Why Multi-Pack Eyeliner Boxes Are Harder to Design

It is a solved problem to pack one liner. Take the measurement, insert a snug box, print the box, and you're ready to go! It's a lot different when you have to pack four of them in one, as now you have to keep the products safe from each other and from the outside world. That one move makes it difficult to make most of the moves that come next. See why multi-packs are much more difficult than they appear.

The Products React to One Another so That They Injure Each Other.

Single packs do not contain the problem that can begin with. The biggest enemy of each pack in a multi-pack is the adjacent unit.

Cosmetic product barrels are frequently either printed or coated and the printed or coated surfaces become scratched when they touch. Scratched labels and worn finishes in transit after moving them around for a few hours. The box could look brand new and the products could still look like they've seen better days.

Units inflict damage on each other via:

• Abrading adjacent product.

• Knocking together while handling.

• Scuffing of printed/coated materials.

Protection is not only cushioning, it is separation. This is a different design brief.

Separation Costs Space You Do Not Have

The dilemma at the heart of multi-pack design. Each divider you add consumes space and small products leave little working space.

Board is substantial. Three dividers fit nicely in a small carton, and take up a significant amount of the space. You can either have a larger box, which will be more expensive to ship and will be too big to fit, or you can have a thinner divider which may not be as effective.

Creating dividers leaves one with trade-offs between:

• Genuine Separation that protects.

• Efficient interior space.

• Reasonable box dimensions.

It does not come to this trade-off with single packs. There's no separation in the box!

All Things Must Be Balanced

Multi-packs require each unit to be at the same level and this is more difficult than it appears it would be if tolerances are tight.

The product that is positioned slightly higher than other products in the construction will take the full pressure when the box is stacked or closed. This focused force is the type of damage which occurs to caps and applicators. This can happen with an eyeliner with a fine tip, since the pressure applied to the cap is applied directly to the eyeliner inside. It is why a multi-pack eyeliner box has to hold every cavity at a consistent depth, not just a consistent width.

Uneven seating causes:

• One unit bearing all the load.

• Pressure on caps and applicators.

• An improperly fitting lid.

All positions in the insert need to be at the same fixed height at all times.

Mixed Formats Multiplication Problem

Sets can be made of a mix of formats. One box with a pencil and a liquid liner, or various sizes of pencils. Every format is different and they have an interior now themselves.

A pencil is sturdy enough to handle a firm grip on the pencil barrel. For a liquid liner it requires a gap over the cap and under the bottom. Making one insert that performs both tasks is much more effort than making four separate cavities.

The challenge of mixed sets is due to the fact that:

• There are differences in the support required for formats.

• There is a variation in heights and diameters.

• An insert is required to accommodate multiple products.

This is the place where many multi-pack designs are sneaky successful – one format well protected, the other poorly.

The Weight Shifts the Structure. The Weight Alters the Structure.

The four products are about four times the weight of one and the box must support the weight without bending.

A cart box marked for a small item can't always stand up to a full complement of items, especially when stacked. Dividers here, as long as they go in the right direction and extend the height of the box, vertical board will take compression.

Added weight requires:

• Rated by Board for full load.

• Dividers that are also weight-bearing.

• Resists crushing.

The real classy way around this is to have dividers that serve more than one purpose. Balance of separation and structure in one component.

Presentation Standards Rise

Multi-packs are typically packaged as sets or gifts and therefore will have higher expectations for what the box will contain when the box is opened.

A single product in a plain interior is acceptable. Four simultaneous products revealed appear as an arrangement, and a disorganized arrangement is considered careless. The set should look purposeful, the products should be aligned, spaced and not just placed into a carton.

Set presentation requires:

• Equal distance between products.

• Consistent alignment throughout.

• A complete interior.

The reveal moment is a bit more significant when there's more that's being revealed.

 The assembly process takes longer and is more expensive. The assembly process is slower and more expensive.

One Practical Aspect, Which Surprises Brands

Multi-packs are more expensive to put together and this is reflected in your quote.

A one product box is one product in one cavity. Four piece set involves four products, checking alignment and making sure all pieces fit. Not only is the insert more difficult to make, but it requires more labor per box. The assembly cost of an eyeliner set will always be more expensive than it would be for four separate cartons.

These are the factors that increase the cost of assembly:

• Higher number of units in box.

• Additional checking for alignment.

• Greater complexity of the insert production.

Plan for this from the outset not be surprised by the quote.

Final Thoughts

Multi-packs are more difficult to solve as they pose a challenge to one another and only take up the space you have the least.

Dividers are essential when separating and they take up the interior space in a small carton. All units should be at the same level, or one unit takes the weight. The supports for mixed formats are different from a single insert. More structure is required because of the added weight. A presentation is judged on an arranged work, not on an individual item. And the cost of the assembly is greater per box.

None of these excuses are adequate to justify the notion that multi-packs are somehow a bad idea. An eyeliner set looks good when the interior is well-designed and is a great selling item. It's just four boxes, twice a box. Start with the interior and then build out the carton.