Since the products' August '98 debut in hair salons across the country, "we've gotten a huge response," says Pam Holien, director of purchasing at Minneapolis, MN-based Beautopia. "It's a true hit for us. We've outsold [projections]-we can't even believe it."
Part of the appeal of the can is the gradually sloped shape of the neck, a new stock shape called the Trimline by the supplier, CCL Container's Advanced Monobloc Aerosol Div. (Chappaqua, NY). "We liked that shape, and we happen to do custom [plastic] bottles [for other products] in that shape, so the line is consistent," says Holien.
Also different than most brushed aluminum cans is the deep burgundy tone. That's achieved by laying down two layers of a custom-mixed purple semi-transparent ink, followed by gold and dark maroon for product copy, and a clear matte coat, all via dry offset. Silver printing actually is knocked out of the background.
"We wanted something that was different," says Holien. "No one's really done a deep, dark color before."
Both 10-oz aerosol spray and 8-oz pump mousse sell for $10 each.
