Download this free, 80-page Food Safety Playbook jam-packed with strategies for success, best practices, how to ensure compliance with FSMA, and pitfalls to avoid. Written specifically from a packaging perspective
Learn more
Article |

Making the carton count

Feminine protection products have changed little since the 1930s. So when New York-based Ultrafem introduced Instead®, a feminine protection product radically different than tampons or pads, designing the right package was crucial.
FILED IN:  Material Type  > Wood/paper  > Paper

"We've designed a very effective package compared to what's on the shelf already" says Tonya Hinch senior vp of marketing and sales at Ultrafem. "Most of them scream at you. We think our package is very serene. It communicates what we like about our brand." To help achieve that serene feel Ultrafem called on Wallace Church Associates (New York NY). Subtle purple graphics highlight the Instead logo. Supplied by Jefferson Smurfit (St. Louis MO) the clay-coated SBS is printed in six colors plus an aqueous coating. The custom design gives the carton cube-shaped for the six-count package and rectangular for the 16- and 24-count packs a pearlescent look in a gradation of purple hues. Instead arrived in test markets in San Francisco Seattle Portland and surrounding areas this past August where it is said to have had excellent results. Ultrafem expects to achieve national distribution within three years. Prices range from $2.29 for the six-count box to $7.99 for the 24-count-about a 10% premium over traditional tampons and pads says the company.

Related Sponsored Content

44 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book of our editors’ selections for most innovative package designs of the past year.


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!
Each newsletter ranges in frequency from once per month to a few times per month at most.