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Recyclable holographic effect puts the 'wow' in Gillette razor

The "trifecta" in package design today is a package that delivers sales results for a brand while also being environmentally friendly and reducing materials use and costs.

Packaging that delivers sales results for a brand while also being environmentally friendly and reducing materials use and costs
Packaging that delivers sales results for a brand while also being environmentally friendly and reducing materials use and costs
Gillette scores on all three counts in launching its premium Fusion ProGlide razor.

• Gillette meets the design objective of a package with pickup power on the store shelf by achieving a metallized, holographic effect and using a special coating that offers increased shelf presence of the packaging graphics.

• The package components as a whole are recyclable. The coating, cut precisely to reduce waste, replaces film and foil laminates, which are difficult to recycle. The process of applying it to the razor cartons reduces energy use.

• Costs were reduced through efforts such as shortening material lead time by up to 12 weeks and introducing production efficiencies, including the printer's elimination of multiple steps with other vendors.

"The darker colors are more premium-looking. The package has a definite 'wow' factor," says Michael Marcinkowski, Senior Engineer R&D, in Gillette's Global Package Development area.
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