Alert: Packaging World now enhanced for the iPad and iPhone. Watch a quick video preview
 
Download this free, 140-page Flexible Packaging Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.  Learn more »
Glenroy invites you to download this playbook.
Article |

Judges take a shine to new holographic toothpaste carton

GlaxoSmithKline Consumer Healthcare’s new 6-oz Aquafresh White & Shine toothpaste carton was chosen as the winner of the Personal Care/Cosmetics Packaging category due to its use of a technology that at least one Greener Package Awards judge, John Bernardo of Sustainable Innovations LLC, says has the “potential for a huge impact.”
Print Reprint
FILED IN:  Package Component  > Films
     
HoloBrite™ filmless holographic technology from The Specialized Packaging Group (SPG) is used to achieve a shimmering holographic appearance without the use of a film lamination. This process results in a package that can be recycled in traditional paperboard recycling streams without the concerns of contamination due to a polyester layer and metal content.

According to Mike Larocca, packaging development manager for GSK Consumer Healthcare, one of the main challenges in developing the carton was achieving a high-end finish comparable to that of a traditional holographic laminated carton. “As a consumer product in a competitive environment in the oral care category, premium aesthetics and shelf presence are important keys to success,” he says. “To match the high-end finish, this required extensive development work with various inks, surface treatments, and holographic finishes using stock and custom applications. The final product had to meet tight specifications for high-speed automation, scuff-resistance, and the distribution environment.”

Holographic effects on the Aquafresh carton are created when the HoloBrite printing process is combined with Henkel North America’s MiraFoil® metallic coating. The coating is applied to the SBS carton before it is printed in a single pass on a hybrid printing press using several proprietary processes. Typically, holographic decoration on an SBS carton requires a complex supply chain involving manufacturing and metallization of the holographic film, shipping to a facility for lamination to paperboard, then shipping to the folding carton facility for printing and converting. “This [HoloBrite] folding carton is produced using a simplified supply chain with fewer manufacturing and shipping steps,” explains Larocca. The finished carton also is 5% lighter than its predecessor.

Larocca concludes: “The application of the step-change technology for this package could start a trend to obsolete—or significantly reduce—laminated paperboard cartons and the associated recycling challenges.”

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

 

Newsletters
Don’t miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST

New Issue Alert

Packaging World Magazine

eClip

Breaking packaging news

Packaging Insights

Pertinent packaging issues

On the Edge Blog

Workforce Development

PACKAGE DESIGN/
DEVELOPMENT

Greener Package

Sustainable packaging

Shelf Impact

Package design strategies

Each newsletter ranges in frequency from once per month to a few times per month at most.