Secondary Packaging That Strikes a Balance

Beauty, personal care and fragrance cartons are harmonizing eco-friendliness with fashion-forward decoration techniques.

Cartons are important secondary packages, providing both protection to primary packaging and serving as a vital marketing tool at retail. At a time when a company’s environmental footprint is almost as closely scrutinized as its bottom line, carton and set-up box manufacturers continue to harness sustainability measures while innovating on the production and deco fronts to produce stunning results.

“A well-designed package that surprises or delights consumers can add distinction, reinforce the positioning of an upscale or luxury brand, and build awareness of the company’s sustainability efforts,” says Dennis Bacchetta, director of marketing, Diamond Packaging, Rochester, NY. “It is an ideal opportunity to engage and connect with consumers in a meaningful way that builds brand loyalty.”

A balanced commitment to eco-minded practices helps, especially among Millennials, who Bacchetta points to as the largest U.S. demographic, and avid seekers of brands “rooted in purpose.”

“Millennials represent 38% of the ‘Aspirational’ generation, the subject of a recent global study by BBMG and Globe-Scan,” Bacchetta remarks. “The study found that Aspirationals combine ‘a love of style, social status and sustainability values to shape new cultural norms and rewrite the rules of marketing.’ As 40% of the global public, Aspirationals are creating new opportunities for brands to win by connecting with them through a higher sense of purpose—as long as it’s done authentically and with rigorous attention to any social or environmental claims,” he says.

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