PRODUCT DICTATES POUCH

The open-exchange approach served SF&A well in creating a stand-up pouch for M•A•C Cosmetics' reformulated Pro Lash mascara (previously housed in a folding carton). M•A•C's Package Development Group had fairly specific requests regarding the pouch's construction and appearance. To replicate the company's signature gunmetal color, M•A•C wanted a two-sheet film construction—a sheer gray front and a darker gray back—with printing ability on both sides. "Everyone else wanted to print the front and label the back, but that's not where we wanted to go," explains Package Development Group Director Peter Rizzo.