Salinas´s packaging blog

We are all aware of the radical change that the concept of health has experienced in last 10- 15 years.

In our minds, health is not just the absence of illness and treatment is not just a remedy to a puntual or defined problem.

Today health means lifestyle, quality of life, beauty, energy…

Pills are no longer an exclusive territory of pharmacy as well as cosmetics of perfume shops or beauty centres.

There is a growing trend towards IN-OUT treatments and, furthermore, drugs called OTC (Over-The-Counter) has completely change the concept of pharmacy.

According to the Annual Report prepared by ASPIME, pharmacies located in urban centres and tourist zones already obtains over a 40% of its sales out of SOE drugs (only on prescription).

All this means new opportunities and new concepts:

  • A higher percentage of consumers indicates that the figure of pharmacist gives them extra confidence.
  • A 80% of consumers of parapharmacy products see themselves as prescribers of those products they love.
  • E-commerce has had a great impact on OTC   and parapharmacy products in recent years.

And its here, within all this changes, where secondary packaging have made a big push in sales strategies of this kind of products.

Nowadays we can sell toothpaste as a cosmetic, with an argument base on beauty. A sunscreen is at the same time an anti-aging cream, and taking pills of collagen and magnesium is part of the daily beauty routine of many people.

For this reason the pharmaceutical architecture has completely changed; more open spaces, attractive designs, display windows that shows Christmas or summer campaigns. (see our board on Pinterest here)

All this concepts must be reflected in packaging and presentation cases with a design much closer to cosmetic world than to the medicine one.

May a box influence the end-user´s choice? May a case boost your sales?

Of course it can:

  • Beyond the information printing on it, a box communicates though its shape, touch, colour and design.
  • Promotional packs or treatment packs increased impulse purchases and so the brand development.
  • The increase of self – service model in pharmacies and parapharmacies needs a packaging that puts things very easy and clear to consumers.
  • A case or a box can facilitate usability to the patient though its design
  • Actually trends are talking much more about life styles than about trendy fashions. Consumer has change its way and reasons to buy one product or another. Knowing how to target our message in a proper way to the proper public is very important.


Therefore, when we go design packaging to our healthy products we must take into account the following aspects:

  • Innovation: focus on information and usability.
  • Break with schemes but in a moderate way to avoid that products seem over designed.
  • Building trust around our product must be our most important goal, beyond impact.
  • Give information to be received at-a-glance.
  • Today, communication is global, it means that we must take into account the physical and digital environment wen we are designing our packaging. First of all because the Network has become our favourite and natural method do consultation and after, because packaging has emerged as an important ally in digital marketing strategies. Above all in those social networks where the image is protagonist, like Instagram.


Today, trends talk to us much more about life style than about trendy fashions.


The consumer has change, he knows perfectly what he need according to his lifestyle, he highly appreciates health and healthy.


Is easier to contact him because there are many more communication channels, but is much harder to win their trust because he is also the overload of information era.


In all these senses, presentation and packaging can be the key to success or defeat of a product.


EXPERTS RESPOND: Andreas Palm, CDLP Founder


CDLP is a Stockholm based prime underwear young label going against the norm of men’s underwear mass production. Taking a sartorial approach in designing a new generation of high quality underwear made from superior fabrics, CDLP creates a unique customer experience through a strong visual narrative focuses on intellectual masculinity and enhanced by ingenious packaging.

That´s why we ask them to answer some questions for our blog.


SALINAS:  First of all, we are very curious about your brand story telling.  Your name, “Un Cadeau de la Providence”, a name in French, a little bit spiritual, but in a strong yellow box with a stronger typography…  the first time I saw one of your boxes in Salinas I remember that it caught my attention, and I thought “which type of product will contain this box?” When I discovered that it was men underwear it was like “wowww!”. Which is the intention? Is a game of synesthesia between the visual and aural sense? Or it has another meaning?


CDLP: The name Un Cadeau de la Providence to us, encapsulates the small things and details that make life worth living. We got the name from an old song named Un Belle Histoire, sang by French singer Michel Fugain in the 70s, and the way he frames the expression makes it very beautiful. We believe our interpretation of the expression resonates very well with the product – wearing great underwear is a small, but significant aspect in making life better, especially when they come in a beautiful yellow little box – a gift of providence.


SALINAS: CDLP is a brand built around the customer experience and strongly supported by the packaging. What are the reasons that make you give to the yellow box a priority place in your strategy?


