Marie Redding, Associate Editor07.25.16
Beauty brands, including mass, prestige, and Indie, all strive to design folding cartons and boxes with one common goal in mind—to “wow” the consumer. Secondary packaging is usually the first part of a product that a consumer sees or touches, so it is a critical part of the “brand experience.”
“Secondary packaging shouldn’t be an afterthought,” says Earl Guinter, vice president, sales and marketing, Envision Packaging. He says that on occasion he will remind his customers that the carton is a marketing tool, not only a functional container. “We often collaborate with our customers to provide structural design ideas and innovative decorating solutions,” he says.
Pat McGee, vice president of marketing, HLP Klearfold, says that when a carton is well-executed visually and has eye-catching aesthetics, it helps to create the perception of added value for the consumer. “This has a proven track record of enhancing a brand’s performance at retail,” he says.
“Secondary packaging shouldn’t be an afterthought,” says Earl Guinter, vice president, sales and marketing, Envision Packaging. He says that on occasion he will remind his customers that the carton is a marketing tool, not only a functional container. “We often collaborate with our customers to provide structural design ideas and innovative decorating solutions,” he says.
Pat McGee, vice president of marketing, HLP Klearfold, says that when a carton is well-executed visually and has eye-catching aesthetics, it helps to create the perception of added value for the consumer. “This has a proven track record of enhancing a brand’s performance at retail,” he says.
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