A good selection of material is the key to success
Choose the support of a sophisticated packaging based on the price per kilo only is to make an error. The cheap can be expensive when one takes into account the performance of the material during the production process and the appearance of the final product on the shelf of the point of sale. When Vincenzo Leara of the Gpack Group was asked to produce the packaging for the fragrance of Carolina Herrera’s Good Girl line, she was also asked to do tests. For the series of tests of the same packaging that he made, he first used a renowned single layer cardboard and then the Invercote cardboard with multilayer structure from Iggesund Paperboard. When comparing the results, Invercote turned out to be, clearly, the best choice.
The packaging for Good Girl requires twelve stages of production. Among them are golden stamping, embossing, partial flocking, stamping in flocking, bas-relief and stamping. “The characteristics of dimensional stability, durability and ease of folding were of great importance in this case,” explains Vincenzo. “In a multi-stage production process, dimensional stability is a decisive factor; a minimum movement of the material can cause a registration error during the process already advanced. This produces the total loss of both the material and the work done. ”
Vincenzo has more than a decade of experience in the production of packaging that demands an extremely high quality. Gpack, the company where he works, has more than fifty years of experience. Vincenzo is one of the people who do not initially look at the price per kilo of the material. Instead, it focuses on the total cost of execution. “Of course, the cost of the material is lower if we resort to cheaper material, generally of inferior quality,” he argues. “But if one also takes into account both the time of adjustment of the machine between the various stages and the risks of having material rejected and something goes wrong, then the more expensive and better quality material can easily be cheaper.”
Perfume brand Carolina Herrera belongs to Puig, a third-generation family business of fashion and fragrances -based in Barcelona- that initially proposed using Invercote, but also took into account the results of the tests. The decisive factors were the appearance of the folds, as well as the good definition at the edges of the flocking, points that were considered important for the packaging to capture the consumer’s attention at the point of sale.
“In general, we select the brands of our media as prescribers – in cooperation with our printing partners – but we ultimately decide on the material that will be used,” says Puig. “The visible differences represent the different properties that can be experienced between the behavior of a single-layer cardboard and that of a multilayer,” continues Vincenzo Leara. “And from what I’ve seen, Invercote gives better results in terms of structure and resistance.”
This is due to the versatility that they give to the product due to the manufacturing process with multilayer structures, according to Edvin Thurfjell, the Product Director of Invercote: “We can control the properties of the cardboard by varying the composition of the fiber in the different layers. That option does not have the manufacturers of cardboard of a single layer “. The Gpack Group was previously called Cartotecnica Goldprint, but changed its name in the fall of 2017. It has two production plants in Italy, one in Poland and another in France – the company Alliora- and has a total of 480 employees and a global sales volume of more than 85 million euros.