At a ceremony at the 2011 HBA Global Expo at the Jacob K. Javits Convention Center in New York City, it was announced that Maybelline New York won the International Package Design Award (IPDA), in the Mass-Market Cosmetics Category, for the innovative Klearfold® plastic folding carton used for their SuperStay 24™ Lipcolor new product launch.
For Immediate Release July 1, 2011 New York, NY
SuperStay 24™ Lipcolor Wins International Package Design Award for Mass Cosmetic Category
Maybelline New York's marketing group believed that plastic cartons were the best functional packaging choice for their SuperStay 24 Lipcolor product launch, and would best support its new product's image and branding messages. Beautifully executed plastic cartons like these offer a sleek, value-added appearance, plus allow consumers to view the lipcolor shades directly. Maybelline specified environmentally-preferred APET (amorphous polyester) box-grade plastic for the application, but initially had concerns that APET cartons may not run well enough on their automated filling lines to satisfy their production requirements.
That was before they evaluated Soft Crease® APET cartons from plastic carton technology leader, HLP Klearfold. HLP Klearfold pioneered the development of Soft Crease, RF (radio frequency) scoring of APET, which produces crisp, uniform creases that fold cleanly and square-up easily to support high-speed mechanical filling. Other APET scoring methods leave plastic carton creases stiff, fragile and not suitable for automation.
In addition to running well, the Klearfold cartons are beautifully printed using high-quality 8-color offset printing. To further support the product's upscale image and premium positioning, silver hot foil stamped elements were also incorporated into the carton design.
Clear Packaging Options With a Market Edge
There are countless items varying for attention down the supermarket aisle but only a handful is bought on an average shopping trip. So why do some products sell while others don’t in a retail setting? Obviously, the answer mostly lies in packaging. Shoppers place a higher premium on merchandise that look good and make point-of-purchase decisions, based on an item’s outward appearance.
Brand owners, manufacturers and retailers have long recognized the power of product appearance, which is why many of them are having their products packaged with increasing sophistication and instant eye-catching appeal. Yet, not all packaging is created equal. Transparent packaging, for instance, has an undisputed edge over paperboard packages as it allows for product visibility. A college student on the verge of buying a sandwich wants to be sure the ingredients are fresh. Nursing staff feel that by visually verifying the product, the likelihood of picking the wrong size or wrong item is significantly reduced.
Not surprisingly, the idea of transparent packaging has caught on with designers of just about any product – food, medicine, cosmetics, cameras, candles, toys, greeting cards and other stationery as well as underwear and watches.
HLP Klearfold technology
Since transparent plastic packaging was first implemented into the industry, it has now reached even greater heights. Combining the material with HLP Klearfold’s services, success will be inevitable. The high clarity of the PVC, PP & PET packaging materials produced by the innovated and efficient computerised machinery reinforces this further.
HLF Klearfold is already well established around the world for its customer orientated approach and the high level of efficiency and quality that it offers. One of our unique selling points (USP) is the application of soft-crease technology. The use of radio frequency has allowed the plastic packaging material to be soft, square, easy folding and able to stand firmly with its strong support. Most importantly it saves time and reduces labour costs.
I am sure many people have heard the saying “You pay for what you get,” well it’s true! The price of a product is determined by the grade of the material used. We use ‘A’ graded materials and in theory our prices should be higher than the rest. But you’re wrong, even though we use top quality material we believe it to be essential to keep our prices competitive in order to maintain such equilibrium point.
The quality of packaging design and graphics can also make or break a product. Packaging must first leverage the brand’s unique attributes, including its signature colors, to position the product in a differentiated manner. Equally important are the graphics and images, which should support the brand in conveying the right messages to the right customer segments. Assuming a tantalizing design and snazzy graphics are now in place, the next question to ask is whether they can be accurately reproduced on the product packaging itself.
A breakthrough in reproducing packaging design and graphics
Visually appealing print and colour images can be brought to life through silkscreen printing and flexo printing as well as embossing, hot and cold stamping and matte or gloss coatings. When it comes to packaging printing, it is common for companies to use the same machines for paper and plastics. However, colour accuracy and image fidelity will be sacrificed to some extent in the process.
Distinguishing itself from the crowd, HLP Klearfold has imported a considerable number of six-colour and eight-colour Roland offset printing presses from Germany, that are designed exclusively for plastics printing and allow for finer resolution and crispier images with in-depth detail.
Well-equipped for colour printing
There is no question that premium packaging will cost a little more. But market surveys have repeatedly shown that consumers believe effective packaging is worth paying higher prices for, especially when it offers attributes that save them time, helps retain the freshness of perishable items and fulfill their expectations of what a value-for-money product should be.
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