Variblend's New Minimix® Custom-Blending Technology Powers Colorgenics Lipstick Gloss

VariBlend's new 20mm MiniMix® custom-blending dispenser has been selected to power the retail launch of Colorgenics, from the UK's innovative Dreamweave. The first SKUs in the line include two versions of a seven-color Lipstick Gloss system. The high-performance VariBlend MiniMix® opens new product development opportunities in the fast-growing $9 billion global lipstick market. It allows consumers to create a series of custom shades from just one easily carried compact product, which aligns with the needs of on-the-go consumers. Industry research underscores a growing preference for personalized formulations that conveniently deliver a quality cosmetics experience at home, in the office, or while socializing. VariBlend is the leader in custom-blending technology and the go-to dual-dispensing destination for marketers and developers alike. Dreamweave is the innovation-driven UK Company.

The multi-SKU line-up, which will be heavily promoted via paid media, includes two Colorgenics mixes - pink/bronze and pink/red - and the soon to be introduced Dreamweave Lip Voltage - Lip Plumper. The latter product is an intriguing first: end-users can control how much "plump" they want, by literally dialing in the desired "voltage" of this dual-formula - peptide and collagen - product treatment. Additional cosmetic product concepts are in the pipeline. According to VariBlend's President and CEO Robert Brands, the slim profile and color blending capabilities of the MiniMix® 20mm dispenser make it an ideal option for breakthrough new lip glosses and other on-the-go personal care products, such as those for eye and face color cosmetics, based upon a fixed or variable delivery ratio of different formulas.

"The shades and formulas in the two chambers are intended to be complementary and easily blended," Brands said, adding that concealer and eye shadow formulas are planned for future development. According to 2016 market research by Technavio, the global lipstick market is projected to reach nearly USD 9 billion by the end of 2019. The rising demand for lipstick - considered an affordable daily indulgence - among the huge Millennial generation is one of the primary drivers of the market, according to Technavio's latest market report. "The selection of our MiniMix® by an innovative company such as Dreamweave is a powerful validation of our dual-dispenser, custom-blending technology," said VariBlend's Brands. "We deliver the type of dispensing solutions that build brands and delight consumers."

The VariBlend system 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.

Source: Variblend