The “Jumbo Twist” craze
Consumers discovered the Jumbo Twist with the Chubby Sticks developed by Clinique and launched in 2012. These applicators aptly named “chubby” sticks distributed a formula through a rotating mechanism, like lipsticks tubes but with added precision. Called the Jumbo Twist by Alkos this pencil, at first on everyone’s lips, has now become a make-up must-have tool, proposed by many manufacturers in various segments. Alkos, who pioneered this packaging technique, but also Faber-Castell Cosmetics and Schwan-Cosmetics are responding to the craze for this new gesture with products that are gaining in technicality and plurality.
In 2012, the Alkos Group is the first to understand the potential offered by this new pencil format delivering a formula with a twist. Lipsticks, lip balms and gloss are developed first as part of the range Jumbo Twist Mania. Given the commercial success of this new make-up gesture, Alkos quickly explores other segments and duplicates the format to eyeshadows and different complexion correcting formulas. In parallel, the company invests in the industrial tool dedicated to the Jumbo Twist and installs another competitive filling line, also suited to the mini format. Intercosmétiques, the make-up factory of the Alkos group, based in Angers, France, saw its volumes on the lip segment grow by 400% since 2013!
Standard packs are sold as Full Service solutions in two formats, one with a cover aligned with the pencil and the other with a more slender shape. And at Alkos the Jumbo Twist Mania goes on! Building on the expertise of Alkos Cosmétiques on long-hold formulas, a new airtight pack version gave birth to a whole series of novelties showcased at Make in Paris. The Intense N Stay, Long Lasting waterproof Eyeshadow; the Lift & Stay, a long hold concealer; the Matte & Long Lasting veil, an imperceptible matte satin lipstick. In the Classic Pack, 2 new lip textures: Blush Lips Eyes, a 3-in-1 applicator for the cheeks, lips and eyes; the Studio Lipstick, a very matt moisturising powder lipstick, and a complexion formula, Photostick Eraser, a blur corrector, smoothing, anti-dark spots, in between a make-up and a skincare product.
For its part, Faber-Castell embarked in 2014 on the Jumbo Twist adventure with a moisturising line for the lips, in the form of a velvet or glossy cream formula. It was an immediate success with customers, as direct or traditional sales. Similarly, the German manufacturer extended its offer to other segments with concealing and contouring products and who now proposes the Twist in a Mini version.
Why is the Jumbo Twist women’s best friend?
Inspired from lipstick, the Jumbo Twist system reassures the user who is accustomed with this type of product application, while ensuring an enhanced precision. “It’s a new and fun pack but mostly it’s a format that’s perfect for a targeted application. It has the ease of use of a pencil and the portability of a lipstick. A lot of gestures can be performed with precision with matte lipsticks in particular,” explains Laura Mariani, Head of Marketing & Communication at Alkos. Sabine Stadlbauer, Executive Marketing Director at Faber-Castell confirms that its “ease of use” is the key to success of this product, “you don’t even need a mirror,” she adds.
Practical, efficient, portable, multi-purpose, the Jumbo Twist has it all and surely has not finished surprising and convincing. Laura Mariani admits that most of Alkos customers have been won over by this model. While the Lip segment remains the largest in terms of volume, the offer has not finished expanding, Alkos is currently working on XXL formats for the complexion.
A market to follow closely.