Four cartons were produced for the Lineance line, introduced this May: an auto bottom carton for the Bikini and Body Hair Removal Kit, a straight tuck carton with a die-cut window for Facial Hair Removal Cream, and straight tuck cartons with an internal panel and die-cut window for the Skin Nourishing Finishing Lotion and the Leg and Body Hair Removal Kit.
"In the world of beauty, appearance is everything," says Elizabeth Houlihan, Church & Dwight's marketing director. "We were planning a major national launch for a new beauty product. It was critical that the packaging reflect not only the personality of the brand, but the experience the consumer would have when using Lineance products."
The 20-pt SBS cartons are first offset printed in four-colors, and then ultra-violet and pearlescent coatings are applied to provide a shiny, black pearl appearance. The script "L" Lineance logo is hot stamped in foil on a gold circle, giving the impression that it is embossed. All cartons are die-cut, and three of the four have windows to display the tube or bottle of lotion inside.
"We are extremely pleased with the cartons created for the entire Lineance line," Houlihan says. "The upscale features of the cartons convey to potential consumers the luxurious nature of our new product."
Lineance European Body Essentials are available in stores across the United States.
