Fabled by Marie Claire - eCommerce Packaging Case Study

Fabled by Marie Claire - eCommerce Packaging Case Study

FABLED by Marie Claire choose Lil Packaging to maximise client engagement of its ecom web packaging whilst only using 2 colours.

FABLED packaging for ecommerce

The Challenge

Since launching in August 2016 Fabled By Marie Claire has established a reputation as a content-led premium beauty retailer offering over 250 brands with a premium beauty store in central London.

Amanda Scott, MD of Fabled by Marie Claire: "Since Fabled was launched in 2016, we are proud to have built an engaging destination for content lead premium beauty.”

FABLED packaging for ecommerce

The Problem

ENGAGEMENT. Fabled By Marie Claire first approached Lil Packaging and many other packaging providers with the same brief of bringing ‘engagement’ to its first suite of ecommerce packaging. It turned out our ideas were the only ones to engage MD Amanda Scott.

Most favourable was our latest Breezebox invention. Our Head of Business Development presented a custom-printed concept Lil Breezebox as the perfect product to really engage the consumer with a tissue unwrapping experience.

While the client brief was primarily Unboxing experience, educating all stakeholders on Lil’s S.U.R.F. methodology of Sustainability, Unboxing Experience, Reduced Returns & Faster Fulfilment positioned Lil in pole position from this point forward while other packaging providers were simply offering 20th century solutions.


  1. Maximum engagement
  2. Streamlining to no more than 5 well researched box sizes
  3. Clever use of lowest-cost 2 colour print to give the impression of multi-colour aesthetics.

The Solution

We proposed 2 sizes that would do it all, considerably under-budget. This was much to the surprise of all stakeholders who had budgeted up to 5 sizes.

Clever toning of black inks were designed to offer a charcoal & fine grey to compliment the contemporary black and white. The Second ink (pink) was the perfect touch for their researched demographic.

The integrated Breeze tissue paper, patented by Lil meant no additional spend on voidfill whilst optimising the customer unboxing experience, thus maximum engagement.

The Outcome

Lil’s Breezebox has proven to be the perfect solution in combining ultimate unboxing experience with fastest fulfilment ensuring the warehouse operation could satisfy phenomenal growth of launch.

The 2 sizes became very cost-effective as Fabled By Marie Claire could spread good volumes across both, thus ensuring great economies of scale.
Fabled By Marie Claire (previously owned by Ocado) enjoyed such growth, thanks largely to engagement in unboxing experience, that Fashion giant Next chose to acquire them in 2019

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