CDLP: We believe that the box is a vital part of the customer experience, no matter in what form you buy the product, but especially if you aim to be noticed and gain traction in premium retail environments, hotel shops and similar locations. For us, looking at the traditional poor packaging of underwear products, we saw an opportunity to stand out and make the box a statement and signal of quality. Moreover, we wanted to make a box that was suitable for social media. As most people are not comfortable in posting pics of themselves in underwear, the box has become our signature in social media.


SALINAS:What do you think is the role of quality packaging in e-commerce?

CDLP: We believe smart and attractive packaging is gaining more significance at all customer touch points, no matter if it´s in a retail environment or if the product is sent home.


SALINAS: If I say luxury CDLP say…


CDLP:The ability to live in the present.


SALINAS: We can consider CDLP a niche brand, a trend that it´s say to grow in the next future. We note that there are three kinds or concepts of niche brands, the ones who born to be niche, small, exceptional…  those that born like startups and have development purposes and those that born as an exclusive line within a big brand.What do you think about that? What´s means to you being a niche brand?


CDLP: For us, being a niche brand means creating something we really believe in, rather than creating something based on potential market size. We could probably have reached much larger volumes should we have compromised with fabrics, quality and packaging and pushed the product to new markets through 3rd party agents, but that has never been our goal nor intention. We wanted to make the world´s finest underwear, for men and women that appreciate quality, timeless elegance and a sound narrative around masculinity, and that is what we will continue doing. I guess that would put us in the first category, and I think it is very hard to emulate that as an exclusive line within a big brand.


SALINAS:According to you, the final consumer gives more importance to: aesthetic, ecological, functional?


CDLP: We would believe our customer, with regards to underwear, ranks it functional, aesthetic and ecological.


SALINAS: What makes a case or a box surprises you?


CDLP: We are always pleasantly surprised whenever we feel someone has put a lot of thought and love into creating a box. We feel most businesses focus 95% on the product and 5% on the box. Apple introduced great packaging to a broader market, and there are inspiring companies like Leica, where people post unboxing videos online because of their outstanding packaging.  


We wish to acknowledge  CDLP and especially to Andreas for the time you´ve dedicated to us. It has been very enriching to share ideas and concepts about what we both like: packaging. 

We recommend everyone who likes packaging and branding to “go for a walk” along his web:



Digital world has changed the way we approach our clients and satisfy their demands .

Somebody has renamed the e-comerce era as the “new shopping revolution” where looking for the shopping experience, even if it is virtual, is still the most important thing.

In this sense, packaging remains the best ally for brands, far from getting old or obsolete, it has been known to reinvent itself, and adapting to the new times. It still keeps all that ahead of time and excitement creation power intact.

We would like to share with you in this post the 3 main keys to keep in mind this year when designing your packaging.

It´s not about trends, this keys points have appeared to be installed in our briefs for a long time.



Social media likes packaging, because it becomes the strongest ally for communicate a great message in just one snapshot.

Instagram is the social network chosen by the majority of luxury brands to work on the engagement with their followers.

From now on, a picture is not worth a thousands words,  a  picture worths more than 1000 likes.

We really must have this in mind while we frame our cases and gift boxes to find the essential and show it after.

For example, now we have to take into account if our box is “photogenic”, that is that is important to think in how to transmit values that we in how to show valuest that before we communicate though physical qualities, such as touch.


The world wide web makes the line between the company and the consumer becomes thinner each time. To exibit and share the lifestyle of everything, even brands, it´s a trend.

It is significant that designs handle concepts like bio, eco, natural… Even if we talk about luxury It´s a essential question.

Everything will be a matter of details, the largest luxury brands must reach to show and emphasize the quality and exceptionality of their tenders to maintain the loyalty of their followers. Boxes and cases have much to say in this.



According to Deloitte’s consultancy’s projection, in 2025 generation known as “Millenials” will represent the 75% of the workforce of the world.

A generation much more critical, demanding and volatile than the actual ones. A generation where the 86% shares via social networks their philias and phobias about brands and products. A generation for which the shopping experience is almost as relevant as the product itself, for which on and off are two sides of the same coin.

Packaging is the big e-comerce’s supporter to reinforce that buying-experience through the digital media, as we see it in those clients who start using or developing new strategies on this channel.

To include doses of seduction and expectation on what we are going to receive, on the way we open the packs, replaces and compensates the desire of immediacy and the physical relation in a real shop.

In Salinas we are convinced that packaging is a cultural, emocional and functional experience, we work on this main axes to propose new ideas and developments to meet our customer´s needs; because we, the B2B, really need to be more B2B2C each time, and know the final environment in which our boxes are going to live, in order to be able to give the best solution for each case.


