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Custom pouch adds glamour

The image of Smashbox Cosmetics is sleek and sophisticated," states Chuck McKnight, vice president of operations at Smashbox.
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FILED IN:  Package Component  > Films
     

"It's vital that customers who order our products online or via shopping shows receive a package from us that conveys our brand essence."

For these channels the Los Angeles-based manufacturer had been shipping in clear bubble-type pouches with larger orders also packed into an outer black box. The company initially turned to Golden State Container its box supplier for an upgrade. Golden State turned to Polyair and Eden Burgess of Polyair met with Smashbox to better understand its packaging needs.

"Black and white are the primary colors you see at company offices and in its packaging" says Burgess. "Looking to extend this sleek brand promise we recommended our popular E-Z Seal Bubble Pouches but in a transparent black to match its funky color scheme."

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McKnight says that Smashbox calls the color smoky. "We wanted something with a little flair and that's what the Polyair bag gives us. They could have made it virtually any color but when we saw this version we felt it was what we needed" McKnight says.

At Smashbox's distribution center orders are typically picked inspected and packed by hand he adds then the pouch is sealed by removing a film strip covering a cohesive area so that the pouch bonds to itself. For smaller orders the pouch is labeled and shipped directly. For larger orders the pouch is inserted into a black corrugated shipper. This is often used when shipping products that are packed in glass containers McKnight tells Packaging World.

The company founded by great grandsons of Hollywood legend Max Factor is growing fast especially via online and its sales via shopping shows like QVC. The company's top product retails for $38 McKnight says while the average price is in the $20 range. Because the previous package offered virtually the same protection damage was not a concern. "The only change is the bag color" McKnight says. "So we've been able to improve our image with the consumer without sacrificing quality or economy."

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