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Gauloises Blondes in a Tin with a Zipper

You are not smoking anymore? That is a pity really, as you will miss a beautiful packaging from one of the most famous iconic cigarettes in the world.

Gauloises is a typical French cigarette brand, manufactured by Altadis (in these days part of Imperial Tobacco). The name means “Gallic”, and the emblem is the helmet of a Gallic warrior. Although sales have declined in recent years and the production in France ceased in September 2005, to be solely produced in Spain, Gauloises is still a very popular brand and an icon in France. Many a Frenchman is still devouring a Gauloise.

The writer Jean Paul Sartre was a famous smoker of Gauloises, and was rarely pictured without one in his hand. George Orwell also mentions that he smoked the brand in Down and Out in Paris and London. Chronic addicts like Albert Camus, and Serge Gainsbourg as well as many a smoker in cafes from Cannes to Calais dragged on their Gauloise. Gauloises is a real French icon, a symbol of Gallic identity.

But what to do with this icon facing declining sales?

Following a recent trend in contemporary design of metal cans, speciality can manufacturer Virojanglor in Le Blanc Mesnil, France, developed a zipped tin for the brand Gauloises Blondes.

Surpassing the limits and going one step further Virojanglor started to mix other materials with metal. Although steel is the base material, they are mixing with plastic, integrating windows in PVC, even with luxury paper and leather imitations.
The metal used is plain tin plate, so-called because it is covered with a layer of tin. It bends more easily than steel.

The challenge for the Gauloises Blondes zipped tin was to securely attach the zipper to the tin body and lid, keeping the tin alignment and finish smooth and clean. A process of plastic seals has enabled the zipper to be held securely in place adding to the quality value of this product.

This zipped, re-usable tin offers the end user an added perception of freshness whilst giving him an original way of closing a cigarette pack. It is an eye-catching and unique design.


A personalised metal box is not ephemeral like plastic or cardboard, and promotes a brand’s image for years on end. It is thus a sure way of making an advertising campaign’s impact lasts: you don’t often see consumers throwing metal boxes away, thus, the brand is sure to remain present for years in consumer’s homes.
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In today’s market, the most collectible tins are those from the 1920s through the 1960s. These tins were produced in such large quantities that they are still easy to find, In today’s market we can see a revival of the tin as a collectible. In other words the well-shaped tin upgrades the desirability of the product and as a consequence of its popular position in the market for collectibles, companies in these days use tin packaging as a marketing tool, adding an extra value to the purchase.. .. read the full article: “The Revival of the Tin Can – The Collectible as Marketing Tool

A Cup of Freshly Brewed Coffee - Anytime, Anywhere

Coffee is the world’s biggest beverage product as anybody needs his coffee-shot (caffeine-free or not) in the morning to get his daily-motor started. Starbucks and other coffee outlets might feel the repercussion of the economic crisis, that doesn’t mean that the consumer is minimizing his coffee intake; he is just securing his money in his pocket. That doesn’t mean either that he is satisfied with the results of the coffee machine in the office, one of the industrial inventions which haven’t received much praise over the years. Neither is instant coffee, probably one of the most disgusting coffee tastes in the world (my personal idea), fulfilling his expectations. But the on-the-go consumer has no choice.
Don’t count the Brits as they will stay with their precious cup-of-tea till the end of days. Or better: count with the Brits, as the tea-bag is exactly the item which laid the groundwork for this new innovation.

Simple and brilliant. Or simply brilliant which leaves you with the question, with all that millions of tea-bags used daily, why somebody didn’t come up with this idea earlier. Anyway, the Swedish company OneCafé launched, via Kaffehuser Friele of Norway and London’s Union Hand-Roasted, a biodegradable drip-cup. Consumers can now absorb an environmentally friendly freshly-brewed cup of coffee without a machine. This coffee concept is a landmark development establishing OneCafé’s status in the eco-sensitive packaging world.