Sonia Graffin is the Marketing Manager and member of the Steering Committee in Perfumes y Diseño, as well as the Marketing Manager in Delpozo Fashion.

We have had the pleasure of working together in many occasions.

In this short interview she gives us 10 very interesting keys on the current state of the world of packaging.

1- On a scale from 1 to 10. The importance of packaging in a new product launch.

It is the first impact for the consumer in a space overloaded with packaging from all brands.

2- Nowadays the main function of luxury packaging is:

Packaging is part of the own identity of the luxury product, one wants to represent the whole concept that wants to transmit the essence which is contained inside it.

3- A luxury case cannot…

Go unnoticed.

4- Has everything already been invented in packaging?

I hope not.

5- Trend. Less is more or more is more?

Less is more, it is always more difficult but more interesting.





In the case of the latest collection of cases of Tous Perfumes for Christmas, a case which surprises because of its holographic effect has been developed, its combination of opponents (matte and gloss) and the play of lights and textures confers it an entirely new, qualitative and luxurious aspect.


6- Packaging and digital world. Love or hate?

They have to live together, but the sensations that a packaging transmits involve senses, touch…

7- The latest case which drew your attention was…

The minimal expression but with details that made it unique.

8- On a scale from 1 to 10. Importance of packaging in the purchasing decision:

Gift effect… an 8.

9- A case you remember and why you remember it

The champagne box Louir Rogederer by Philippe Stark, breaking moulds.

10- The thing you most like when developing a packaging is…

The effort to interpret all the messages the product has in a minimum surface.

Sonia Thank you very much for your time and words!



The need to have a traceability system that guarantees the control over the packaging and, therefore, over the product in each of its production stages, isn’t new. Protecting the products (including the packaging) from forgery and having control over the whole production line and distribution chain, is something which, to a greater or less extent, every company worries about.

The coding systems are a common practice in the packs of mass consumer products and, especially, in food.

In the luxury sector, this isn’t such a widespread practice, but there exist some systems that we have been applying for a long time with really good results.

The most common systems that we apply to our boxes in Cartonajes Salinas are the following:

Division into lots.

For those cases of packaging of a product, the division into lots guarantees the traceability of each gift box. The process is linear (at production takt time) and it means printing the code resulting from the combination of the codes of the products inside.

This system of division into lots allows us to print up to four lines (with several different formats available) and to add a great amount of key information such as the expiry date, an up and down meter and even the printing of logos.

Anti-resale coding.

It entails a simultaneous double coding:

Visible barcodes (black ink)

Invisible ink codes (legible with UV light)

Both codes come together in each product and the process is carried out in the same production line. Every gift box contains two unique codes which protect the product against forgery, theft and fraudulent sales.

The substantial increase in the points of sale of each product, the e-commerce (which has revolutionized the control systems of the distribution chains) and the high-level forgery of luxury products, has turned the possibility of informing the final client about all this work of traceability and authenticity into a need.

New technologies have facilitated the access to a great number of products, but have also generated a wave of uncertainty about whether what we are purchasing is original or not.

A consumer who has a clear and visual evidence that they are the first person to open the gift box containing the product that they have just purchased, and who is able to accede through this pack to more information about the product in the official webpage of the vendor, will have a greater feeling of certainty and, therefore, a better shopping and brand experience.

Nowadays, certainty, quality and marketing walk hand in hand and we must take them into account when designing the packaging.

These visible control systems, which are appearing in the market at a rapid pace, may be classified into three levels, according to the complexity of the technology used.


This is a simple but effective system. Modest personalized stickers that leave a mark in the box when they are removed (maybe the word “open”, an open padlock or a small flower) or which are made of an auto-destructive material that cannot be removed or used twice.



Holograms are a control system which may either be printed on the gift case itself or be used as a label too. If offers several levels of information and control according to the needs. It can provide information about traceability and monitoring of the distribution chain, and it is also a very safe anti-forgery system.

Holograms can also have the function of visually attracting the purchaser. It is an added value, since it conveys quality for itself.

The latest proposals include the interaction with the consumer or codes which help us have more information about the wine or cream that we are going to buy, about its authenticity, its characteristics, etc.


They are the so-called RFID tags or systems (Radio Frequency Identification, for short range) and auto ID (automatic identification).

Without the need to use QR codes, scanning apps or the official app of the product, radio frequency allows to provide information in real time. The current most popular applications are credit card payment systems (which are replacing the magnetic stripes), the future payment with a mobile phone, etc. But there is a wide choice of applications.

