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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
Specialized Packaging Group

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.”

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