The Value of Luxury Cosmetics Packaging
How Prestige Beauty Brands Get Noticed
In 1915, the legendary Helena Rubenstein opened her first beauty salon in midtown Manhattan. Seven years later, and four miles to the southeast, Arkay opened its doors in the lower east side. Two decades later, Arkay would join forces with Rubenstein, Elizabeth Arden, Estee Lauder, and other iconic beauty businesses to create the luxury product packaging that defined their brands.
Having been in the business of producing beautiful cosmetic boxes for the better part of our existence, we are keenly aware of the impact premium beauty packaging has on customers and brands. In fact, the $374 billion dollar cosmetics industry owes much of its rapid growth in the early to mid-twentieth century to the distinctive brand packaging that evolved during this period.
Cosmetics Packaging & Brand Identity
The very first experience a potential customer has with a beauty brand is its container. It’s an emotional connection that’s made in a fraction of a second, and one that consumers have come to expect. In this market, customers don’t differentiate between the quality of the package and the quality of the product. Beautiful packaging sells the dream.
Over the years, we’ve supplied cartons for some of the most famous, successful names in the cosmetic and beauty industry: Estee Lauder, Chanel, Clinique, L’Oréal, Shiseido, Coty, Sol de Janeiro, and NEST — to name a few. Our experiences have given us a deep understanding of the marriage of product and packaging.
The exclusive qualities of the product are sold by the box containing it. All luxury beauty products promise high quality, sophistication, and unique craftsmanship; so, when the products are essentially the same on the inside, the exterior seals the deal. When executed flawlessly, legends are born.
To give a first-hand example, more than 40 years ago, Leonard Lauder (Chairman Emeritus of the Estee Lauder Companies) gave us a tortoiseshell lampshade. He wanted it made into a carton for their new men’s fragrance launch. That lampshade became the inspiration for the classic Aramis men’s fragrance box, making the “Aramis Man” a cultural icon. The fragrance is still a defining pillar of the company.
Cosmetic Packaging Special Effects
Aesthetics play a dominant role in the appeal of cosmetic products. Craftsmanship and style draw customers to the package even before they are fully aware of what it contains. A number of special effects are employed to make an impression. When it comes to luxury product packaging, we want you to “judge the book by its cover”.
Some of the special effects that communicate exclusivity and sophistication for prestigious brands include:
- Interfoil™— A groundbreaking in-line procedure that is both cost-effective and luminous in beauty and scope. It provides a larger palette on which to design, bringing a breathtaking radiance to our customers’ packaging.
- Touch — A specialized, high performance and alluring aqueous coating that results in a soft and yielding surface. Its specialized veneer produces a finish that is sensuous and distinctive. This unique, eco-friendly, ultra matte texture simulates the effect of matte film lamination and is formulated for use in custom cosmetic packaging.
- Spectrum — An innovative process that uses UV ink, which gives the ability to produce eye-catching results similar to six- or seven-color printing using the more economical four-color printing. By incorporating newly developed pigments, Spectrum expands the CMYK color gamut to nearly the full RGB range, resulting in richer, deeper color reproductions than those offered by conventional, four-color process inks.
- liQuid (Liquid Embossed Spot Coating) — A UV based coating that can be applied to both SBS and Mylar substrates. It is extremely resilient and won’t fade, crack or block under normal usage conditions. It won’t interfere with cello wrap or heat tunnel applications. It is an in-line eco-friendly application made with recyclable material.
About Us
Arkay – now entering its second century in business – is one of the world’s premier folding carton companies. Our customers come to us for some of the most complicated projects in the industry. We supply prestigious global cosmetic companies in the beauty industry with highly creative, cost effective, and environmentally friendly, sustainable packaging solutions.
SHOWCASE YOUR BRAND WITH PREMIUM LUXURY PACKAGING
