Aptar Beauty + Home launches E-Latch

“Most US consumers don’t view a retailer’s online store as a separate entity from the brick-and-mortar store and retailers need to recognize this and offer as holistic an experience as possible*” said Alexis DeSalva, Mintel Retail & Apparel Analyst.  Aptar’s Purity E-Latch is the first omni-channel tube top solution.  E-Latch keeps product secure through the e-commerce delivery supply chain, without sacrificing consumer convenience and maintaining a consistent brand experience.

E-Latch’s intuitive design has a fully integrated finger recess latch that prevents accidental opening in transit. Aptar’s new latching technology eliminates unsightly, frustrating add-ons such as liners and tear bands, creating an omni-channel solution while reducing supply-chain complexity. E-Latch ensures a trusted leak-free unboxing experience alongside a memorable first moment of truth, regardless of the channel.

In 2018, sales of beauty and personal care products sold online registered growth in excess of 20% year-on-year*. Online sales of beauty specialists, such as Ulta, Sephora and Space NK, and brand websites are buoyant, highlighting the importance of omni-channel retailing*. 

“As lifestyles continue to accelerate, consumers’ purchasing criteria is changing, as they look for products that fit their on-the-go lifestyle. Consumers want easy, leak-free delivery and care-free travel with the product whether it is in a gym bag or suitcase,” comments Lisa Petersmark, Vice President Regional Market Development, Personal Care Aptar Beauty + Home.

E-Latch is available on Aptar’s 2” Purity Snap On with three orifice sizes .125, .187 & .250 and a gloss finish.

“As lifestyles continue to accelerate, consumers’ purchasing criteria is changing, as they look for products that fit their on-the-go lifestyle. Consumers want easy, leak-free delivery and care-free travel with the product whether it is in a gym bag or suitcase,” comments Lisa Petersmark, Vice President Regional Market Development, Personal Care Aptar Beauty + Home.

E-Latch is available on Aptar’s 2” Purity Snap On with three orifice sizes .125, .187 & .250 and a gloss finish.


* “rEpackage: the role of packaging in e-commerce” Mintel 2018
** “Where consumers shop for beauty and personal care”; Jan.2019, Euromonitor.

  1. Emmanuelle Surget
    Emmanuelle Surget

See also

Let’s get digital: Aptar Beauty + Home’s IndieBoutique debuts online at LuxePack LA

Aptar Beauty + Home, the global dispensing company, launched IndieBoutique – a custom tailored program that offers Indie Beauty brands short lead times, stock color options, and low minimum order quantities on Aptar’s top-selling dispensing products. To make it even easier Indie brands can utilize the same level of dispensing expertise, industry knowledge, and technical support that Aptar provides to all customers.

  • Emmanuelle Surget
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  • Created 24 Jul 2019
  • Modified 24 Jul 2019
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