As Fred Simonsen, senior engineer R&D technical packaging, puts it, “We didn’t want to introduce such a new product in a predictable wrapper and carton.”
The wrapper is an embossed, low-density polyethylene blend with two tabs that make opening a breeze. Simonsen believes its key advantages over the paper wraps usually used for tampons are that it’s easy to open and it won’t tear in a woman’s purse. Also, the wrapper doesn’t make noise, a huge plus for users who’d like to be discreet in their use of the product. All three benefits, says Simonsen, appealed strongly to consumers during the product/package development process.
Equally unusual is the 18-pt SBS folding carton. While most cartons in this category are by and large unadorned, this carton’s graphics show a striking string of pearls draped around it, and a front-panel window lets consumers see inside. And while most cartons for such products are opened by means of a conventional perforated tear-strip or a glued top flap, this carton has what Simonsen calls a “purse-style” opening. Internal perforations on the front panel hold the top flap in place until the consumer pulls up on the flap.
The company chooses not to identify material vendors or specs, nor will it comment on equipment used to package its innovative new product. Tampax Pearl Plastic tampons have a suggested retail price of about $4.50. —PR
