Tube News, June 2014

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6 Tube News • June 2014 [ Feature ] Shining from the Shelf A n o n g o i n g t r e n d i n cosmetic and personal care packaging con- tinues to influence tubes— metallic effects. Several prod- uct launches in tubes over the last year have relied on metallic highlights and sheens to shine from the shelves. "Metallic pops," Bruno Lebeault, market- ing director, North America, for Viva Healthcare Packaging, told Tube News. "It reflects, it shines. You notice it first." Doug Jackson, Albéa's mar- ket manager, North America, agrees. "Metallic effects are eye- catching, and they make prod- ucts stand out on the shelf," he told Tube News. "People associate metallic finishes with value and prestige." And "the metallic effect, with its high luster, imparts a high-end look," Wendi Caraballo, market- ing manager for Essel Propack, told Tube News. Thanks to ever-advancing tube-decorating technologies, tube makers can achieve the metallic look spectacularly and often cost effec- tively. "You can produce metallic- looking tubes in a variety of ways," notes Lebeault. Viva Healthcare Packaging's tube for Bodycology Blackberry, for instance, which has won a 2014 Ameristar award, uses a foil-based in-mold label built into the injection- molded polypropylene tube in one inline process, Lebeault explains. Using such a label gives the tube a full-body metallic look, which he says results in "rich graph- ics and shelf impact." For Ocean Potion, Viva provided an in-mold-labeled, injection-molded polypropylene tube using cold foil on an in-mold label and matching it with a metallic hot-stamped cap. "We are pre- senting cold foil on in-mold-labeled tubes as alternatives to hot-stamped tubes," Lebeault says. "It is just like using an additional ink station on our printing press. And we can print on this cold foil for an exact match to any color." Albéa is able to achieve metallic effects on both aluminum barrier lami- nate (ABL) and p l a s t i c b a r r i e r laminate (PBL) tubes, says Jack- son. For L'Oréal's "Ever Brand" tube family of hair care p r o d u c t s , A l b é a recently developed metallic effects into a PBL tube using r e v e r s e - p r i n t e d adhesive lamination and 360° print. Foil laminate tubes can also be o v e r p r i n t e d 3 6 0 ° Tube makers are employing metallic effects in a variety of ways to help brands "pop." by Daphne Allen, Editor Essel Propack's Egnite laminate tube with Inviseam and 360° print. Bodycology Blackberry by Viva Healthcare Pkg ES443837_TN1406_006.pgs 05.22.2014 22:29 UBM black yellow magenta cyan

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