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Article | December 31, 1998
Custom color, shape set salon products apart
A custom-matched color and a unique shape set the brushed aluminum can for Beautopia's new Brocato America hair spray and mousse apart from the competition.
Since the products' August '98 debut in hair salons across the country "we've gotten a huge response" says Pam Holien director of purchasing at Minneapolis MN-based Beautopia. "It's a true hit for us. We've outsold [projections]-we can't even believe it."
Part of the appeal of the can is the gradually sloped shape of the neck a new stock shape called the Trimline by the supplier CCL Container's Advanced Monobloc Aerosol Div. (Chappaqua NY). "We liked that shape and we happen to do custom [plastic] bottles [for other products] in that shape so the line is consistent" says Holien.
Also different than most brushed aluminum cans is the deep burgundy tone. That's achieved by laying down two layers of a custom-mixed purple semi-transparent ink followed by gold and dark maroon for product copy and a clear matte coat all via dry offset. Silver printing actually is knocked out of the background.
"We wanted something that was different" says Holien. "No one's really done a deep dark color before."
Both 10-oz aerosol spray and 8-oz pump mousse sell for $10 each.
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