The unique packaging concept of OneCafé works like a tea-bag and lets you brew one perfect cup of fresh, ground coffee wherever there is a cup and some boiling water. In a, with a Multivac machine, deep-drawn container sits a filter bag which, when the lid of the packaging is peeled away and the bag dropped in the boiling water, allows the coffee to fully mix with the water. The brewing method prevents release of tannin.
The OneCafé concept actually manages to combine the quality and taste of freshly brewed coffee, with the convenience of soluble coffee. And in contrary to coffee pads you don’t need the machine.
The concept ensures a perfect cup of coffee every time. How strong? Exactly as strong as the consumer prefers. Since perfect means different things for different people, the consumer can decide roast, taste, and – perhaps most importantly – brand, of each cup. The packaging gives great brand exposure and is cost efficient.

Certified for Fair Trade (FLO-CERT) and for organic (Krav), the recently opened new production facility in Eslöv, Sweden, is certified to pack any Fair-Trade or organic coffee for any roaster in the OneCafé packaging. OneCafé is working in full accordance with the UN’s millennium goal to end poverty in the third world by 2015. Since it began operation, the company worked to see that African countries would share a greater portion of the value chain they are creating together with companies in the industrially developed countries. As a consequence they have also established their own coffee plantations in Uganda.

The OneCafé concept is open for licensing. The hermetically sealed Multivac deep-drawn packaging guarantees a 90-days shelf life to the freshly ground and roasted coffee.

Renew-A-Pak compostable bakeware from Biosphere Industries - This new 100 percent renewable content baking tray and total system might change bakery processes in a more sustainable way. Bakery practice is to bake its products in (disposable) metal trays and transfer the goods into a separate packaging for in store sales. Ultimately that packaging would be discarded as waste by the consumer. The (pre-)baked products now stay in the new dual-ovenable, microwaveable trays all the way through to the consumer …. read the full article

Braille On Pharma Packaging

In 2010, European packages containing pharmaceuticals must have Braille embossing to identify the contents. This mandate is spurring other countries and pharmaceutical companies to adopt technologies which add Braille to their consumer packages.

The number of people that can be categorized as blind or partially sighted increases each year, mainly as a result of the higher life expectancy and aging of the population. Most of the visual disabilities manifest themselves at an older age, namely 88% after the age of 60 compared to 10% between 16 and 59 years and 2% below the age of 16 years. But unfortunately – less than 2% of the partially sighted and the blind can read Braille.

But whether they can read it or not, the EU-directive represents a tremendous challenge to the  pharmaceutical industry, as past experience has shown that it is often difficult or sometimes impossible to free sufficient room for the Braille characters on the label or packaging.
In order to help drug manufacturers to comply with the European legislation, several companies have developed their own unique solution. Among others Sleever introduced its Braille shrink-sleeve, CCL its BrailleMarker, Bobst its AccuBraille system and Nordson its e.dot.

Recently Roberts PolyPro, a division of Pro Mach, a provider of integrated packaging products, introduced the Rapid Braille Module, a carton feeding/rotary Braille embossing system compatible with all folding-gluing machines. The Rapid Braille Module runs at speeds up to 1,500 feet (457.2 meters) per minute. Changeover of Braille embossing plates takes only minutes. The accuracy of the embossing process is +/- 1/16 inch (1.5 mm). The module is portable and at 4 sq ft (1.22 meters) offers a small footprint.

While new folding-gluing machines can be specified with Braille systems, the Rapid Braille Module is priced at a fraction of these new machines and is compatible with all existing folder gluers. This means a much lower cost and overall less equipment to add Braille capabilities to an existing packaging line.

But whatever the solution to comply with the EU-directive, one of the problems with Braille embossing is the dot accuracy. The Braille dot height is an important issue to packaging manufacturers as their customers has to be ensured that the Braille images provided comply with the EU-directive.

Therefore Troika Systems Limited, a UK-based company developing print-based quality control products, came up with the BrailleCAM, a device designed to accurately measure Braille dots, as the EU legislation not only requires the incorporation of Braille information on all new drug packaging, but includes detailed specifications for the height of the Braille dot.

