The beauty industry routinely turns to paper to craft luxury packaging design experiences for cosmetics shoppers. Why? Because they know that their audience isn’t just buying a beauty product. They’re buying beauty, from start to finish.

If the first person to proclaim “print is dead” was correct, print would have died in the 1960s. That prediction from Marshall McLuhan wasn’t true when he predicted television would displace books, it wasn’t true when Harold Ramis’ character uttered it in 1984’s Ghostbusters—and it’s certainly not true today.