Choosing the packaging board for your luxury cartons is the first but crucial step in achieving the impression your product deserves. A recent example of the success in creating a luxury carton is the package manufactured by Nortier Emballages, a French carton maker specialising in the luxury segment. Their recommendation of using Ensocoat 2S for a carton protecting a flacon of Mauboussin Pour Lui led into a sophisticated package which as such is a technical achievement. "We are extremely satisfied with the quality of the carton", says Mr Thierry Faucon, Artistic and Development Director of Lorience Paris, the company marketing the Mauboussin perfumes.
The Mauboussin brand is best known for the famous jewelry store established in Paris in 1827. The company entered the perfumes market in 2000 and partnered in 2008 with Lorience. The uniquely designed carton for Mauboussin Pour Lui and the flacon look fairly different from other Mauboussin brands.
Mr Faucon explains: "The idea was to be more masculine but stay in the same spirit as our products for women. The emblem of Mauboussin perfumes for women is a ring as the cap of the flacon. Take this ring and imagine pressing it against the Pour Lui flacon, and it stamps an arch-shaped recess with the label on the front face of the regular, sharp, cuboid-shaped masculine flacon. The carton previews what is inside, in terms of colour and the impact on the flacon. The contrast between the matt dark brown surface and mirror-like gloss of the label belt gives masculine power to the package. When he opens the carton, the consumer again sees the brand label and also his own face reflected in the smooth, mirror-glossy inside of the package".
Nortier Emballages proposed Ensocoat 2S as the material for the carton to achieve top quality. The clear and simple but top quality design of the package was appreciated by male consumers, and sales started in autumn 2012 very well, without a special marketing campaign at that time.
"Mauboussin Pour Lui has been one of our most demanding projects", says Mr Jean-Marc Bodineau, Key Account Manager of Nortier Emballages: "The carton is covered on both sides with a silver metallised polyester film, which is a fragile material and presents challenges for the manufacturing process, requiring both excellent machinery and highly skilled production personnel. Most often, metallic film is used only for the outer surface. Ensocoat 2S was chosen as the substrate to achieve an equally excellent result on both sides. This is probably the first time ever that a carton has been coated with metallised polyester on both sides."
The result is harmonious, an excellent sample of Nortier's competence and the material used. "This was our very first project for Lorience", says Mr Bodineau. "We recommended Ensocoat 2S for this most demanding project, because we knew that the board will behave as expected in the production process where both the outside and the inside of the package are converted."