The current technology to measure Braille dots is limited - typically in the form of a micrometer.  Such rudimentary technology requires a large number of samples to provide the confidence levels required. BrailleCAM, based on Troika’s technology for measuring the dot on a flexo-graphic plate, is a far more sophisticated tool. It is both precise and consistent, and provides an array of further information to fine tune the Braille process.

BrailleCAM is a hand-held, portable camera specifically designed to measure and view Braille dots with unrivalled precision and clarity. When measuring finished product, the auto-focus feature of the camera automatically finds the top surface. It then takes a series of images, each with a different focus depth, down to the ground level of the substrate. Software removes all un-sharp parts of each image and combines the levels into a rendered 3D grid model. This can be analysed via the PC and rotated in any direction.

The BrailleCAM provides clear 3D images of the Braille dot and tooling. It provides the dot height, profile plot, alignment, symmetry and diameter. The system also provides the tools necessary for highly detailed measurement and recording of dot values. BrailleCAM can measure male and female embossing tools as well as final output.
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This year it is 200 years since the Frenchman Louis Braille (1809-1852) was born. Following a new EU directive (2004/27/CE No) which requires all packages of pharmaceutical products to bear the Braille characters, several packaging companies have developed their own unique technology to add Braille characters to the surfaces of packages. In the article “Braille and Packaging” I describe successively Sleever Braille, CCL’s BrailleMarker, the AccuBraille system of Bobst and Nordson’s e.dot.

Pizza Wedges for On-The-Go

You are busy, you want a quick lunch, you crave for a pizza, you have a choice: an entire pizza and throw away what you can’t eat or choose something else and feel frustrated, or …

With the on-the-go and the one-portion market in mind and attracting people who want to eat a wedge of their favourite food at any time anywhere, without the necessity to buy an entire pizza, the Hot Pocket line of Sadia in Brazil is enhanced with the Hot Pocket Pizza, which reached the supermarket shelves in June. The novelty is that the pizza wedge with its crispy mass and rich filling is ready in 1 minute and 15 seconds in the microwave. It is available in the flavours Calabresa (a kind of dry sausage) and chicken with cheese. The Hot Pocket Pizzas are sold in individual packages.

The bottoms in which the pizza wedges sit are thermoformed from BOPP film by Emplal, while the flexible cover is converted by Celocorte Embalagens. The packages designed by Narita Design are printed by Brasilgrafica.

The pizza bottom has a special base for microwave preparation, keeping the dough crusty and the toppings succulent. The consumer just lifts the cover film from its thermoformed base and places the pizza wedge sitting in the thermoformed bottom in the microwave. The thermoformed bottom holds a laminate, called susceptor that puts extra heat where it’s needed, reducing the time preparation while browning and crisping the product.

Four years ago Sadia started to pioneer the ready snacks category, non-existent in Brazil, which led to the introduction of Sadia’s Hot Pocket line in the market. Dedicated to young people and residents of large cities, the brand has become synonymous with convenience and speed, marked by innovation and renewal of the portfolio.

This year the assortment was revived with a colourful new packaging design, modern and different, so that all items now are aligned on the same visual identity. With the launch of Pizza Hot Pocket, Sadia could further strengthen its position in this promising segment, where the consumer has an outspoken preference. In Brazil the consumption of ready-to-eat frozen lunches and snacks has grown with some 70% over the last two years, according to data from ACNielsen.
According to the same source, Sadia has consolidated its leadership with 90.5% in this market segment of frozen ready snacks/lunches/meals.
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The composite can is one of the most widely used packages on grocery store shelves. Used for food and non-food applications, available in numerous sizes with various label and barrier options as well as easy opening features. Although often seen as a simple packaging format for simple products (see my post: “EcoPak and Ecocentric - What’s in a Name?”, there are some examples of brilliant design using the composite can in the upscale market. One of these examples is the Biznaga assortment of Spanish specialties for the Gourmet and Delicatessen sector, which uses ……. read the article: “About Composite Cans and the Perfect Example.

