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Revlon relies on a custom-designed IRC

Like other packaged goods marketers, New York-based Revlon Corp. is a regular user of instant redeemable coupons (IRCs) for special promotions. But the firm's current rebate on Almay Lip Shine employs an IRC with a twist.

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"Traditionally we use a peel-off label," says Richard Forshay, package development manager for the Almay line. In this case, however, the half-inch diameter of the injection-molded polypropylene container means the radius of the sidewall is so pronounced that label flagging was a concern. "The label has a memory, and it wants to pull away," says Forshay.

The solution was a coupon tab from Do-It® Corp. (South Haven, MI) that is custom designed to friction fit around the sleek Lip Shine package. Workers in Revlon's Oxford, NC, plant apply the tabs by hand.

Do-It prints and die-cuts the polyvinyl chloride coupon tabs in-line. Printing is done flexographically in five colors. Laid down first, in a tiny 3.5-point font, are the rules and disclaimers that go with most rebate programs. It's all printed in reverse and then topped with a laydown of solid white, which makes the information clearly legible through the back of the clear tab. Then the blue, pink and silver are laid down over the opaque white. Die cutting is last.

Forshay says Almay Lip Shine is available nationwide for about $6.50 per tube. "The promotion has been very successful for us," says Forshay. "We'll use it again."

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