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Packages That Pose As Presents

Author : TOM Date : 12/4/2013 9:31:44 PM
Every season, late summer-to-early fall, packaging suppliers have teams that are rushing around like Santa’s elves, making sure every gift set, special kit, and gift-with-purchase (GWP) item is finished in time for the busiest shopping season of the year.

“We’re working on two holiday seasons right now—2013 and 2014. Some of our customers are way ahead of schedule—and others are way behind, which makes us extremely busy,” says George Filippidis, president of ARES Printing & Packaging. 

One of the supplier’s specialties is making sturdy boxes from E flute corrugated material, which, Filippidis says, is especially in demand for holiday sets. “E flute is popular because it’s 100% recycled and recyclable, plus, it’s economical—it stores and ships flat. These boxes can also hold large items, and look great when decorated with high-end graphics,” Filippidis explains. 


The “stingray” pattern on this clutch bag, which comes as a GWP with the Rogue By Rihanna fragrance, was designed to match the pattern on the fragrance bottle’s cap (Top).
Smaller runs and shorter lead times are still ongoing industry trends, and gift sets are no exception. “Lower quantities with faster turnaround times are the nature of everyone’s business now, and it applies to gift sets as well. Maybe brands don’t know what to expect from consumers for Holiday when they place their orders too early, so then when fall arrives, we’re extra busy getting last minute orders out the door,” Filippidis explains.

Although the holiday season is the busiest time for many suppliers—and when consumers will no doubt find plenty of beauty packaging worthy enough to pose as a present—it’s not the only time of year that brands are launching kits, sets and GWPs. 

HLP Klearfold, which specializes in clear packaging, says that it has been seeing an increased interest from its customers for plastic cartons in unique shapes, all year long. 


Non-traditional shapes, such as this oval from HLP Klearfold, have been popular for gift sets and promotions throughout the year.
“Non-traditional shapes have been very popular for gift sets as well as for promotions throughout the year,” says Pat McGee, vice president marketing at HLP Klearfold. “We offer several non-rectangular visual packaging options, including our new oval gift set, which is a printed rolled-edge tube that has a clear vac-tray. Consumers want to see what they’re getting, so a clear carton that provides 360-degree visibility has the ability to showcase the products,” McGee adds. 

Sets like makeup palettes packed with everything a user needs to create a specific look, as well as complete skin care regimens, are also popular throughout the year. These types of products have also been contributing to an increase in sales, especially for the prestige market, according to NPD Group’s annual 2012 report, U.S. Beauty Trends Prestige. 

Makeup Sets Are Driving Prestige Sales



The Stila Holiday Artist Palette is modeled after an art set.
So what types of gift sets have brands been creating—and what trends have been driving sales? 

“While sets and kits have historically been associated with a value or commodity purchase, that is not the reality driving the trends today,” says Karen Grant, vice president and global beauty industry analyst, The NPD Group, Inc.—and a member of Beauty Packaging’s Board of Advisors. 

“Depending upon the category, it is either fashion or luxury that is driving the growth in prestige sets again this year,” Grant explains, continuing “…makeup sets are appealing to consumers with fashion statements offering multi-category ‘look-in-a-bag’ ensembles, as well as palettes offering everything for the perfect soft or smoky eye look.”

Stila is known for creating different types of makeup sets designed to help consumers create a specific look, and launches these types of palettes all year long. But during the holiday season, the trendy cosmetics company always offers its fans something “extra.” 

One of Stila’s “star” gifts for Holiday 2013 is The Stila Holiday Artist Essentials Set. The set contains four different color palettes, for a total of 16 eye shadows. Each palette represents a different genre of art—surreal, pop, abstract and renaissance. The set also contains an all-over blending brush with a wooden handle; a Smudge Stick waterproof eye liner; Convertible Color dual lip and cheek color; and Stay All Day liquid lipstick.

Jill Tomandl, chief creative officer for Stila Cosmetics, feels that it’s still important for a set to provide value. “Consumers have so many choices at Holiday, so value matters,” she says. 