Tri-Ply’s Ingenious Tripod-Shaped Box

Tri Ply displays one of the worlds most popular and functional cookware concepts. Tri Ply is basically two or three different metals that are laminated or bonded together to obtain the advantages of the two metals in one piece of cookware.


Windermere, Cumbria, UK based branding and design consultancy Nicepond, nominated for the Sustainable Pack of the Year Award, marks a significant breakthrough in packaging design with its Tri-Ply eco-packaging.

The innovative concept was commissioned by leading home ware and kitchen retailer, Lakeland, for its new pan range, with a very clear strategy from the outset: the new packaging would have to do justice to the modern and innovative nature of the product, create an eye-catching design, reduce cost, communicate the benefits to the consumer and be eco-friendly.

Tri-Ply’s ingenious tripod-shaped box is eye-catching for consumers whilst it also communicates the benefits of the pan range itself, which has an energy saving triple layer of stainless steel and aluminium for fast, efficient heat transfer. For the larger packs a carry home handle at the apex has been incorporated.

The final packaging design uses less cardboard, increases space efficiency for shipping and merchandising, achieves an overall reduction in waste and transportation of an impressive 50% compared with standard rectangular boxes and reflects the eco-credentials of the product.

As said this design is nominated for Sustainable Pack of the Year Award. The awards will be judged by an independent panel of experts based upon the environmental impact, design, usability and the degree of innovation of each nominee’s entry. Nicepond will join other design and marketing agencies from around the UK at London’s Grosvenor Hotel for the award ceremony on 4 November 2009.

"Raccolto di Sardegna" – Microwavable Artichokes Kissed by the Sun

Faced with a hectic life style and their budgets tightening, consumers are more and more seeking convenience and simplicity to backup their home cooking as eating out is a luxury they are skipping for the moment. Although these home-based activities help stretch their budgets, now and again everyone craves a little treat, indulging in small, affordable luxury for a special occasion. As a consequence this leads to a desire for more savoury exotics inspired by the general trend of ethnic dining. Artichokes are such an exotic.

Artichokes are a delicacy, but difficult to prepare and therefore not very popular in the common household. Either you buy artichokes green and fight to get the hard outer leaves and thorns off the plant to stay with the heart which really is the delicious part of the plant or you buy hearts in tins of which the autoclave sterilisation process have destroyed most of the delicate taste.

Wikipedia tells us that “The Globe Artichoke (Cynara scolymus) is a perennial thistle. It grows to 1.5-2 m tall, with arching, deeply lobed, silvery glaucous-green leaves. The flowers develop in a large head from an edible bud about 8–15 cm diameter with numerous triangular scales; the individual florets are purple. The edible portion of the buds consists primarily of the fleshy lower portions of the involucral bracts and the base, known as the “heart”; the mass of inedible immature florets in the centre of the bud are called the “choke.”

Delicious but hard to handle. The Italian cooperative Santa Margherita came up with a simple as well as brilliant solution. Microwaving artichokes? Nobody ever tried it before. But Santa Margherita did prepare them for cooking in the microwave and launched this novelty under the brand ‘Raccolto di Sardegna’: four ready-to-use artichokes, packaged to be cooked in a microwave.

Raccolto di Sardegna has the flavour of the sun of Sardinia slightly allayed by the sea breezes that fill the air with salt. Only here, on the plains of Santa Margherita di Pula in the south of Sardinia, the combination of sky, water and land, tilted by generations of farmers, result in extraordinary climatic conditions that make every artichoke a much desired delicacy with a rare and inimitable flavour.
The Santa Margherita Artichoke is a variety known as “Carciofo Spinoso Sardo”, because it grows on the Italian island Sardinia and it shows some thorns. Its taste is so intense and pleasant that it is locally consumed even uncooked.

The special packaging presented by Santa Margherita contains four fresh ready-to-eat artichokes. Santa Margherita took care of the product’s selection, cutting and washing. Only the “hearts” of these exceptional artichokes are left, after having removed the external leaves and all the thorns, freshly packed ready for cooking.
The cooking takes only a few steps as the packaging (without its plastic film) can be placed in the microwave straight-away with a cooking time of only 3 min. after which the artichokes are ready to be served. Microwave artichokes have a shelf-life of 15 days.

