Highland Lilac™
Overview
Diamond Packaging and Highland Lilac of Rochester recently announced a new, greener package for the renowned Highland Lilac™ perfume.
The new packaging debuted at the 2009 Lilac Festival May 8-17 at Highland Park.
Marketing Goals
Both Diamond and Highland Lilac have deep roots in the Rochester community. Dan Morgan first designed, developed and manufactured Highland Lilac™ perfume 40 years ago, and partnered with Diamond to package the product for its initial launch at that time. Today, Highland Lilac™ is one of America's finest perfumes, winning numerous national awards and international gold medals, and having been presented to 11 first ladies of the United States. It has also been featured on The The Martha Stewart Show and in several national magazines, including Shopping Etc. and Affluent Lifestyles.
The new packaging needed to convey a greener image for the company and result in measurable environmental benefits.
Solution
Diamond created the new packaging with sustainability in mind. The cartons were manufactured using 100% wind energy and produced on paperboard that is 100% recyclable and made from a renewable resource. Efforts were also made to reduce weight, reduce material usage, and eliminate components as these offer the most significant opportunities to conserve raw materials and energy, reduce greenhouse gases, and minimize discards.
The overall weight of the carton was reduced by 60% compared to the previous version, due to a 25% paperboard reduction and the complete elimination of PVC plastic. The straight tuck carton design also features an integrated insert, which secures the bottle inside and eliminates a separate component.
The environmental benefit of using wind energy during production of the packaging is equal to offsetting approximately 2295 pounds of carbon dioxide per year, the impact of which is equivalent to planting .94 acres each year or not driving 2402 miles.