The Liz Earle Classic is Shortlisted for UK Packaging Awards
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Beauty Gift Packaging for Liz Earle is Shortlisted for UK Packaging Awards

The Liz Earle/Smurfit Kappa Composites partnership began in March 2013, with the creation of promotional composite gift tubes to commemorate ‘The John Lewis Partnership’s 150th Anniversary’. In subsequent years, further ranges of limited edition composite tube packs have been successfully developed.

Through a collaboration between Liz Earle, Smurfit Kappa Composites and selected partners, a range of fresh ideas each year have pushed the boundaries of what can be achieved with Liz Earle’s limited-edition luxury gift packaging. Which gave the reason to present the latest edition, The Liz Earle Classic, in this year’s UK Packaging Awards. We are pleased to inform you that it has been shortlisted with the finalists for the Limited Edition category.

The Liz Earle Classic limited edition is a fine example of luxury gift packaging. It was available for purchase over the 2018 festive season and has been incredibly attractive to consumers seeking to buy and retailers seeking to stock. The packaging itself was designed to contain Liz Earle’s iconic Cleanse & PolishTM Hot Cloth Cleanser, winner of over 130 beauty and skincare awards and counting, together with two pure cotton cloth – in a manner that would not only improve their existing packaging design, but reflect, align and increase brand experiences with whomever interacted with it.

We certainly feel that the packaging captures the attention of its beholders, boasting rich, luxurious and intricate design features that certainly evoke emotions that enrich people’s lives, in what we believe to be a reflection of the Liz Earle brand.

Tube Packaging, Beauty Packaging 

The ‘Liz Earle Classic’ comprises of a full colour, lithographic print with the addition of velvet-touch laminate that replicates the feel of the primary bottle. The stunning artwork surrounds the entire packaging and includes subtle use of foil-blocking applied via the new and innovative Scodix print enhancement technique to bring out the intricate detailing that has been included in the graphical design. A key feature of the design imparts an incredibly eye-catching ‘frosted’ effect to the decoration that shimmers, as the tube rotates and catches the light at different angles.

The packaging was designed to withstand the requirements of both the traditional in-store supply chain and the demands of online & mail order channels, to ensure the product arrived with the consumer in perfect condition. Extensive transit testing was performed on both the printed sheet and the finished product to validate this requirement.

To complete the luxury limited edition gift packaging, the composite tube is adorned with both gold tinplate bases and lids, to provide a ‘more premium looking’ and inherently stronger design.

The release of the “Liz Earle Classic” has been a great success, and very well received in the market. We are very pleased to hear that the composite tube packaging continues to be successful and that it is still often remarked ‘our best sellers’ by their concessionary staff members.

To find out more about Smurfit Kappa Composites innovative tube packaging, get in touch via the contact form below or call 01946 514709

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