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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.

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“Our Ceramide Ultra Lipstick is widely seen as top-of-the-line, so our thoughts regarding its case were this: a prestigious product deserves a luxurious home,” said Juanita Pettey, package development manager, Elizabeth Arden. “Our ambitious design showed we were willing to go to great lengths to achieve that vision, and we were satisfied that we had found a packaging partner with like-minded views.”

Arden pushed WWP’s metal capabilities to the max, with approximately 1,000,000 cases used for Ceramide Ultra Lipstick among other products. And the efforts were able to ensure that manufacture consistently turned out intricately engraved metal case from start to finish in mass production. The effort paid off: sales of Ceramide Ultra Lipstick increased significantly. The case’s success has led to growth: originally limited to the gold “product lines,” WWP is now extending the line by producing red and rose gold lines.