EAA Holds Aerosols 101 & 201
during Spring Meeting
Veronica MacDonald Ditko, Assistant Editor
The Eastern Aerosol Association (EAA) held its spring meeting
and Basic 101 classes in April at the Sheraton in Mahwah, NJ.
New this year was the addition of Advanced 201 classes held by
industry experts.
EAA President Dennis Smith offered
an update of the organization’s activities.
In the past year, the EAA has added new
board members and co-sponsored the first
ever Aerosol Summit all while connecting
with multitudes of people on social media.
LinkedIn is the latest platform EAA has
ventured into. The organization continues
to sponsor costumed aerosol can races at
the Somerset Patriots minor league baseball
game in Bridgewater, NJ and receives many hits on YouTube for
videos of these mascots.
EAA also continues to support other organizations such as the
Alliance for Consumer Education (ACE) and the Consumer Aerosol
Products Council (CAPCO).
As part of EAA’s spring meeting, Becky
Eltzholtz of Exal gave a talk regarding “Market
Trends.” Eltzholtz noted the variety of products
on the shelf has exploded in recent years.
A case study by LEK found in 2007 Suave
had three consumer SKUs in sun care and
hair care. By 2017, the number of Suave SKUs
had grown to 24. This is true of many brands.
“There is more variety now to choose from
on the shelf,” Eltzholtz said.
Exal has identified three major ways consumers
choose the products they buy. The first
is premium packaging, or an enhanced look of
products. Premium packaging in the personal care category grew 8%
in 2016, according to Nielsen Market Research. If the packaging is
enticing enough, it may even cause a loyal brand user to switch.
“If it catches your eye on the shelf, there is a good chance you will
convert and use that,” Eltzholtz said.
The second is whether the product is sustainable and/or environmentally
safe. This is especially important to Millennials, who are
willing to pay more for a package or product that is friendlier to the
earth, and are committed to doing so. Eltzholtz noted that product
manufacturers need to better educate consumers about the infinite
recyclability of aluminum.
The third consideration is if the product is convenient or portable
for a busy lifestyle. She noted many products that were previously in
glass or tubes are now in cans, such as cooking oil and sunscreen. In
fact, the volume of the U.S. sun care market grew 62% between 2005
and 2015, according to Euromonitor. This segment is featuring more
expensive and convenient packages.
“Packaging hits all the marketing channels,” concluded Eltzholtz,
such as reach and cost. “You have the opportunity to touch all aspects
of the market through package design.”
Doug Raymond of 3R LLC gave an update on many regulatory
happenings in the U.S. and Canada. The California Air Resources
Board (CARB) just finalized a three-year survey and will be starting
a “proposed rulemaking” regarding volatile
organic compounds (VOCs), which the industry
will need to review. It will require a reduction
of 2–4 tons per day by 2023 and a reduction of
4–8 more tons per day by 2031. Raymond said
certain categories may be targeted, such as hair
sprays, disinfectants, aerosol sunscreens, body
sprays and dry shampoo, some of which do not
have current limits.
“When you have an open rule, it can change
the definitions, test methods—all the provisions,”
said Raymond. “If your category is going
to be targeted, it’s good to go in early and often with CARB. You
should have a private meeting with them. Once they put it in writing,
it’s pretty much over.”
In Canada, Environment & Climate Change Canada (ECCC)
recently targeted VOC reductions, which will include acoustical sealants
and multi-purpose lubricants. Pesticides and windshield washer
fluids will be excluded.
Colorado recently proposed the adoption of Ozone Transport
Commission Rule 4. Raymond noted industry is not happy with the
combining of architectural and industrial maintenance (AIM) coatings
and consumer products in this regulation.
Other areas that are looking to adopt more stringent VOC rules
are the Lake Michigan Air Directors Consortium (LADCO) and New
York State. Vermont is also eyeing the U.S. Environmental Protection
Agency’s (EPA) Significant New Alternatives Policy (SNAP) rules.
California and New York are also requiring ingredient disclosures for
cleaning products.
“We need consistency with all regulated areas,” noted Raymond.
“We have to go over everything in detail.”
Scott Carpenter of Formulated Solutions highlighted several innovations
in the over-the-counter (OTC) market that could cross over
into other categories. OTC products also encourage self-care, which is
venerated by Millennial consumers. Coppertone
created a whipped sunscreen using a BOV
system that rubs onto skin easily and absorbs
without a greasy feel. This technology could be
applied to sunburn, psoriasis and hemorrhoid
treatments, Carpenter said.
Kate Sommerville launched Tight N’ Cryogenic,
a loose foam dispensed from a BOV
system that is below the freezing point. Other
applications could be cooling foams for burned
skin, said Carpenter.
Innovations in saline sprays, such as Aptar’s
Pure Hale gentle and continuous spray, could be used for a variety
of respiratory ailments, suggested Carpenter. Categories that are relatively
untouched by aerosols include eye care, hemorrhoid treatments,
enhanced dermatological products and cough and cold items.
“Pressurized packaging keeps evolving in unexpected ways,” said
Carpenter. “It opens up opportunities in the market.”
EAA’s next event, its annual Golf Outing, will be held August 7
at the Crystal Springs Resort in Hamburg, NJ. For more info, visit
easternaerosol.com/eaa-annual-golf-outing. Spray
28 Spray June 2019
Smith
Eltzholtz
Raymond
Carpenter