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New tube attracts Asian market

A sleek new tube carries on the Elizabeth Arden tradition of understated elegance. The 4.2-oz tube of Visible Whitening Foaming Cleanser is made solely for the Asian market--Japan, Korea and the Asia-Pacific regions.
FILED IN:  Package Type  > Tubes

The new product launched in January '98 is part of a line designed to whiten the skin tone.

"That's foreign to us here but in the Asian market it's very prestigious to have lighter skin" says Lisa Richter-Flaig senior manager marketing and supply chains operations at the New York-based company.

Michelle Nahum an in-house senior designer designed the package that recently earned "Plastic Tube of the Year" recognition from the Tube Council of North America. Supplied by Tubed Products (Easthampton MA) the tube is made of high-density polyethylene coextruded with an outer layer of polypropylene. Tubed Products calls the tube "Softtouch" because of its seude-like matte finish which Richter-Flaig says gives the tube "grip." The tube is offset-printed in one color.

The twist-off cap from Nadel Industries (Port Chester NY) is injection-molded PP with gold metal eyelet ring from Risdon Corp. (Naugatuck CT).

Richter-Flaig says the tube is selling well despite economic problems in Asia. "I think it has an appeal because it's very clean and it's simple but sleek. If you look competitively at what's selling in the Asian market this [design] is what it's all about" she says.

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