What a manufacturer wants

Finding a folding carton vendor who can offer fast-cycle design capabilities and innovation within a budget is of the utmost importance when making a decision regarding health and beauty packaging, said Matt Unger of Procter & Gamble during a speech on folding carton innovation at the Innovative Packaging Conference in New York this past May.

Pw 12892 Al Unger

“Innovation doesn’t necessarily have to break the bank to be beneficial,” he said, adding that he would encourage suppliers to bring innovative ideas to the manufacturer. Unger said they’re tired of shopping around for ideas. He prefers to have the creative team at supplier companies approach him and make presentations with decorated samples instead of ideas and proposals.

“This is very effective in working the idea further and deeper into the company. Help me share it,” Unger said. “Get excited about it.”

Roger Caracappa, senior vice president of global packaging for Estée Lauder agrees, encouraging suppliers at the same conference to approach him with ideas.

“If you want to sell our products, go to the stores. Be as strategic as we are trying to be with our accounts,” he said. “Don’t leave it up to us to think. We’re not that good at it. Everyone has a million things on their plate. The best way to sell us is to take all of the guess work out of it.”

Unger added that it’s very important to him to find a company that will design the artwork and structure of the folding carton simultaneously, such as the packaging for the P&G brand Olay Daily Facials and Total Effect Line (shown). For more information on this package, please click here.

“Work with us as a partner,” Unger says. “Help us find the sweet spot that will make everyone happy.”

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