Crabtree & Evelyn's packaging revamp. (Packaging Update).(Brief Article)

Cosmetics International Cosmetic Products Report, June, 2003

Crabtree & Evelyn is relaunching its signature English Floral fragrance collection with a completely new look. It is the largest repackaging project in the company's history. with more than 70 tonnes of material used to create the new cartons.

"This launch is the most aggressive new fragrance lineup in our company's history," said a spokesperson for Crabtree a Evelyn. "The major repackaging is strategically aimed at reinforcing our premier position in the market and to create clearly defined collections which provide a unique and relevant offer to the consumer, while also creating on-shelf harmony."

Boxes Prestige produced the new cartons, which are printed on sbs board in six colours with a matte varnish and spot gloss. The boxes' panels are hot foil...

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