The penetration of technological advancements into the cosmetic industry spells wonders for beauty brands, aiming to establish themselves in a sea of competition. One of such developments, which offers decorative and defence solution to cosmetic products is ‘Metallization’. The process is simple, involving metal coating on tubes and containers of beauty products like eyeliners, lipsticks and perfumes, leaving behind a whole host of benefits for brands and customers to enjoy. Let’s check the same under the write-up, after understanding the concept and knowing about its history in brief.
The Concept & History Of Metallization Technology
Like every other industry, the cosmetic industry has witnessed major advancements, one of which was metallization surface handling technology. What appears a typical jargon, is in reality, a very lucid concept. It’s nothing but painting the surface of either a metallic or a non-metallic object with a metal coating to prepare it to last for years to come. But, that’s just one of the primary reasons, other equally important ones being offering a facelift to the product and working on its functionality.
However, what seems common today in the cosmetic, automotive and electrical industries, actually dates back to 1835, when a German scientist named Justus von Liebig transformed a typical glass surface to mirror by coating it with metallic silver. Similar experiments were conducted afterwards on ABS plastic when it first came into sight. Though the latter was not as easy as it sounds, scientists discovered a way out by working on its conductive nature, using a molten mixture of chromic acid and sulfuric acid. However, as years went by, the process diversified and it gradually started to penetrate various industries. Let’s check the role played by it in the cosmetic industry.
The Metallizing Process For Cosmetic Packaging
In the world of cosmetics, contents of a beauty product are undoubtedly important but what supersedes it, in terms of significance, is the outer shell. Why? Of course, it’s because packaging plays a vital role in enhancing the attractiveness of a cosmetic product, in turn, influencing the purchase decision of customers. Metallization process, here, is an answer!
The process initiates with the application of a thin metal layer onto the plastic body of the beauty product (cosmetic lids, mascara sticks, lip gloss containers, lipstick sleeves etc), followed by PVD coating and further by a clear transparent layer. However, that’s not all. Pre-treatment and drying off are equally crucial for successful completion of the process. Brands, choosing to stay on the safer side, often shortlist from circulating air drying, induction and infrared. But, the smart ones, often resort to UV drying, as it involves utilisation of minimal resources. In response to such treatments, metallization technology opens up a sea of opportunities for even the less known brands specialising in cosmetic products. The upcoming section shall discuss them point-wise.
Advantages & Disadvantages Of Metallizing Coating
Metallizing the outer shell of beauty product brings along a host of benefits, for both manufacturers and users. Listed below are the same:
Protects from corrosion: Beauty products encased in tin cans and metal containers never loses its shine due to the development of white or red rust. This spells an untarnished reputation for all those cosmetic brands, which chooses to treat the outer shell of their line of products by metallization. Preserves appearance: Metallized beauty products are perfect for working women, who are always on the run. This is because the coating acts as a protective shield against external elements such as the rain, intense heat, snowfall and others, thereby lengthening its lifetime. Consequently, the outer shell stays brand new and shiny all through the product lifespan. 
Contributes to product durability: Metallized personal care items rarely show up cracks, peels or blisters caused by external elements and constant usage. This, in turn, adds up to a brand’s reputation in the market. Adds to a product’s aesthetic appeal: Metallization allows manufacturers of cosmetic products to generate a mirror effect on the outer shell, thereby enhancing the appeal of it altogether. Since packaging is what target audience’s value the most, apart from the content of the product, investing in the same, helps them to earn a name in the market. 
Despite the benefits enjoyed by cosmetic brands from a metallized coating, a major drawback befalls all those manufacturers who choose to embrace this technique to enhance the appeal of the products altogether. The process demands major investments, all of which raises the cost of production, which ultimately the consumers bear by paying a higher price for the cosmetic product.
What was once an experiment by eminent scientists, today has crept its way into the cosmetic world. Intensive utilisation guarantees significant additions to aesthetic appeal and functionality of skincare or beauty care products. As customers are influenced more by the outer shell of make-ups instead of its contents, brands here stand a chance to make it through the competition and establish themselves in the market.