They Claim to be Sustainable, Degradable and even Compostable
As most consumers expect packaging to provide an added ‘feel eco-good factor’ by minimizing environmental impacts, many a company in these days, in its effort  to fulfil this ‘consumer-dream’,  introduces a packaging claiming sustainability, degradability and even compostability without using the 100% sustainable natural raw materials. They add degradable or compostable additives to the basic, fossil fuel based, material used. Aside from the potential negative impacts on recycling, And that is, according to Napcor, for the time being, a dubious claim and misleading in all its facets and smells like a monkey business, eye washing the consumer. ……. Read the full article

Vitro’s Perfume Bottles Difficult to Falsify - True Glow of Avon

Many products are targeted by counterfeiters when it is easy to copy their packaging. If the product manufacturer uses undifferentiated bottles and boxes the counterfeiter can easily obtain the same materials and use desktop publishing systems to print packages and create counterfeit labels.

The counterfeit market is a multi-billion dollar market. The counterfeiter prefers a strong brand since it equates to higher-priced merchandise. It is therefore not a surprise that counterfeiting perfumes is a hot item, as confusion is another ally of the counterfeiter. If there are many different, ever-changing versions of the packaging, and that’s the case in the perfume market, how is the consumer to know when a new product package arrives that it isn’t legitimate?

In an attempt to counteract the threat of counterfeit packaging of cosmetics and perfumes, Vitro is making inroads in its efforts to manufacture glass containers that are difficult if not impossible to forge.

Vitro, a leading manufacturer of the glass industry in México, has focused on developing containers with more sophisticated finishes, in terms of painting, blending and hot stamping processes, among others, that, although more expensive, at the end of the day give the benefit that they are much more difficult to copy.

Glass is the best packaging option for the cosmetic and perfume industries, as it gives a premium look to the brand and conserves the characteristics of its contents for a longer period of time including the aromas.

Glass allows for a broad range of shapes, finishes, decorations, colours and designs that fulfils any type of requirement thus contributing to the product’s attractiveness to the consumer in addition to being a material that is 100 percent recyclable. Adding anti-counterfeit decoration technologies to the design of the glass bottle might help frustrating a counterfeiting threat.

But does it really help the perfume industry? With the high frequency the perfume industry is introducing new packages and fragrances; the consumer doesn’t have any idea whether the offered bottle is genuine or fake. The use of ‘counterfeiting protected’ bottles might be useless as the ‘faker’ can introduce to the market any fancy designed bottle, mirroring or not the original, and the consumer will buy, assuming the product is genuine. It is impossible, regardless all the high tech counterfeiting solutions offered by the industry, for the consumer to separate original from fake, as most counterfeiting systems are hidden from him.
And don’t expect the consumer, while shopping, walking around with a infra-red detector or any other fancy hi-tech device in his shopping bag.
The photo in this article is an anti-counterfeiting bottle developed by Vitro for True Glow of Avon.
For the readers who like to know something about the perfume itself, here we are (they are not my words, I am not that lyrical): True Glow is a fragrance for happy woman. Jean-Louis Grauby, a French perfumeur, created it for Avon. True Glow is an optimistic and luminous floral fragrance with woody middle notes and musky base. The refreshing opening blends with sweet Fresia, mouth watering apple and crisp lemon. The note of Lotus and Passion Flower are blended with warm woody nuances in the heart of the composition. The sensual base includes Amber and Musk.

I hope when you buy Avon’s True Glow, you end up with the genuine product in your hands.

