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Packs display Oriental beauty

“Beauty Voltage” from Shiseido Co. Ltd., Tokyo, Japan, is generating an on-shelf buzz.

Pw 12745 Shiseido

The premium line of bottled, tubed or jarred skin-care products uses a red-to-gold color-changing effect for a unique look.

The effect is achieved using BASF’s Variocrom® Magic Red K 4411 Color Variable Pigment™. The inorganic, flake-like pigments display varying shades of color, depending on the viewing angle. The printed polypropylene or polyethylene terephthalate containers are blow-molded using the Variocrom powdered pigment, which is composed of coated aluminum flakes.

Shiseido spokesman Tatsuyoshi Bill Endo says “Beauty Voltage has been very well accepted among Japanese women in their twenties not only because of the quality of the products, but also the beautiful packaging.”

Introduced exclusively in Japan in October 2003, the four products range in price from 1890 yen (U.S.$17.20) for the wash to 3990 yen (U.S.$36.30) for the cream.

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