Curtis Packaging Supports Launch Of New Dkny Fragrance
Press release from the issuing company
Sandy Hook, CT, November 22, 2005 -- Curtis Packaging, a leading packaging designer, printer and converter of custom folding cartons, recently developed a group of innovative packaging concepts for Estée Lauder’s new DKNY fragrance “Be Delicious,” which became the number two selling women’s fragrance at it’s launch in October 2004 according to the October 2004 NPD Beauty Trends Report.
Estée Lauder approached Curtis regarding the development of a new DKNY Fragrance “Be Delicious” to incorporate packaging concepts that would have an “au natural” look and feel. The ultimate challenge was to source a substrate that portrayed a rugged recycled look, but could maintain its color consistency throughout all paper runs. The assignment was undertaken by a core team of Curtis product specialists. The Curtis team evaluated many paper mills and through many months of product testing uncovered Kraftpak, a specialty virgin substrate developed by MeadWestvaco.
“This unique substrate had the natural kraft look and feel that we were searching for. We were successful in locating a mill that was able to hold the brown color of the substrate from run to run because of its virgin fiber. Holding a uniform board color was especially important as the background of the carton required a Tinted Varnish to achieve the desired graphic effect,” said John Giusto, Vice President of Manufacturing at Curtis Packaging. “This paperboard breakthrough was critical in creating a natural look for the new ‘Be Delicious fragrance line.”
The marketing approach and the “au natural” theme of the DKNY “Be Delicious” launch took on a theme of apples and it was critical that the packaging supported the brand’s overall marketing concept. DKNY had requested a form of an apple label applied to each carton. The critical aspect of this project was affixing very small labels at high speeds with strict tolerances while maintaining DKNY’s budget.
A group of Curtis’s Production Supervisors developed the concept of eliminating the label application by printing the apple label and spot U.V. glossing it on Curtis’s KBA 10-station 51-inch Rapida printing press. This unique packaging concept was able to preserve the natural look for the “Be Delicious Fragrance” line. The entire carton maintained the kraft feel except the printed apple label which had a high gloss image.
Another package design element that enhanced the gift sets was the inclusion of a 36 point MeadWestvaco Forte substrate. This smooth sturdy board eliminated the use of micro-flute which can have a ribbed or wash board effect. The Forte board was another integral part of the “Be Delicious” packaging.
“We are very pleased that we were able to provide Estée Lauder and the DKNY group with two highly creative packaging concepts that were pivotal in the overall packaging of the new ‘Be Delicious’ fragrance launch,” stated Donald Droppo Jr., Vice President Marketing Curtis Packaging. “The Estée Lauder project is an example of how we carefully strategize with our customers to develop the most creative design packaging solutions.” “It is very gratifying to support a first rate organization and be an integral part of a successful launch.”
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