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Ultimately, great packaging isnt just about looks

Finishing touches: Johnny finished off the look with a pair of wayfarer shades and a selection of chunky silver rings Loving life: Johnny threw up his arms to wave at fans who lined the hotel entrance Plait's a good look: Johnny sported a skinny plait in his hair that was woven with ribbons Sightseeing

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The way a pack feels in the hand, opens, and reflects light contributes to the overall premium impression, reinforcing the idea that packaging is part of the lifestyle experience

Customisation is altering the fundamental contour of cigarette packages, adding to the uniqueness of a brand and piquing customer interest