Using coupons to boost product sales is hardly revolutionary but Maybelline found a rather innovative way to incorporate 20 fanfolded coupons within blister packs of cosmetics. During a nationwide "Super Coupon Booklet" promotion that ran from October through December Memphis TN-based Maybelline sold 18 different cosmetic products in blister packs that trap the fanfolded coupons inside a foldover paperboard card. The consumer pulls the backing card along score lines and then extracts the coupons which unfold some 30 inches. The cosmetic product offerings themselves are not new though they were sold in special floor and counter displays during the three-month promotion. Within each cosmetic stockkeeping unit the coupons offer consumers approximately $80 of total savings on everything from a free facial and trial pair of contact lenses to magazine subscription discounts to savings on hair dryers mirrors pantyhose and personal care products. Participating companies include national brands such as Johnson & Johnson Bausch & Lomb Rubbermaid L'eggs SmithKline Beecham and Gillette. Maybelline enlisted Package Products Specialty Carton Division of Engraph (Charlotte NC) to develop the promotional blister cards. The companies codeveloped the first use of this coupon within a card concept that PPS refers to as the DataCard. "Our Marketing Department wanted to present consumers with a valuable product and cosmetic-related coupons that they could really use" notes Ken Vilag Maybelline manager of package engineering. He explains "We developed a multi- or cross-company promotion where we contacted a number of companies who were willing to offer discounts for their merchandise via our cosmetic products. We created a foldout coupon booklet that gives the consumer added value." Maybelline worked with Package Products to turn the marketing concept into a workable package structure. The challenge was to contain the coupons within two cards to prevent pilferage and use existing blister card sizes. "At the end of the program we wanted retailers to be able to move product from the displays directly onto our existing pegwalls and prevent product returns due to card size and compatibility" notes Vilag. From an equipment standpoint Maybelline designed the blister card packs so that only minor tooling modifications were necessary at its Little Rock AR packaging facility.