Like the “look-in-a-bag” Grant refers to, Stila’s set includes many different “looks-in-a-box.” A booklet provides makeup tutorials, and application tips from Stila’s pro makeup artist, Sarah Lucero.

“The products inside the box are inspired by mixed media. The eye colors all deliver different textures, which work together to create complete looks,” Tomandl explains. “The palettes are meant to be used together, but since each palette also creates a complete eye shadow look, they can be separated and given as gifts.” 

The packaging was inspired by art as well—specifically, an artist’s paint box. The keepsake set up box is wrapped with paper that is printed in a wood grain pattern. It has a metal closure and metal hinges, which give the box an upscale feel. Even the sleeve that wraps around the box looks special. “It’s made with Stila’s signature Kraft, and hot stamped with shiny silver stars,” says Tomandl.


FaceLube packages its skin care products as kits all year long, not just for the holiday season. The outer packaging is designed to resemble a bottle of motor oil.
Consumers Are Investing in Skin Care


Sales of skin care sets have also been on the rise, according to Grant, who explains that this growth is being fueled by sales of premium and super premium sets that are priced at more than double—and sometimes quadruple—the price of average skin care items. 

“Consumers are investing in the new technologies as well as introductory packages from a host of brands often offering natural and clinical treatment options,” Grant explains. 

FaceLube is one brand that sells anti-aging skin care products for men—and all its products are packaged as kits. Each kit includes a set of three products to be used as a regimen, for a specific skin care issue. The products include a cleanser in a bottle with a pump dispenser, and two moisturizing/treatment products in airless bottles with pumps. 

The kits are housed in an outer box, designed to resemble a bottle of motor oil. The packaging gets men’s attention, while the kits make it easier for them to know which products they need. 

“We find that the majority of our male customers prefer the simplicity and convenience of a pre-packaged kit that addresses their needs, while solving a specific skin care concern,” explains Candace Chen, the brand’s founder. “Our kits are also in keeping with our automotive theme—car care products are often packaged as kits, for convenience,” adds Chen.

FaceLube Premium is its prestige line, and these kits are in a black and gray box with a clear plastic window. FaceLube Classic is packaged in a green and yellow paperboard carton, and sold at mass. 
“We’re already working on our next generation line-up—or our ‘new model year’ in ‘car talk,’ for our upcoming kits,” says Chen.

A Popular Pairing

Fragrance gift sets are abundant at holiday time, but innovative and luxe GWPs are also being used to attract the consumer’s attention when new fragrances are introduced. When Rogue by Rihanna—the newest fragrance by the Grammy-award winning singer—began shipping to major retailers in September, a few glamorous “rocker chic” GWP items were created for the launch. 

“Every element of the fragrance reflects Rihanna’s dynamic spirit and relentless passion and strength,” said Donald Loftus, president of Parlux, Ltd, the company producing all of Rihanna’s fragrances.

The same strength, femininity, and mischief that Rihanna conveys to her fans through music, unpredictable fashion choices, and memorable unapologetic performances were the inspiration behind the design of the fragrance, gift sets, and GWPs—including the Stingray Clutch, which has faux brass knuckles as its handle. 

The hard clutch bag is decorated in a texture that resembles pebble, but the folks at Parlux call it a “stingray motif.” It was designed to match the pattern that adorns the fragrance bottle’s cap. “It was important that the item captured Rihanna’s attitude and had the same feel as the rogue bottle,” says Diana Espino, vice president of global marketing and brand development. “Our creative team had to find the right stingray pattern for the bag, to compliment the bottle cap, and decide how to merchandise the brand on counter,” she adds. 

“The rectangular shapes of the bottle and clutch convey Rihanna’s strength, and the gold accents add femininity,” says Espino. Of course, there are also spikes on the clutch, which match the inverted spikes on the bottle. 

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MG New York is known for its injection molded clutch bags wrapped with all types of fabric.
“Clutches are a niche area for us,” says Gary Korba, chief officer operations and innovation, MG New York. This year, the supplier has created many different versions of the classic clutch. 

One of the clutch bags recently developed by MG New York, for Estée Lauder, was injection molded, then covered with navy blue satin and adorned with festive, sparkling crystals. 

