CapScent, an innovative, super-light French capsule which is revolutionising the cosmetics sample space and charming consumers, is set to conquer Europe with launches in Germany, the UK and Switzerland. Tim Sykes spoke to entrepreneur Agnion Mpiere, founder of sampling specialist Saabelis and the man behind CapScent.
For professionals within the sector, single-use samples are the most effective and popular way to help customers to discover new products and to build customer loyalty. However, in a crowded marketplace it is difficult to stand out. Saabelis has responded to this challenge with the development of CapScent – a tiny flexible capsule that represents one of the most eye-catching examples of packaging design we have seen in a long time.
“CapScent consists of two main components,” Agnion Mpiere told Packaging Europe. “The first made from a close cell copolymer (as light as a dandelion petal) which we can shape in any way we want. The second is a hermetic and breakable capsule made of rigid substrate, which contains the cosmetic solution. After filling the capsule is inserted into the flexible form. To use it the customer simply has to squeeze with two fingers. This breaks the inner capsule, releasing the solution and allowing consumers to smell it and apply a few drops of product to their skin. Product release is controlled: the more you squeeze, the more you release.”
The result is a highly distinctive pack format among the existing miniatures and stick products, with visual, tactile, aural and of course olfactory appeal. CapScent is suitable for all cosmetic solutions, while it is copes with medium to high viscosity, so it can contain alcohol solutions such as perfumes. A key quality of the format is the fact that its unique, memorable design can be adapted to a brand’s design brief. The format can be customised to create either single dose or travel products. However, it would seem that sampling applications – point of sale testers, street marketing campaigns, etc. – will be the core market.
In addition to its aesthetic properties, CapScent delivers on functionality. According to Saabelis, no reformulation is required and the format is suitable for all types of perfumes, so the fragrance in CapScent smells just like the product’s standard formula. The sample is simpler to use than the standard formats and eliminates the risk of perfume being spilled.
The idea behind CapScent arose almost by chance. “Two years ago we were looking for a solution – more practical, efficient and fun – to offer people who are staying in the hotel during their leisure or travelling, a way to test some cosmetics products,” Mr Mpiere explained. “We looked around about existing market and we didn’t find what we were looking for. So we decided to make the solution ourselves. We spent several months developing this product, focusing on advanced technology from the medical equipment industry. The result is a patented solution which revolutionises how brands sell and introduce customers to new perfumes.”
At the beginning CapScent was intended only for Saabelis’s own use. However, when the business saw how the first potential users responded, it decided to offer the solution to cosmetic brands. “It was launched in France one year ago,” Mr Mpiere said. “The market responded enthusiastically and now we are working with brands such as Estee Lauder. Next the focus is on European expansion. At the moment we are introducing CapScent in Germany, the UK and Switzerland. After that we will connect with Italy.”
