BOXES & COFFRETS PACKAGING
luxurious design, Pollard used only FSC-accredited materials and uncoated and varnished finishes to create the boxes, with internal fitments consisting predominantly of paper, no plastic and minimal foam. Meanwhile, the boxes were made to be strong enough so that the products did not require cellophane wrapping for protection, helping to cut down on unnecessary packaging waste. Combining a white finish with colours to reflect the perfume’s layers, alongside the Experimental Perfume Club’s grey branding, the end result is designed to stand out on-shelf, reflecting the brand’s quality and establishing its family image. Meanwhile, Ben Cohen, Creative and Innovation Director at luxury packaging company Knoll Printing and Packaging, tells Cosmetics Business: “The driving force behind our packaging now is sustainability, which has evolved our most popular kinds of boxes to include Knoll Ecoform pulp and KnollLuxe Premium Board Platform.” Knoll’s Ecoform pulp is a plant- based material made from bamboo, wood and sugar cane fibres, which can be used as an alternative to plastic and EVA, and is recyclable, biodegradable and compostable. It has been adopted by the likes of Jo Malone for its Home Candle Trio, which features three candles held inside black moulded platforms, made from Ecoform pulp. Cohen says: “As sustainability continues to drive innovation, we will continue to see implementation of these products, as well as fully recyclable and reusable coffrets.”
STRENGTH & NUMBERS Also paramount when designing a box is form and function, Pollard’s Conner stresses: “Every pack must perform effectively throughout the supply chain and then create the right level of on- shelf appeal and brand image in the retail or e-commerce environment. “This means a robust and reliable construction has to be combined with an attractive design and effective decoration.”
French premium packaging company
Pure Trade also cites inviolability as a key criteria when designing its packaging. This requires a dust cover, which protects the products inside from both dust and theft.
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The challenge facing manufacturers going into 2021, according to CEO Stefane Ladous, is to develop a more eco-friendly alternative. Meanwhile, the company also optimises volumes and materials to avoid wasted space and minimise the impact on transport.
“The box adjusts to the product,” Ladous tells Cosmetics Business. “However, the weight, appearance,
strength and durability of boxes and coffrets play a key role in the brand image. It is therefore a delicate compromise to find between all the design parameters.”
A good example of this is the beauty advent calendar, a consumer favourite and staple of the festive season frequently featuring innovative and challenging designs.
For Clarins’ 2020 advent calendar,
“Every pack must perform effectively throughout the supply chain and then create the right level of on-shelf appeal
Pure Trade chose cardboard and cotton to construct the box, which features two doors that open to reveal 12 interchangeable drawers for users to discover the miniature products. Featuring a delicate flower design achieved with four-colour printing, the calendar is reusable and can be rolled up for easy display and delivery. Meanwhile, Knoll recently scooped second place in the 2020 Pure Beauty Awards’ Best New Packaging & Design category with its 2019 calendar for prestige Italian brand Acqua di Parma. The calendar features a hatbox- shaped design that unfolds into four parts. Made from recycled grey board wrapped in FSC-printed paper in the brand’s signature yellow, the design posed many challenges including the continuous décor pattern, multiple drawers, wrapping and assembling the individual parts so that the box can fully open, according to the company.
Clarins’ advent calendar pushed Pure Trade to innovate; meanwhile, Knoll designed Acqua Di Parma’s festive offering, as well as sustainable materials for the likes of Jo Malone (below)
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