Yesterday I posted at my blog: Best In Packaging, a detailed article about counterfeiting under the title: “Counterfeiting: The Industry is on the Wrong Track”. In it: “The industry has to go back to the basics. And the basics are its consumers. It is the consumer who decides to buy. And there is no consumer willing to buy an expensive perfume or liquor knowing it is not genuine. He/she will go for the original. That means that the industry, suffering under counterfeiting attacks, has to supply a tool to the consumer. A way the consumer can easily verify whether the product is genuine or false. All covert security measures are useless and are only of interest to the company itself, the consumer needs an overt system which enables him to check the authenticity of the product.” …. read the full article

Corrugated Cardboard? No, it should be called: Embossed Cardboard

The closest Avenira’s new material comes to corrugated cardboard is that it is manufactured in several layers. It is produced in three or more layers and the middle layer, the one that is usually fluting in corrugated cardboard, consists of small bubbles in a stochastic pattern. That saying, the correct name should be: “embossed multilayer board”.

The material, developed by Finnish Avenira Oy, is a multilayer laminate delivered in sheets. With a weight area between 300 – 600 gr/m2, thickness from 500 – 1.400 microns, sheet size 720 x 1.020 cm, the material offers exceptionally high stiffness and compression in relation to its low basis weight. Its A-B-C sandwich structure provides an integrated moisture barrier. At the same time, for the composition of  the sandwich customers have a wide choice of materials, from FBB (folding box board), SBB (solid bleached board), liners, films, fabrics to non-woven materials.

The advantages of the material can be defined in three words: stiffness, smoothness and barrier. Thanks to the production method the material’s stiffness is relatively even in all directions unlike corrugated cardboard where it differs depending on design. Compared to thick cardboard paper Avenira is stiffer, while the material gets barrier layers through one or two layers of glue.
Being a three layer laminated board with mechanically embossed middle layer, the material enables high bulk and stiffness values for the sandwich construction. In spite of its lightness, Avenira is extremely rigid and offers excellent protection during transport and storage.

Because the material’s “fluting” consists of a layer of small bubbles, a very even surface is achieved that enhances printing. The attractive and colourful look due to the smooth surface enables the most refined printing. Avoided is the washboard phenomenon that easily arises when printing on corrugated cardboard, so that Avenira can go directly to offset without preprint. The creasing and folding tools are within carton rules.

The material is easily recyclable. The manufacturing, according to the company, is environmentally friendly as it requires only a small amount of energy, and eliminates the use of water or steam in its process.

These Poor Old Rheumatic Consumers - According to a report by The Center for Culinary Development (CCD), Baby Boomers, who account for a third of the US population and spend about USD 2 trillion each year, place a significantly higher monetary value on convenient packaging compared to other generations. A large part of the Baby Boomers is confronted with arthritis or hand injuries, which make it impossible for them to easily open screw caps, or for that matter packages in general.
Responding to this increasing international demand for convenient screw caps, Tetra Pak launched the Tetra Brik Edge, the packaging solution for chilled liquid dairy products, while its most important competitor SIG Combibloc introduced the new generation of the combiSmart screw cap …. continue reading

Weight Management by Olfactory Packaging Technology

What people think they taste is solely the result of inhaling odours. The tongue recognises only the five basic taste varieties. All other tastes are the result of odours. Odours enter, to put it simply, the nostril to the nasal cavity, where they are detected by the olfactory receptors and after that translated by the brain into tastes. The person gets the perception that the aroma he smells will be the taste he is ready to experience.

The olfactory packaging refers to the packaging which activates the sense of smell. Stirring these emotional senses, mainly in the cosmetic branch, might have as goal seducing the consumer to buy. For the food industry, however, it’s of more interest that a pre-programmed form can initiate an aroma improvement leading to a better taste of the product to be consumed.

Some time ago, the Natick Soldier Center, the research institute of the US Army, always in the frontlines of new technologies, initiated a study to improve the ration of Soldier Joe by encapsulating flavours, which are released as the ration is opened in the field.

With the Encapsulated Aroma Release technology, flavours are encapsulated in the structure of the polymers or polyesters during extrusion or (injection)blow-moulding. The flavours will be released at a pre-programmed moment, entering the food and improving the taste profile. As a consequence the food smells and tastes better when the package is opened.

