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New folding carton meets sparkle and speed criteria

Last Spring, Beiersdorf AG, Hamburg, Germany, introduced 10-oz (300-mL) jars of “Nivea Body”-brand Renewal Night Crème in new folding cartons.

Pw 10234 Nivea

The company wanted a carton that portrayed a luxurious look to capture consumer attention on the crowded beauty products store shelf. Although Beiersdorf traditionally relied on a European paperboard supplier for its packaging needs, the short turnaround time for rolling out the new Nivea packaging demanded a more readily available, comparable board source to keep production on schedule.

Kristin Schlegel-Moore, secondary packaging buyer for Beiersdorf, comments, “Our products are sold in high-end drug chains as well as Target, Wal-Mart, Walgreen’s, CVS, and other mass merchandisers. It was essential that the exterior packaging capture the consumer’s eye amid a sea of competitors and drive purchase intent at the point of sale.”

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