“Our mid-to-upper range customers come to us for uniqueness and creativity. Quality is first for these brands—cost is not always their number one criteria,” says Korba. “If they feel something is innovative and offers a competitive advantage, they will go for it,” he adds.

Korba says that more brands are also embracing the concept of gift sets that include a reusable item, like a bag or clutch, because they’re thinking about sustainability. “We’re not just wrapping cardboard with fabric to make a fancy box; today more brands want reusable items. In addition to bags, these include injection molded items, like boxes, compacts and kits,” he says. 

As far as other trends this holiday season, Korba says his customers are looking for high-quality printing, on all different types of structures. Metal plaques have also been in demand, he says. 


The Girls Rule nail polish gift set by Piggy Paint has been popular for kids’ birthday parties.
Cornering the Kids’ Market


Piggy Paint is a new brand using the appeal of gift packaging as a marketing strategy—and it’s been working well, according to Stacey Feagans, the brand’s product manager. 

Piggy Paint’s nail polish is non-toxic and hypoallergenic, and its remover is low odor. The brand has attracted so much attention that it’s now available at WalMart, Target and BuyBuyBaby. 

“The many different gift sets we sell on our website are popular all year long, and many customers even purchase them as fun party favors,” says Feagans. The brand has a birthday set wrapped in a polka dot bag, a Christmas set in red, and many more—with names that will appeal to tween girls, like BFF and Girls Rule. The gift set names are printed on large hangtags that feature its pig logo. Each bag is tied at the top with a large poufy bow. 

The small Arkansas-based company has learned to improve its packaging over the years by following the advice of its supplier partners. 



MAC sets from MG New York
“Digital Printing Solutions is a small, local company that has been wonderful to work with—and they have helped us improve our packaging,” says Feagans. She gives one example, explaining, “When we first created gift sets, we used hangtags made out of very thin paper. We’ve since created a thicker tag that is printed front and back with information about how to apply the polish, the barcode, and the gift set name.”

When Gifts Go Wrong

What happens when a brand orders all the necessary components for a gift set—and gets its orders in early enough to all of its overseas suppliers—but then realizes some of the components are either missing, or need to be fixed? 

“That’s when they come to me for damage control,” says Mario Magali, president of Elite Packaging, and, the current president of the Cosmetic Industry Buyers and Suppliers (CIBS) association. 

Elite Packaging specializes in hand assembly of gift sets, providing all necessary services including some turnkey components of a gift set, as well as offering “refurbishing” services. The supplier has many customers that utilize its services as a last checkpoint before a gift set is shipped to stores. 

“It seems like October 15th is the cut-off date for many of my customers that are creating holiday sets—they want to get them to stores well before Thanksgiving,” says Magali. 

Even though most of Elite’s work involving holiday gift set assembly begins in July, lead time is often eaten up by missing components or component quality issues, Magali says. As a result, September is typically a frantic time for many of Elite’s customers, who are trying to make sure every holiday project gets out the door. 

“Many of my customers will realize at the last moment that either a component is missing, or the quality isn’t up to standards. If there are too many rejected parts, which their overage doesn’t cover, it holds up the entire job,” Magali explains. 

Magali says his team inspects every part that comes in from every vendor, by hand. 

“We just finished running a gift set box, with a lid and base, that came in with dirty window covers. We had to set up a separate inspection and cleaning line for 90,000 sets to feed the actual production line to meet the deadline,” Magali says. Sometimes if a set box or folding carton comes in defective, Magali’s team will repair it inline using glue guns. 

“When there are lots of rejected components, we determine how many can be repaired, and how many will have to be replaced,” says Magali. “Unfortunately, there’s never any time to re-order from overseas vendors.”

His advice to brands, to consider for next holiday season: Allow more lead time, if possible—and, much more overage than you think you might need to cover any rejected parts. It’s also always a good idea to have someone you trust inspecting parts overseas before they’re shipped.

“Too often, components get packed into a container, shipped to us—and we’re left with a last-minute disaster,” says Magali, adding, “but we love being able to help our customers find solutions to make sure every gift set gets out the door in time—at the final hour.”