Haircare carton is true to its roots

January 29, 2014

2 Min Read
Haircare carton is true to its roots

In developing the carton for its new No Lye Relaxer ethnic haircare product in Regular and Super Strength versions, New York City-based Dr. Miracle's says the challenge was to retain the brand's all-natural image, while displaying upscale images of African American women in brilliant color. “We knew we were going to need something drastically different than the one- and two-color cartons we'd produced in the past,” says Ollie Johnson, executive vp/cofounder of Dr. Miracle's.

On the advice of independent manufacturers' representative Frank Altomare, Dr. Miracle's selected MeadWestvaco's (www.meadwestvaco.com) Kraftpak®, a .022/63# natural brown, virgin-fiber paperboard. “Competitors were using virgin SBS and high-end, four-color graphics,” Altomare says. “We needed a carton that had a natural look, as do the rest of Dr. Miracle's products, but it was also absolutely necessary that we use high-quality process color.

“Kraftpak was the perfect paperboard solution. It is uniform and provides excellent printability, and like an SBS without the coating, it is cleaner when running through the printing press. Additionally, printing high-end graphics directly on corners that would eventually be folded required a board like Kraftpak that allows little to no cracking on the fold.”

To achieve the eye-catching detail desired by Dr. Miracle's, the carton is printed using Great Northern Corp.'s (www.greatnortherncorp.com) StrataGraph® process, a UV-based, dry-trapping ink process. “A normal sheet-printing process—wet ink on top of wet ink—makes printing life-like graphics on an uncoated substrate nearly impossible,” explains Don Schroeder, president of Great Northern's StrataGraph operation. “Our in-line process lets us print the silhouette of the image in one color—in this case, white—to seal the uncoated board, and then print the remaining colors, all in one pass. This allows us to produce graphics with brilliant whites and skin tones.”

Dr. Miracle's was so pleased with the finished cartons that it chose the same combination of substrate and printing process for its POP displays and shelf talkers. The product is sold at Wal-Mart, Walgreen's and 5,000+ beauty supply stores.

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