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Club-store pack for lip balms creates floating, 3D effect

A holiday multipack of Softlips Cube lip balms uses a transparent PVC clamshell, insert, and sleeve with vibrant printing to produce an eye-catching multidimensional effect.

A multipack club-store package for Softlips Cube uses plastic for a multidimensional effect.
A multipack club-store package for Softlips Cube uses plastic for a multidimensional effect.

Recognized by the Institute of Packaging Professionals as a winner in its 2016 AmeriStar packaging competition, a multipack club-store package for Softlips lip-balm uses five plastic components to create a multidimensional effect meant to catch the eye of consumers. The project began when Softlips, a brand of The Mentholatum Co., approached Transparent Container to help them develop an eye-catching multipack for Sam’s Club’s 2014 holiday offerings.

“Softlips identified an opportunity to expand the market for their popular new product by creating a club-store package that would reach a new category of consumer,” explains Mentholatum Director of Engineering and Maintenance Kevin Aylsworth. “Lip balms are usually sold in the cough and cold aisle, but the brand owner’s goal was to make the package so attractive it would be placed in other, more visible venues.”

According to Patti McElligott, Sales Representative for Transparent Container, the initial aim was a holiday three-pack, which was later changed to a four-pack. “The goals of the packaging were to be innovative, unique, upscale, feminine, and stylish,” she says. “They wanted to maximize their shelf presence, since their product is small.”

Softlips began with a unique starting point for the project: a lip-balm package in the shape of a cube, with a colored base and a crystal-clear cover. “The design of the primary lip-balm package as a hard plastic cube is itself unusual, and our packaging engineers who developed the four-pack sleeve took advantage of and leveraged that design to create the total package impact,” says Aylsworth.

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