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Case Study: Complicated Packaging for Prestige Brand
By: World Wide Packaging and Elizabeth Arden
Posted: November 29, 2011, from the December 2011 issue of GCI Magazine.
Elizabeth Arden designed an elegant, intricately-detailed lipstick case in line with its reputation for luxury and quality. It was attractive. It was elegant. And it was difficult to make.
True to its upscale brand, Elizabeth Arden designed an elegant, intricately-detailed lipstick case in line with its reputation for luxury and quality. It was attractive. It was elegant. It was everything the company wanted it to be.
Everything, that is, except easy to make. Elizabeth Arden admired the new case, but was uncertain if any packaging supplier could produce it en masse and at a price point feasible for market introduction. World Wide Packaging was among the three companies that explored the potential.
“We knew going into this project that we would be challenged to produce one of the most intricate metal cases ever commercially produced,” said Barry Freda, president, CEO/CFO, WWP. “Packaging innovations for the cosmetics industry is our niche within a niche—a specialty in which our team and factories has a wealth of experience. Even so, this was a new level of complexity and would require all of our combined ingenuity.”
The product starts out as a raw slug of aluminum and, from there, undergoes treatments at 10 different punching stations. The complexity yields a cut-above-the-rest design comprised of an extraordinary amount of detail in the doors at the sides of both cap and base, including the signature “Elizabeth Arden” embossing on the center band and the door etching on top of the metal cap.
Other complicated details further set the product apart. For example, once the case is punched out, WWP anodizes the metal parts in gold. (Anodization is an electrolytic passivation process used to increase the thickness of the natural oxide layer on the surface of metal parts.) Elizabeth Arden had major concerns that the detail in the doors and the embossing might fill in as a result of this process. Those worries were alleviated by a revolutionary high-tech polishing process, which maximized design details.