Cyril Macé, packaging development, and the Beiersdorf marketing department describe the role of the packaging and especially of the closure solution: "NIVEA My Silhouette! is a high quality body shaping gel with carefully selected ingredients and strong product promises. It is important that this is also displayed in the packaging. For this reason the Satin™ Tube Top [from Seaquist Closures] was the natural choice.“

The strength of the multisensory Tube Top® closure is that two materials (PP and TPE) are used to improve haptics. TPE soft touch material in the finger recess makes opening and closing easier even with damp or slippy hands. The use of bi-injected materials provide not only functional but also visual enhancement - the finger recess is easily recognisable and comfortable to use.

Beiersdorf Marketing remarks on the importance of the tube with Satin™ Tube Top® saying: "The feeling that the consumer is buying a special product should not only arise at the POS but also at home each time the consumer uses the product. Therefore the interest generated by the outer packaging [specially shaped carton] should be reinforced by the primary packaging. The Satin™ Tube Top® contributes to creating an attractive total package which the consumer will have pleasure using."

Seaquist Closures is a world leading supplier of dispensing closures and systems to the Food & Beverage and Personal Care & Household markets. With an annual turnover in excess of $440 million, Seaquist Closures combines the creative spirit of 3,000 employees to manufacture over 10 billion closures each year in 14 plants around the world.

The company is committed to using leading edge technology for the sustainable development of high quality, innovative dispensing solutions for a wide variety of custom and standard applications. Seaquist Closures is a wholly owned subsidiary of AptarGroup, Inc., a New York Stock Exchange listed company (NYSE:ATR).