Toothpaste Packaging

Is it really necessary to package toothpaste in a cardboard box? Think of how many trees that could be saved if companies ditched the box. Yeah, it's easier to stock on the shelves, increases brand recognition and arguably insures product integrity. But it is so wasteful. The box is presumably trashed once the consumer chooses to use the product and is superfluous prior to that point. I mean, do you know anyone who actually reuses the toothpaste box once it's been opened?