Environmentally-minded packaging

For Paquimé Trading Co., developing an environmental theme for new PaquiméSM fragrance for men and women entailed more than just the use of kraft paper.

Pw 24252 For Paq Tra Co 14

"Fragrances use a lot of packaging to get your attention," says Emilio Bruna, founder of the El Paso, TX-based company. "We're trying to do exactly the opposite." For starters, Paquimé is purchasing its frosted glass bottles and phenolic caps from McKernan Packaging Clearing House (Reno, NV), a broker specializing in acquiring and selling surplus and end-of-run packaging materials that might otherwise wind up in a landfill. Die-cut, assembled corrugated cartons are surplus, too, supplied by the A-1 Box Co. (El Paso, TX). Recycled paper labels, from a local printer, are manually applied with cold glue over existing printing on the cartons. Filler material is an Aspen pine material, normally used as insulation for air conditioners. Introduced to department stores in the Southwest at the end of '95, Paquimé is sold in a 4-oz bottle , shown, as well as a 2-oz bottle. Suggested retail price is $35.00 and $19.50, respectively.

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