Kiehls Private Brand: Beautiful and Eco Friendly

This is a great example of innovation and eco meeting in Private Brand, high end beauty brand Kiehl’s has a great brand and continues to engage their customers in innovative ways.

Tri-Plex Packaging Corportation does away with plastic for the Kiehl’s Gift Set Package.
“As designers, we all are painfully aware of the consumer perception that plastic is not eco-friendly may not be entirely accurate but it impacts packaging in today’s market. Structural problems in package design that would be easy to solve in plastic must be re-engineered to work in paperboard. As plastic was felt to diminish the brand’s all-natural appeal, the Kiehl’s gift set package presented us with the opportunity to design a durable multipurpose package that, when presented at retail, converted into a premium gift with purchase and without any use of plastic.

Ken Golden, President of Tri-Plex Packaging, adds, ‘We used an angled rigid tray with insert and partially telescoping lid to solve the in-store display requirement, as it is easy to remove the lid, turn it upside down, and place the base inside. The pre-pack requirement was more of a challenge as we had to make sure that the package and the product, positioned on an angle inside it, could withstand the rigors of transport throughout the supply chain.’

Further thought was given by ‘floating’ the package inside the corrugated shipper, which protects it from the impact of an almost 3-foot drop. By using a piece of U-shaped paperboard, both the corners and the lower front angle of the package itself are reinforced. The next trick was to hold the three cylindrical jars without using the typical vacuum form plastic tray, which can be fitted snugly around and under the jar on the sides and bottom for protection and security during transport.

When the package lid is removed and the jars displayed on the counter, they are surrounded by beautifully printed graphics within the package interior so that the all-natural beauty of the product, package, and brand message is achieved.”



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.