This technology (which may be both visible and invisible) allows us to have a more direct, simple and exhaustive control over the goods in transit and over the sell in and sell out of the products. Moreover, it might be an element that adds value to the shopping experience.

In conclusion, we can say that conceiving and creating an intelligent


is becoming more and more demanded. In a system where information is completely open, to the extent that forgery is much easier, protecting and informing will be a determining aspect. But the fact that our designs can interact with the final purchaser and increase their feeling of certainty and their affinity with the brand, will also be very important.


Packaging Loewe - Cartonajes Salinas

When Alfred Hitchcock decided to shoot Psychosis in black and white, he asked his composer Bernard Hermann how black and white could be transferred into music in order to emphasize the suspense and psychological terror.  Hermann solver the challenge composing one of the best soundtracks of the cinema history. Music in black and white. The soundtrack of Psychosis was only composed with violins, violas, cellos and double basses, managing the shades, the basses and trebles in a magisterial manner, in the same way the filmmaker managed the chiaroscuro in photographs, building iconic scenes which we still can clearly remember.

The relation between music and colour has been operational since the time when abstract art starts to develop; far from the typical idea of trying to guess what a trace or  a spot on a canvas represents, and once it is free from all forms, we have to “listen” to the colour and the relations that are produced in our mind are similar when we see a vibrant red or when we listen to certain musical notes.

We have all heard from synaesthesia, that capacity of associating objects or feelings to a particular colour. Chromatherapy is also very fashionable, which gives colours curing powers because of the emotional influences they have on people.

And in advertising? In advertising and marketing the colour coding has been so aggressive that, whatever they say that green is a sedative colour, which fortifies vision, and balances emotions, if we put a group of men between 20 and 40 years old in a room with green light, there are many probabilities that their perception of that “chromatherapy” will be the wish of having a beer.

We are used to and programmed to use colour to catalog and categorize products: male or female, children or adults, luxury or affordable, ecological, low-fat…, and a long etc.

We also have the typical emotional classifications of colours: “red transmits sensuality and energy. Ideal for sports, politics, mechanics, property world, but also for erotic products, textiles and fashion, etc.”

This has largely contributed to the globalization of tastes, brands and products that are becoming increasingly likely to each other. Before, we travelled and everything seemed curious, today, on the contrary, everything seems familiar to us.

It is said that the consumer’s buying decision is only taken in some seconds in the sales point, and in that fight for standing out, maybe we are reaching our “saturation point”. Peter Brabec, former Managing Director of Nestlé, said that “in technocratic and colourless times, brands offered more familiarity, warmth and confidence”, there were also less brands and information, but it is true that nowadays the excessive “clothing”, “speech” and competitiveness of certain brands only serve to cast doubt on the consumers.

Watching the Fashion Weeks in Paris, Milan, New York… via streaming, via online fashion chronicles, via Instagram or blogs is available to everyone, with their spring/ summer 2015 collections , almost before the autumn/ winter 2014 collection is in the shops.

This, among other factors, makes the design and the trend consumption to be faster, less enjoyable, less apprehended.

We need to restart and reflect on those messages we send to our consumers trough design and the use of colour, on all the things that make up a brand.

“Appropriating” of a colour like other brands such as Heineken, Tiffany or Coca Cola have done is not a matter of destination, it is work, it is an approach, it is persistence and it is investment.

Colours are very old and very wise, they know how to renew each day and give us infinite possibilities, let us listen to them.



The next 17th October Luis Galingo will visit Salinas and will give us a conference about motivation.

Luis Galindo sells excitement, optimism and hope with the strengh of his word. He travels around the world and gives conferences about positive psychology. He is a kind of “coach”for team leaders who, thanks to their smart optimism, succeed in this time of economic recession.

He has launched a campaign through social networking entitled “Remotivate”, in which Galindo sends “pills” of excitement to the opinion leaders:

With the leitmotif “there is no work or small task” Salinas has proposed this full day of training to all its workers.

We all need daily motivation in order that the organization functions, and to reconcile working and family life in a positive and constructive way.

Its is a fact that the times of economic crisis affect psychologically to the people who are suffering that crisis, the rise of emotional disorders, anxiety, insomnia… either by suffering the effects directly or by the insecurity and fear which the possibility of losing your job causes.

The negative view of the future is probably what seriously affects us.

For that reason, the human capital of the companies constitutes one of the major assets for the company, we have to cultivate the notion of belonging to a group of people who move forward and promote as a profitable company.

