BW Confidential - Issue #17 - March/April 2014 - (Page 87)

Adding value A spotlight on the latest decoration techniques for beauty packs by Alex Wynne Glassmaker Pochet du Courval's new Texture 2 microengraving technique, which expands on the company's Texture technology introduced in 2012, creates tactile effects on glass surfaces. It also enables the entire surface of a bottle or jar, including shoulders and sides, to be decorated. "You can do what you want with it," the company's industrial marketing director Lucie Ray-Lalanne comments. "We presented Texture again [in late 2013] because we are able to offer more possibilities now than just a year ago, like contouring texture, and mixing with decoration." The micro-engraving involved is five times more precise than previous possibilities, and can be combined with finishing techniques, including lacquering, pad printing and metallization. While principally intended for the fragrance market, the technology also opens possibilities for skincare packaging," says Ray-Lalanne. French group DuPont's development of Surlyn 3D textile overmoulding, which uses Surlyn to encapsulate textiles in bottles and caps, garnered much interest at last year's Luxe Pack Monaco show. According to key account manager Arnaud Mastain, the project was so successful because it appeals to brands with connections to the fashion world, yet removes the problem of fabric's fragility when used in packaging decoration, since the fabric is protected. For the project's presentation, for which Dupont partnered with luxury woven ribbon specialist Oriol & Fontanel, versions encapsulating lace and metallic fabrics proved the most popular. Items using digital printed fabrics also offer brands a wealth of possibilities, according to Mastain, including textured effects that would not be possible with the use of film or paper. March-April 2014 - N°17 - BW Confidential Pochet du Courval also points to its In-Glass technology, intended mainly for the skincare segment, which allows glass cosmetic jars to be customized on the inside with engraving-of a logo, motif or texture, for example. Different techniques, including lacquered layer, pad printing, metallization and laser engraving, can be combined to offer brands differentiation and luxury, due to the visible depth of the glass jar. "With interior engraving, the effect is completely different than a label on the outside of the jar," Lucie Ray-Lalanne explains. Solev (part of the Pochet Group) is targeting high-end limited editions and niche brands with its Metallic-Millesime premium decorative metallization technology, which creates a vintage effect on bottles and jars, using a combination of metallization, laser and color to create a range of patina and used effects. "The finished result gives the impression of an object that has travelled through the generations, because it is precious," says Solev and Pochet du Courval director of marketing and creation Mathieu Pivaudran. According to Pivaudran, products using Metallic-Millesime could arrive on the market as early as 2013. n n n 87 Packaging Decoration techniques: innovations

Table of Contents for the Digital Edition of BW Confidential - Issue #17 - March/April 2014

Cover
Comment
Contents
Update
Brand & retail news recap
Companies on the move
Take note Market facts, figures & trends
Best of BW Highlights from our e-publication
Launches The latest in fragrance, skincare & make-up
Interview Guerlain ceo Laurent Boillot
Insight: Make-up
Category overview
Budget brands
The latest trends
Retail
Innovative strategies
Retail
Vending machines
Store concepts
Digital Social media content
Market watch: Latin America
Regional overview
Mexico: country analysis
Mexico: prestige retailing
Colombia: country analysis
Colombia: prestige retailing
Argentina: country analysis
Argentina: prestige retailing
Radar A profile of six up-and-coming beauty brands
Emerging markets Company profile: Mahogany
Travel retail: Brazilian travelers
Analysis
Industry viewpoint
Packaging: Decoration techniques
Trends analysis
Innovations
Last word Diagonal Reports analyst Jacqueline Clarke

BW Confidential - Issue #17 - March/April 2014