Download Download this free, 150-page Pharmaceutical Serialization Playbook jam-packed with strategies for success and pitfalls to avoid.  Learn more >>
Article |

Retailers: Paperboard can help evolve private label (sidebar)

CVS Pharmacy's prescription for paperboard packaging
Print Reprint
FILED IN:  Applications  > Healthcare  > Pharmaceutical
     

CVS Pharmacy introduces at least 250 new private-label products each year. The task of putting these new products as well as 3 existing

private-label products into the right packaging falls to Mike Clark brand design manager.

CVS uses paperboard packaging extensively as high as 85% in health and beauty aids. Clark likes its benefits in other categories and is requiring that some products adopt paperboard packaging for its ease of legibility and stocking—especially in cough and cold the retailer’s top category for private-label sales.

Two desires on his wish list are more fifth-panel cartons and more windowed paperboard packaging that communicates product benefits and lets

consumers see the product.

CVS is moving toward brighter white board to give packaging colors and graphics more impact. Recycled board “doesn’t give the graphic pop that I want” Clark says. “If I have a nice 300 Pantone blue it better not print like navy blue. But we don’t ask our vendors to use virgin white board. My request is that white look like white.”

Clark also makes this observation: “Board strength is getting worse. The thickness of the board the integrity seems to be weaker. In a folding carton if you have a black box and fold it you can see some white in the fold because it rips a little. It takes away from the quality look.”

See the story that goes with this sidebar: Retailers: Paperboard can help evolve private label

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

Newsletters

Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST
PACKAGE DESIGN/DEVELOPMENT
Each newsletter ranges in frequency from once per month to a few times per month at most.