Opportunity

When plastic is not appropriate.

Consumer perception that plastic is not eco-friendly may not be entirely accurate but it impacts packaging in today’s market. Structural problems in package design that would be easy to solve in plastic must be re-engineered to work in paperboard. Kiehl’s, a brand of L’Oreal cosmetics and known for its unique beauty formulations, wanted a gift set package that had to meet three criteria:

• It had to function both as an in-store product display and a premium gift purchase.
• It had to be engineered as a pre-pack arriving at the store in pristine condition, filled with product and ready to be merchandised on arrival.
• It could use no plastic: plastic was felt to diminish the brand’s all-natural appeal.

Solution

An angled rigid tray with insert and partially telescoping lid solved the in-store display requirement, as it was easy to remove the lid, turn it upside down, and place the base inside. The pre-pack requirement was more of a challenge: we had to make sure that the package and the product, positioned on an angle inside it, could withstand the rigors of transport throughout the supply chain.

By ‘floating’ the package inside the corrugated shipper, we protected it from the impact of an almost 3-foot drop. By using a piece of U-shaped paperboard, we reinforced both the corners and the lower front angle of the package itself. The next trick was to hold the three cylindrical jars without using the typical vacuum form plastic tray, which can be fitted snugly around and under the jar on the sides and bottom for protection and security during transport.

Result

The choice of paperboard thickness and invisible internal support provided the strength and protection to withstand any damage to the product or package during the drop test. When the package lid was removed and the jars displayed on the counter, they were surrounded by beautifully printed graphics within the package interior so that the all-natural beauty of the product, package, and brand message was achieved.

Be gorgeous, be strong, and have it all with a Tri-Plex package custom built to your brand specifications.