Nailing the packaging specs for the folding carton made all the difference.
When Coty needed a clear folding carton matching its exacting specifications for the debut of its new Sally Hansen Salon Effects Real Nail Polish Strips, the global beauty leader turned to Transparent Container.
|
Coty had precise specs for the folding carton. |
Sally Hansen Salon Effects Real Nail Polish Strips is a do-it-yourself nail treatment recently introduced by parent company Coty. The nail strips last for up to ten days of wear and are made of real nail polish. They come in 24 colorful styles and patterns. Because the product was new, Coty wanted a package that would instantly convey the product’s unique attributes and use to consumers. Additionally, the package graphics had to be a flawless color-match with the product itself.
Packaging Challenges
These precise production requirements made the development of the Salon Effects package one of stringent creative demands, trial and error testing, and meticulous execution, according to Steve Close, business manager, printing and fabrication at Transparent Container Company. But the company rose to the challenge and the resulting package meets Coty’s dual objectives and shines with dazzling shelf appeal.
“They were great collaborators and they understood our requirement that the color and design on the packaging had to match the product. That was key,” explained Soo Hyun Kang, Senior Designer, at Coty, headquartered in New York.
“They got it exactly right and proved they are masters of the clear folding carton,” he added.
Transparent Container utilized a .012 RPET folding carton with a nail-shaped viewing area of the product on the front panel, which displays the product. In addition, the application tools and instructions are visible through the other panels.
The second major objective–color matching–proved to be a Herculean challenge, noted Close. “Contributing to the fundamental difficultly of matching UV litho inks to nail polish colors was the challenge of matching fluorescent neon and glitter effects,” he explained.
|
The product line required flawless color fidelity. |
Numerous tests of foils, inks and UV coatings were tested, first by hand and then in production. However, the final result was color fidelity between the product and the corresponding decorations on the package, as well as scratch/scuff resistance, noted Close.
Another challenge in production concerned adhering to Coty’s design directive that no overwrap would be used from the color-accented side panels to the all-white front panel. The colors are separated by only 1/64th inch. Making two die-cutting dies proved to be the innovative solution to this production challenge. “The first die measured the movement and twisting of the RPET sheet under the pressure of cutting, while the second die used the measurements to precisely position the creases during the actual die stamping,” explained Close.
The time, effort and innovation of the package paid off. The package not only pops off the shelf, but allows consumers to see exactly what they are purchasing. To date Transparent Container has delivered close to 20 million pieces to drug stores and specialty health and beauty retailers and Sally Hansen Salon Effects boasts of a very successful launch.
