Recently, Jay Packaging Group was awarded Best Use of Difficult Embossing on a Folding Carton by the Foil and Specialty Effect’s Association’s (FSEA) Gold Leaf Awards for CoverGirl’s “LashBlast Plumpify” carton.
JPG and the CoverGirl team collaborated on the launch of the “LashBlast Plumpify” mascara carton. CoverGirl wanted a package that would catch the consumer’s eye at an affordable price point. The result was a carton that was windowed, foiled, embossed and printed with ultraviolet inks and coatings.
The focal point of Plumpify mascara is its unique, helix shaped wand that volumizes and lifts limp lashes. Jay fitted the carton with a rigid window to allow the consumer to see the innovative wand while providing protection. The wand’s brush, shown on the carton’s face, is multi-level embossed, which delivers more texture and dimension than traditional embossing.
The carton’s circles were hot stamped with silver foil before being overprinted with a signature red. This technique provides the reflectivity of foil without the expense of a MET PET laminated paperboard.
The close partnership between Jay and CoverGirl, from the design phase to press, achieved an award winning carton glam enough to be promoted by pop star, Katy Perry with a price tag affordable enough for her audience.