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Partnering pays off for brand owner, converter

Fledgling company Eden BodyWorks finds a partner in its label converter, whose competence and loyalty results in benefits for both companies as Eden’s business expands.

The label for Eden’s Hibiscus line broke all the flexo ‘no-nos,’ so it is now printed on a digital press.
The label for Eden’s Hibiscus line broke all the flexo ‘no-nos,’ so it is now printed on a digital press.

Every brand owner would like to find a packaging supplier that goes beyond selling them a product to one that looks after their interests and is committed to their growth. In the case of Atlanta-based natural hair and skincare products company Eden BodyWorks, it found such a supplier in Overnight Labels.

“Overnight Labels has been a partner from the beginning,” says Ylorie Taylor, Vice President of Eden. “They’ve been able to grow with us and meet the demands of smaller production windows as well as catch ‘misses’ on our end to avoid negligent costs and errors. We consider them an extension of our creative and production teams.”

Eden has unique history. Its founder, Jasmine Lawrence, was just 11 when she concocted her first haircare remedy in an attempt to create a natural product to nurture and restore her then damaged hair. Just two years later, she launched the company, formulating natural products specifically for ethnic hair needs, and enlisted family members and friends to spread the word. It was her guest appearance on The Oprah Show though that brought her to the attention of Walmart, which picked up her product line soon after.

Today, Eden’s offerings include 35 full-size products along with a dozen travel-size options, sold in Sally Beauty, Walmart, Target, CVS, Walgreens, Kroger, and other national and local retailers as well as online. Since 2006, Overnight Labels has supplied the company with its bottle labels, and more recently its sample size and flexible packaging, in a partnership that has paid dividends for both the brand owner and supplier.

A partner, not just a printer

Overnight Labels of Deer Park, NY, began in 1987 as a service for thermal transfer-imprinting of barcodes onto blank labels, which at that time was required by manufacturers doing government contract work. Its promise was overnight delivery. Since then, the company has evolved into a full-service label and flexible package printing company. Its equipment includes 10 flexo and two digital presses. All complementary processes, including platemaking, ink mixing, and proof generation, are done in-house as well.

Overnight Labels services a range of consumer markets, including OTC, nutraceutical, beauty, household products, sports nutrition, pet, food and beverage, chemical, and others. According to Customer Service Manager Diane Pannizzo, Overnight Labels is committed to treating every customer the same, whether it’s a start-up ordering 250 labels or a national consumer brand ordering 2 million labels.

In 2006, when Lawrence’s mother approached Overnight Labels at a trade show, Eden was beyond the start-up stage and had “pretty good distribution numbers,” says Pannizzo, but it was still a rather small company. She recalls, “Jasmine’s mother came up to me and said, ‘I’m not looking for a printer; I’m looking for a partner.’

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