Sophisticated packaging for caring diaper pads

Wrap Around made from food-safe cardboard

Only the best for the baby: RHIEM Packaging & Print has developed a clever wrap-around for innovative care wipes that takes the future of client Skincura into account and reliably protects the sensitive, complex pads.

They are made of wafer-thin fleece, shaped anatomically round like a bicycle saddle, contain small active ingredient capsules and soothe irritated baby skin: Families already swear by Milli’s magic wipes, midwives recommend them for diaper rash and sore baby bottoms. The innovative pads are inserted into the diaper and replace creams or ointments because their anti-inflammatory active ingredients are gradually released by the baby’s movements.

Such a sophisticated product needs clever packaging. Preferably one that reliably protects the fine wipes and the active ingredient capsules during packaging. “The wipes are light as a feather, making them difficult to grip, but they have to be handled very carefully,” explains Ulrich Treiber, Managing Director of RHIEM Packaging & Print. “We have therefore developed a rectangular wrap-around for Milli’s magic cloths, which even enables automated packaging and, secondly, holds the rounded pads very well.”

Forward-looking packaging concept

RHIEM Packing & Print’s expertise and experience in designing packaging for cosmetics and automated packaging for food and luxury foods was used in the selection of materials for the narrow boxes and in their development: “Baby care products are highly sensitive and the focus is always on trust. Parents want the best for their child and are looking for reliable solutions that also give them peace of mind,” observes Kristina Vock, Managing Director of Skincura, who developed Milli’s magic wipes with her husband. “At the same time, simplicity and quality play a major role in their application and packaging. RHIEM has implemented these requirements creatively and efficiently for us. The sustainably produced boxes are easy to open and can be resealed.”

Each box contains 25 loose magic cloths, for which high-quality cardboard is printed, finished, punched to size and finally provided with quick-release adhesive strips. When assembling, a bundle of magic cloths is placed on top first, then the wrap around is glued in three places. What looks simple requires a great deal of technical expertise: printing, the haptically and visually striking finishing, the contour punching along with the creasing lines and, last but not least, the pre-gluing must be delicately coordinated in the multi-stage production process in order to meet all the requirements of packaging and brand management.

When in use, the sealed flap on the top of the box is simply opened along a soft tear-open edge and closed again after removing a wipe. “A classic saw-edge perforation could damage the fine magic cloths and possibly also damage the active ingredient capsules,” Treiber explains the concept idea, and: “The packaging is designed for the day after tomorrow. Skincura is still assembling by hand, but machines can also be used to fill larger quantities without the packaging having to change its appearance at retail.” This forward-looking strategy in turn enables the young baby care specialist to launch onto the market without major risks and to grow rapidly.

High-quality materials and colors for sensitive content

Care products, especially those for babies and small children, require hygienically perfect packaging with a tamper-evident seal. The boxes for Milli’s magic cloths are therefore made from certified cardboard, in which food can also be packed without any hygiene concerns, and are printed with low-migration inks in hygienically sensitive production. Nevertheless, there are no limits to the design: “The light color scheme makes the packaging look soft and friendly, just like the application of the product itself, and the metallic effects underline the high quality,” explains entrepreneur Vock. “Milli’s magic wipes are an innovative, natural product, sustainably and modernly packaged – like a shining star, they can give desperate parents guidance in baby care and the treatment of skin irritations.”