There’s no glossing over the fact that in the e-commerce world, a positive consumer experience—especially among the social media set—can play a significant role in creating buzz around a product, and that experience begins with packaging. Unboxing videos, Instagram posts, and online reviews are among some of the most powerful marketing tools brands have today.
That’s why subscription makeup brand LiveGlam turned up the gloss and the sass on the mailers for its “lippies” line of lip products, which includes lipsticks, liners, scrubs, balms, and more. Now, members of its Lippie Club receive their monthly trio of lippies products in a black-matte plastic bubble mailer emblazoned with an illustration of a pair of fantastically shiny red lips in the midst of a seductive bite.
The mailer replaces one used previously by the Los Angeles-based company and was designed to extend the brand experience beyond the interaction with the product itself, beginning with the moment the customer first sees the package. “We want them to feel a sense of anticipation and excitement about what’s inside,” says LiveGlam Brand Copywriter Samantha Nguyen. “We take great pride in the quality of our product line, and we want that to be reflected in every aspect of our branding, including the packaging.”
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LiveGlam’s goal for the new package was to highlight the glossier, longer-lasting shine its lippies are known for. Says Nguyen, “We knew that with the right combination of design, engineering, and production, we could engage our customer on a deeper, more emotional level.
“We wanted something that our customers would feel excited enough about to share on social media. That was our bar. We wanted to build our community of Lippie Club brand evangelists.”
With the lip graphics designed by LiveGlam’s internal creative director, the company approached PAC Worldwide to give them the on-pack kiss of life. Says Tim Andrisani, PAC Worldwide Associate Director of Sales of West Coast, “Our job was to figure out how to replicate the super high-gloss tone and texture of the design.” The most significant challenge, he adds, was process color matching.
PAC prints the mailer—a custom version of PAC’s Airjacket®—using a five-color flexo printing process, along with two varnishes, one glossy and one matte, according to LiveGlam’s brand standards. Andrisani shares that color matching was addressed through several complex drawdowns to capture the right shade and tone of the red lips.
He adds that the 6.5 x 9.25-in. PAC Airjacket was chosen for the application because it offered the best protection and cost efficiencies with handling and shipping. The mailer is a coextruded construction of tough but lightweight high-density polyethylene/low-density polyethylene and is 100% recyclable at store drop-off locations.
Says Nguyen, “Customers can recycle by simply following the [on-pack] published guidelines of the How2Recycle program.” The mailers can be recycled at more than 34,000 locations, including at retailers such as Target, Kohl’s, Walmart, and Lowes.
LiveGlam started exploring concepts with PAC six months before production of the cheeky mailer in Q1-2020. “They were great partners throughout the process, patiently working through the complex design and production issues that are needed at this level of customization,” Nguyen shares.
Lippie Club members are likewise thrilled with the end result, she adds. “We’ve heard great feedback from customers, both directly and through their posts on Instagram, Facebook, and Twitter.”