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    Features

    Cartons That Build Brand Loyalty

    Packaging suppliers are offering more options for folding cartons, while fulfilling requests for materials that are both luxe and ‘green.’

    Cartons That Build Brand Loyalty
    Farmacy Beauty uses FSC-certified Neenah Environment Papers for its cartons.
    Cartons That Build Brand Loyalty
    Living Proof worked with DISC on its holiday cartons for Perfect Hair Day.
    Cartons That Build Brand Loyalty
    Elie Tahari Night Eau de Parfume, launching Fall 2019, has a carton decorated to match the bottle.
    Cartons That Build Brand Loyalty
    Arkay used its ‘Paint on Press’ process to enhance a carton for Juicy Couture’s fragrance.
    Cartons That Build Brand Loyalty
    Arkay used its ‘Paint on Press’ process to enhance a carton for Juicy Couture’s fragrance.
    Cartons That Build Brand Loyalty
    A close-up of the FSC logo, as printed on Naturally Serious Skincare’s carton.
    Cartons That Build Brand Loyalty
    Hello uses FSC-certified paperboard for its cartons.
    Cartons That Build Brand Loyalty
    Anna Sui’s carton for the new fragrance, Sui Dreams in Purple, by Diamond Packaging, is eco-friendly.
    Cartons That Build Brand Loyalty
    Molded fiber cartons and trays made by Golden Arrow for Eighteen-B skincare. (Photo courtesy of Golden Arrow/SCAD Media)
    Cartons That Build Brand Loyalty
    White Tiger Eau de Cologne’s carton is made with Harmony Paper Company’s Diamond Print Glitter, and it is recyclable.
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    Marie Redding, Senior Editor07.26.19

    Folding cartons, typically paperboard or plastic, attract the consumer’s eye on-shelf. A carton serves an equally important purpose for online shoppers, since it is the first part of the packaging that the consumer sees and interacts with before using a product. It will influence the user’s initial feelings about a product—and the brand—helping to make a good first impression.

    “A well-designed carton that surprises or delights consumers can add distinction, reinforce the positioning of an upscale or luxury brand, and build awareness of the company’s sustainability efforts. It is an ideal opportunity to engage and connect with consumers in a meaningful way that builds brand loyalty,” says Dennis Bacchetta, director of marketing, Diamond Packaging.

    Suppliers often advise brand marketers on which type of paperboard to choose depending on design goals and how much protection the product inside requires. Paperboard is available in a range of densities, which is determined by the board’s caliper, thickn

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