New Tool: ProSource
Checkout our packaging and processing solutions finder, ProSource.
Start Your Search

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.”

Pw 3241 Aquafresh White Shine
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.”

How to ensure your best conveying project yet
Read our latest Playbook to discover how to ensure efficient product handling, best practices for specifying conveyor and container handling equipment, and top tips for a successful pack line startup.
Download Now
How to ensure your best conveying project yet
Discover Our Content Hub
Access Packaging World's free educational content library!
Unlock Learning Here
Discover Our Content Hub