Rockets and lipsticks: Both are slender and graceful to look at; both depend on a precision assembly of moving parts to function effectively and most importantly both trace a beautiful hyperbolic path when they move! To most people this perhaps may sound like a ridiculous comparison; but ask any packaging technologist who has worked with lipsticks and most would term it as no less than rocket science (with due apologies to the rocket scientists). Consider the following summary of an international patent application filed in Oct 2003 for the ‘invention’ of a lipstick device (or mechanism, or pack?): ‘This invention relates to a lipstick mechanism including an internal substantially tubular duct that rotates in an external substantially tubular duct, the ducts having longitudinal slots and helical slots that guide in translation studs of a lipstick-holder cup disposed in the internal tubular duct, the internal duct including a substantially cylindrical base with a restriction relief that bears elastically on a substantially cylindrical surface connected to the external duct, such that the surface connected to the external…

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Deepak Manchanda
An engineering graduate from BITS, Pilani and a Post-Graduate Diploma from Milan, Italy in Human Factors Engineering. Over 40 years of work experience in branding, packaging design & development. Worked as Head of Packaging at Oriflame – Silver Oak; Dabur India and Ranbaxy Laboratories. Currently - an Associate with The Packaging Consortium – a packaging development consultancy. Worked closely with Jindal Polymer Films for Application Development of Specialty Films for flexible packaging. Now a packaging consultant for some reputed companies. He is also an Associate Director with Firstouch Solutions – a design company providing services in Brand Comm, Packaging, Exhibitions and Branded Retail Environments. He is closely associated with the Indian Institute of Packaging as a Member of the Northern Regional Committee. He is also active as a contributor to Packaging South Asia magazine and other journals and at forums and conferences. Has been writing articles on packaging design and marketing for Packaging South Asia since 2007.