Easibind International Designs and Produces Visually Attractive and Innovative New Packaging for Kent Brushes

Easibind International has produced a visually attractive and innovative range of hanging wraps for Kent Brushes, the world's oldest and more prestigious hairbrush manufacturer.

Kent wished to maintain its reputation for quality whilst updating the brand proposition. The company decided that it needed innovative, refreshing packaging to promote its new product range.

It chose Easibind's wraps, in glass clear high performance graphic polypropylene polymer card, because of its many consumer benefits.

Consumer Benefits of New Packaging

Kent realised that sensory stimulation was a major factor in purchasing behaviour. Consumers wanted to see, touch and feel the brush before purchasing. With a closed box or carton this was not possible, the product being viewed only through a transparent window.

Easibind's new packaging solution improves the customer experience, making it more convenient, pleasurable and accessible. The handle of the brush is exposed, so consumers can try the product and feel it. The bristles of the brush are also exposed, so that they too can be touched; however the brush cannot be used in store without removing the packaging.

The innovative new packaging has proved to be very successful. It has created an uplift in sales and a strong in-store brand recognition.

Material and Packaging Benefits

The hanging wraps provide 30% more material efficiency than glued cartons. There is a 15% time saving in assembly. On-shelf there is 10% more fit. 90% of the total weight is in the product. The material, graphic polypropylene polymer card, is fully recyclable.

Easibind International

Easibind International is a specialist in high performance graphic polymer card for packaging, presentation and promotion. The material is non-tear, waterproof and extremely wearable.

It has an optional second life as a reusable value added item. Polypropylene is a modern material available in a wide selection of transparent, semi-transparent, semi-opaque and opaque lightfast colours which enhances branding and signage.

With outstanding creative and technical skills Easibind has been and award winner with both its entries in the prestige Starpack Awards.

Kent Brushes

Kent has been producing brushes for 223 years. It has been the holder of The Royal Warrant throughout the last 9 consecutive reigns of British monarchy. The company currently make over 250 different brushes and exports to 52 countries. It produces 1 million hairbrushes and more than ½ million handmade combs a year.