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Retailers: Paperboard can help evolve private label (sidebar)

CVS Pharmacy's prescription for paperboard packaging

This new container of whitening gel is typical of the private-label packaging makeover under way at CVS Pharmacy. Within this ma
This new container of whitening gel is typical of the private-label packaging makeover under way at CVS Pharmacy. Within this ma

CVS Pharmacy introduces at least 250 new private-label products each year. The task of putting these new products, as well as 3ꯠ existing

private-label products, into the right packaging falls to Mike Clark, brand design manager.

CVS uses paperboard packaging extensively, as high as 85% in health and beauty aids. Clark likes its benefits in other categories and is requiring that some products adopt paperboard packaging for its ease of legibility and stocking—especially in cough and cold, the retailer’s top category for private-label sales.

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