Texture Theory products now come in a squeezable tube in the value channel to provide premium-style textured hair products to a large audience at a reasonable price

Berry Global

Berry partners with Cosmos to launch new range of squeezable tubes for the latter’s Texture Theory brand. (Credit: Berry Global Inc.)

Plastic packaging products maker Berry Global has partnered with Cosmos Corporation to launch a new range of squeezable tubes for the latter’s Texture Theory brand.

Launched in July in around 6,000 Dollar General stores, Texture Theory is a cruelty-free hair product brand that is accessible and affordable to consumers.

US-based Berry said that around 80% of textured-hair consumers tried a new brand over the last year, compared to 63% of non-textured-hair consumers.

According to the packaging firm, offering Texture Theory products in squeezable tubes in the value channel enables us to reach a larger market with premium-style textured hair products at a lower price.

The appearance and use of the tubes are uncompromised, along with the quality of the substance within, Berry said.

Gold foil is used to decorate the Texture Theory tubes Berry makes, giving them an opulent appearance appropriate for the Texture Theory brand.

Cosmos Corporation Print Category supply chain manager Bill Sommer said: “Consumers love the ease of use, look and portability of tubes.

“Berry was able to provide tubes in the range of sizes and styles with the speciality finish we were seeking for the Texture Theory brand.”

Three Texture Theory products are now packaged in berry tubes: an 8oz. styling gel, a 4oz. mask treatment, and a 1.7oz. scalp oil with a screw-top lid.

The plastic packaging products maker said that the product range will grow to include an 8oz. moisturising pudding with a flip-top cover in October.

The polyethylene extruded tubes are produced in Berry’s Easthampton, Massachusetts, facility and the Evansville, Indiana, plant manufactures the caps.

Last month, Berry and food company Mars introduced pantry-sized treats in polyethylene terephthalate (PET) jars.