In the prototypes presented by Nuon Medical, packaging is no longer limited to simply containing the formula. It dispenses it, massages it in, and combines it with red light or vibrations. The challenge becomes more complex: bringing together formulation, usage, and technology within a single object.
The formula doesn't circulate on its own
Nuon’s development strategy is structured around three key areas: hair, face, and body. The company applies the same integrated approach across all of them. The application device becomes an integral part of the perceived performance: it delivers the formula, targets the area, and provides a massage—sometimes with red light, sometimes with vibrations. The packaging itself becomes an application system. The issue, therefore, goes beyond simply adding an electronic component. It involves the compatibility between texture, delivery method, treated area, and duration of use. A formula that is too viscous, an insufficient flow rate, or an ill-defined application technique can be enough to upset the entire balance of the concept.
Hair requires a diagnosis, not a standard procedure
The focus on hair care is taking center stage. At Nuon, representatives emphasize that the category is becoming more technical: «When it comes to hair, we have more and more options, because we realize that it's very technical and very specific.» The scalp is not treated as a uniform surface. The choice of device depends on the diagnosis, the condition of the hair, and the desired outcome. The massage brush exemplifies this approach. It features a 5-ml reservoir that dispenses the formula onto the scalp and distributes it while massaging the hair. The massage, combined with red light, is designed to stimulate microcirculation and enhance the absorption of active ingredients.
«Depending on the diagnosis, several technologies may be appropriate for the specific needs, because people don't lose their hair for the same reasons.», Nuon representatives explain. This observation places the issue of hair care on a less standardized plane than the simple act of application. The device must address a specific situation, not just deliver a formula.
Formulation-technology compatibility therefore remains a key factor. «Generally speaking, the brand we're working with already has its own formula. Then we have to see if that formula works well with the technologies we're going to implement.», explain Nuon representatives. Viscosity can thus become a parameter for adjustment.
The red light changes its operating mode
For the face, Nuon Medical introduces a hybrid device that combines an applicator, a spatula, and a massage tool. The Contour Roller Applicator combines red light, vibrations, and four metal beads. It activates upon contact with the skin and recharges when placed on its base. The design straddles a line familiar to cosmetic brands: close enough to a skincare tool to fit into a routine, yet technologically advanced enough to warrant its own development. The beads provide a massaging and cooling effect, while the red light serves its own specific purpose.
The body sets the limit on viscosity
The body applicator extends this concept to larger areas. It combines red light and vibrations with a curved roller designed to follow the contours of the body. The formula is dispensed from a screw-off reservoir; the roller applies the product and massages the targeted area.
Design attracts, technology decides
Nuon Medical is also seeing a shift in demand. Portable concepts were initially developed to facilitate the integration of beauty tech into cosmetic lines, where bulkier devices could pose a barrier. But the discussion with brands now appears to be broadening. «With these kinds of products, brands are now asking us for masks or large devices.», note Nuon representatives. The small scale does not, therefore, preclude larger-scale projects. Rather, it serves as a gateway to projects in which the technology plays a more central role.
Nuon, however, maintains that there is a clear distinction between form and function. «We're strong in design, but our job is still to bring the technology to the table.», his representatives add. The design contributes to the product’s appeal; the real challenge lies elsewhere: compatibility with the formula, refilling, application, massage, targeted area, and duration of application.
Augmented packaging moves forward when the formula, the container, and the application process are developed together. The prototypes presented by Nuon Medical mark the beginning of this endeavor: a beauty tech solution that is integrated enough to be used like a skincare product, yet structured enough to compel brands to treat formulation and usage as a single entity.