The demands of the markets have become harder in these times, the response capacity and the time to market have become shorter, the quality control is now more exhaustive, the prices are more affordable… It is necessary that all the people in the organizations are aligned with the objectives and motivated not to fall in front of the barriers.

In the year 2000 we attended a conference by Juan Miguel Villar Mir, entitled “Efficiency and Happiness”: “ efficiency and happiness must be, and normally are, travelling companions in well-managed companies”.

Since then, this idea  is a part of the corporate culture of Cartonajes Salinas.

Brandpackaging & fashion

As everyone knows, packaging and branding are a couple meant to spend the rest of their lives together.

The packaging is the speaker, the brand icon, it reflects its status and personality.

“Providing it with a power worth pursuing, packaging has a communicational force much more stronger than an advertisement in those same avenues, or graphic images within the mass media, for the simple reason that packaging has direct contact with the people, in the street, in the corner, in a coffee shop or in a square. It becomes a product whose owner will not get rid of it when arriving at home. He/she will keep it to carry other goods for its functionality to transport them, moreover, it will have the dual function of marking its owner’s personality (in the case he/she wants to do it). That is to say, the firm will have the guarantee that apart from the first promotion of the brand once the customer has left the shop, it will go again to the streets, it will drive down the avenues, undergrounds, airplanes and all modes of transport.”

And it is here, in the world of luxury and fashion where custom boxes become, in many cases, real fetish.

In this way, a simple cardboard box with a simple printing competes in importance within the marketing plans with the most sophisticated television spot in prime time.

The symbolism which has been created around the coupling packaging and fashion is very rich; and in this way, it is used by designers, photographers, film-makers…

The shop windows also remind us of this over and over again, in fact in one hour “taking a stroll” around Pinterest we have found more examples than we had imagined to create a board “packaging and fashion”.

That is why, such a simple object, so humble at first, and as inanimate as a rigid box is, has all powers that can be attributed to any universal symbol:

Making us believe that who wears the symbol embodies it (if you walk down the street with a Tiffany’s bag, who cares what you carry in the bag? People who observe you will get an idea of you). It has the capacity to evoke images from other periods or different cultures (a round box will always evoke an old hatbox). It can influence our emotions, materialize ideas, feelings, believes or values. Finally, symbols have the power of helping to define what is and what is not (for this reason, there are brands which intentionally bring their packaging designs closer to popular brands, to take over the feelings that that case evokes: luxury, vanguard, quality…)

Despite the fact that official studies of packaging have not evolved much, there are disciplines which try to specify and create tools to work with coherence and get the most out of the box to exploit its communicative potential.

This gave rise to brandpackaging, which attempts to reconcile the gap between branding and packaging design.

According to this philosophy, not all the marketing is only theory and not all the design is only practice. Marketing professionals have to experiment with the possibilities of packaging, shapes, textures, techniques, materials…and design professionals have to experience each brand for which they work for, they have to know what each product is facing in the point of sale and how long the life-cycle of the packaging being created is.

Cartonajes Salinas has been working from this perspective for many years, building synergies with the marketing departments looking for the “perfect symbol” for every occasion.




Much more than Packaging

Finally, we have decided to fully enter the digital community, we have reflected on and talked about a lot about the how, where, when and why to do it.

And we have waited to be clear on this in order to offer high-quality content, which was valuable for our customers and the business environment in which we operate.

Now we are ready, we have the means, we have the knowledge and we have the goals defined, and here is the first post of Cartonajes Salinas.

Thinking in Packaging

The philosophy behind our digital system: web, blog, social networks…is strongly affected by the years of relationship we have with our customers.

The fact of relating with such diverse sectors as the beauty world, drinks and gourmet products, fashion… gives our ideas an eclectic style which we impress when providing solutions and proposals in our day-to-day work.

We want to transfer this same eclecticism to the network; we want that diversity enriches us and makes us a bit wiser.

That is why our objectives are not simply to concentrate on our world, our reality, our product, our modus operandi.

We do not want to limit ourselves to talk about packaging, cardboard boxes, printing techniques…

Our objective is to open a window from which you launch ideas, thoughts, achievements; but also from which you let fresh new air pass through, complementary or antagonistic, so that this experience will be enriching in both directions.

Reflecting on any discipline: product, economy, logistics… and doing it in a creative and constructive tone, providing us with new ideas and enthusiasm to continue investigating.

Learning from others and sharing with others; taking advantage of the social media as an educational experience, and being a source of experience and inspiration for others.

We hope you like it, we hope it is useful for you and you join us.

Welcome to Cartonajes Salinas blog.