fusion’s 100 ml Lift Jumbo airless bottles to package their new Wake Up Call product, and to repackage their Ingrown Hair Treatment. “We developed a new formula and wanted to signify a better product with an updated design,” said Anthony Brands. To remain cohesive with High Perforamce, these packages similarly feature a jet black color-injected bottle, pump and overcap with a shiny finish.  

Launched in Spring 2014, the products are available online at Anthony.com, Sephora, Ulta and Lord & Taylor. For more information on Fusion Packaging and the Tru and Lift stock collections, visit fusionpkg.com.  

ABOUT FUSION PACKAGING 

Fusion Packaging is a global leader in the design, engineering, manufacturing, and distribution of luxury packaging for the beauty industry. For ten years, our commitment to quality has redefined the standard for perfection in the skincare and cosmetic packaging industry. Specializing in airless packaging, Fusion sets industry standards for quality with quicker pumps to prime, higher product evacuation rates, and consistent precision dosing. The world’s leading cosmetics companies have trusted Fusion Packaging’s beautiful, innovative and functional packaging to protect and dispense their most valuable formulations, including Mary Kay, Elizabeth Arden, Avon, Urban Decay, and Arbonne.

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