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Different Looks in Paperboard
The cartons for L'Occitane En Provence's Immortelle and Verbena Harvest lines got very different looks thanks to two types of paperboard from MeadWestvaco Corp. (Stamford, CT). L'Occitane chose MeadWestvaco's Crescendo paperboard for its Immortelle product cartons, and the supplier's Kraftpak paperboard for its natural-looking Verbena Harvest cartons.
For the cartons for Immortelle, L'Occitane sought paperboard that would showcase the line's vibrant blue, white, and yellow graphics. Cartonnages Bes, the converter for both the Immortelle and Verbena Harvest cartons, suggested MeadWestvaco's Crescendo paperboard because Crescendo's coated and uncoated sides are ultrabright and smooth and well suited for printing crisp, deep colors. L'Occitane chose to print on the paper's uncoated side, which has a soft, textured touch.
L'Occitane wanted a more rustic look for the Verbena Harvest cartons. It chose the Kraftpak paperboard because the uncoated board is made from 100% virgin fiber and has a natural brown color that suited Verbena Harvest's brand image. "Since verbena leaves were traditionally collected using jute baskets, we hoped to find a board reminiscent of the color of the jute," says Pascale Baussan, creative manager for L'Occitane. "Kraftpak looks very natural and is a bit darker than other unbleached boards."
Decorating from the Inside Out
A 150-ml jar of body cream for Narciso Rodriguez for Her got an innovative look thanks to a new decorating technique from Saint-Gobain Desjonquères (New York City). The supplier, which provided and decorated the jar, used a technique it calls interior lacquering to decorate the inside of the jar.
The technique enables a layer of lacquer to be sprayed evenly on the inner walls of a glass bottle or a jar. The outer walls remain transparent, while the color shows through from the inside. The lacquer can be produced in various colors. Because the lacquer needed to be kept out of contact with the cream, an inner cup holding the cream was placed in the jar. Saint-Gobain Desjonquères also used interior lacquering to decorate Helena Rubinstein's Life Pearl cream jar.
Holographic Cartons
Holographic cartons are especially popular during the holiday season, when packages on the shelf must catch the eyes of busy shoppers. For its Dream Angels holiday setup boxes, Victoria's Secret wanted to feature a multicolor glittery pattern it had custom designed.
To create the glittery pattern, the brand decided to use a holographic substrate. It chose Proma Technologies' (Franklin, MA) No-color HoloPRISM holographic paper, which was wrapped around the setup box.
According to Proma Technologies, unlike typical holographic papers, No-color HoloPRISM holographic paper doesn't interfere with the color of printed graphics. "No-color HoloPRISM paper patterns display unique optical effects that demonstrate motion similar to standard diffractive HoloPRISM paper patterns," says Ruth Kemp, marketing programs coordinator for Proma Technologies. "However, they do not exhibit the traditional light-shifting properties. No-color HoloPRISM holographic paper does not refract the background yellows, blues, and greens. It complements the printed graphics but does not compete with them."
The boxes were printed in four-color process inks and opaque black inks. Other suppliers that contributed to the box's production were Plaza Packaging and Servigraph Inc. Victoria's Secret now has exclusive use of the No-color HoloPRISM Pattern No. 50 paper in its market.
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