Van der Hagen Enterprises, owned by Universal Beauty Products, Inc., Glendale Heights, IL, is a premier global manufacturer of men’s toiletries such as specialty soaps, safety razors, and razor blades. In 2015, when Universal Beauty Products acquired Van der Hagen, the company’s safety razors and blades were being packaged and marketed in opaque paperboard folding cartons. But UBP saw potential to package these products in a more shelf-impactful way.
Transparent packaging was the key to making the top quality of the razor apparent to consumers. UBP believed that a direct open view of the razor would better convey the quality and distinctiveness of the product and showcase the laser etching, color, and finish choices. In addition, with the paperboard packaging there had been some damage-in-transport-and-display issues. Tears and cracks in the cartons create negative consumer perception.
So the decision was made to convert from opaque paperboard folding cartons to clear plastic folding cartons from HLP Klearfold. The Klearfold® cartons are manufactured using .012 APET (amorphous polyester) and are offset printed in a 4-color process—three special colors, varnish, plus a pattern-applied silk screen coating that provides a distinctive texture and tactile effect to the carton’s side panels.
