See Me, Feel Me

Give a present to a child of a certain age and she’ll likely be more interested in the box than its contents. Well, maybe she’s onto something. Secondary cosmetic packaging does more than hold a glass, plastic, or metal container. It carries and promotes the brand. Ideally, it also should carry enough shelf appeal to catch the eye and sufficient emotional content to capture a consumer’s heart—without incurring additional manufacturing costs. That’s a heroic order for any substrate.