Download this free, 104-page Labeling Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.
Learn more >>
Article |

Svelte bottle gets skin-fit labeling

Skin care products specialist Raymond Anthony Intl. (RAI), Costa Mesa, CA, recently upgraded the packaging for its Tanology line of premium indoor tanning lotions in 8-oz high-density polyethylene bottles.

Originally launched in September 2003 Tanology was formulated with scientifically proven ingredients and is priced at up to $72 per 8-oz bottle. But the first shrink labeling approach was not living up to the high-end brand image that RAI wanted to project in the marketplace.

“Because of the unique sloping shape of our bottles we had some problems in correctly gauging shrinkage of the labels to the bottle contours” says RAI president Tony Case. “Some labels ended up being applied out of position and crooked or crinkled. Also the label graphics incorporate color gradients that if not properly executed end up producing an uneven textured look. We didn’t want that effect.”

ITW Auto-Sleeve in collaboration with contract labeler Quest Industries helped RAI address all their concerns regarding shrinkage and gradient coloring. They changed the sleeve label material to a thinner-gauge polyester and increased sleeve length to ensure consistent precise label application to the bottles which are supplied by Tricor Braun. They also replaced the threaded closures with dispensing pump closures from Seaquist Closures.

The new ITW Auto-Sleeve labels which debuted in May 2004 are flexographically printed and require a thinner layer of ink. RAI also was able to take advantage of cost savings opportunities presented by ITW Auto-Sleeve’s label inventory program. RAI can order larger quantities of labels at a lower price per 1 labels and ITW Auto-Sleeve will hold labels on-site for up to three months billing only when they ship the stock.

“We now have a more impressive package that reflects the high quality of our product and we’ve reduced packaging costs at the same time” Case says.

Related Sponsored Content

E-Book Special Report
Total Cost of Ownership
Sign up to receive timely updates from our editors and download this E-Book Special Report to learn how to calculate the true Total Cost of Ownership (TCO) of your packaging machinery.


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