Variblend Dual Dispensing Technology For Redken
The launch underscores the growing appeal of Variblend’s patented custom-blending technology in the billion-unit global market for hair care products.
The launch underscores the growing appeal of Variblend’s patented custom-blending technology in the billion-unit global market for hair care products. The six-position, custom-blending design of the dispenser helps consumers design a personalized, six-week hair regimen, by simply turning the dispenser head one stop each week to gradually dial in more color. The dispenser’s design, therefore, holds tremendous appeal for brand owners in a variety of “regimen-based” product categories that deliver a different multi-element formula over time. In addition to hair care, such categories include skin care, sunless tanning, and more. The launch also marks the company’s first partnership with Redken, the innovative and trendsetting global fashion brand that is part of the L’Oreal Professional Products Division. According to Tim Yerby, Variblend Vice President - Operations, Redken selected the company’s 49mm MaxiMix dispenser, which is ideal for hair products that require a larger dosage per stroke.
The bottle, dispenser and cap package for Redken also features a custom label and color. “Our dual dispensing design appeals to a wide range of hair care brand owners,” Yerby said. “Consumers love our custom-blending feature because it is accurate, easy to use and reliable. Ours is the type of packaging that builds brands and delivers exceptional return on investment for our customers. In fact,” Yerby said, “reviews of the Redken product are already extremely positive, and specifically mention the packaging’s functionality and appealing ergonomics.” The Variblend system, which can also be fixed at specific settings, allows for precise delivery of two formulas of varying viscosities and flow rates. Simply rotating the dispenser head allows the consumer to select multiple formula strengths and, in the case of hair color products, vary the shade’s intensity.
As the dispenser head is rotated, it changes the position of the actuating disc, which interacts with the pump pistons. When actuated, this disc pushes each pump piston at different angles depending upon the selected mixing ratio. As a result, Variblend’s proprietary dual-dispensing system is an appealing alternative for products that require ingredient separation, offer shade/color regimens, or need precise mixing and blending at the moment of application. “Variblend’s selection by a renowned company such as L’Oreal’s Redken brand is further validation of our dual-dispenser, custom-blending technology,” said Robert Brands, President and CEO of Variblend. “The coveted hair color market is the industry’s holy grail, and it continues to grow at a rapid pace. As we strive for profitable, sustainable growth, the hair color and care market is one of the segments of particular importance to us.”
Source: Variblend