It is getting even more interesting. As weight management has become a dominating area of interest for food manufacturers with companies looking for any potential solution to boost satiety amidst growing scrutiny of the use of health claims in markets like the EU, scented packaging may have the possibility to play a role in helping consumers to execute a weight management program.

According to a study published in the Australian Journal of Dairy Technology*), sensory satiation is probably one of the most important factors in meal termination. The study, conducted by R.M.A.J. Ruijschop and colleagues of the NIZO Food Research in the Netherlands, is cautious in its conclusions, but certainly opens a large window to the possibilities of controlling obesity through the Encapsulated Aroma Release technology.

Caution is required as Ruijschop states that although the research links aroma in food products to potential satiety benefits, the findings had not been extended specifically to scented packaging. He therefore urges caution to any possible link between pack aromas and weight control, saying it did not have research to either support or disprove such claims.

It’s up to the food industry in general and the “Encapsulated Aroma Release technology” companies like Eastman Chemicals and ScentSational Technologies to pick-up on the results of this study.

Talking about scented packaging, up till now, it’s the cosmetic industry, using scented packages to seduce the consumer to buy its products. Canadian company Transparent Packaging Inc., a pioneer in clear folding carton converting technologies, introduces the Clear Scented Box, adding fragrances to packaging graphics, that not only allows consumers to see the product, but also entices the consumer to pick the product up off the shelf to smell it. …. continue readingRelated article: “Olfactory to improve taste

*) “Induction of satiation via aroma in dairy products” Australian Journal of Dairy Technology, 2009;64(1 Sp. Iss.):50-53).

A New Look at Latin American Culture

Perfumária Natura, Brazil’s leading cosmetics industry, launched a line called Amor América, with products made with raw materials originating from the Andes and Patagonia regions. To spicing up the launch, Natura bought for USD 1 million, the rights of the poem “Amor América”, written by the famous Chilean poet Pablo Neruda, published in the book Canto General, known as the great ode to Latin America. By contract, Natura can only use the title of the poem in the campaign. Product associations to the name of the poet are vetoed.

But not only is the name special. The new Natura fragrances find their origin in beautiful and threatened Latin America. Deserts, rainforests, mountains, ice, volcanoes, colours, flavours, sounds, traditions. That is Latin America. In the Andes, Natura found the Palo Santo, a fragrant wood, traditionally used as incense in certain regions of the Cordilheira, especially Peru, Bolivia and Ecuador. The scent is meant “to express the respect that the people from the Andes feel toward the mountains and the earth.” And in Patagonia they found the Paramela, an aromatic shrub growing in the deserted and cold fields in southern Argentina and Chile. Its fragrance evokes “the wind that blows freely across the immense expanses of the extreme south.”

With a special name and exquisite products, the packages also have to be special. And they are. The bottles, stylistic reproductions of calabashes, are inspired by the crafted jars and pots of the native people in Patagonia and the Andes. The rounded shapes have definitely challenged the current packaging manufacturing processes due to its complexity. The packages were made combining several different materials including metal, glass, plastics and ceramics which allow consumers to experience different touches. The application of textures adds value and arouses positive feelings about the products, inspiring a new look to Latin American culture.

The pots and jars combining tradition and modern design explore colours, shapes and textures in abundance. They were developed by the designer of the Natura, Filomena Padrón, in partnership with the ‘Dezign com Z’ agency. The misted, ceramic-like glass bottles give a velvety feel, expressing the integration and richness of the biodiversity of Latin America. They are manufactured by Wheaton Brazil, the largest Brazilian glass manufacturer for the perfumery and cosmetics market.


The variety of the material used required a range of specialized converters and packaging companies to be involved.
MBF Embalagens supplied the spray pumps, Incom Packing the closures, while Bristol & Pivaudran supplied the aluminium anodised components. Solev do Brasil was the specialist for the bottle decoration, UV-coating, lacquering, metallization and is even able to offer sublimation.
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Sugar Cane, bamboo and ceramics belong to the oldest packaging materials used by mankind. Although fully natural and sustainable materials neither sugar cane, nor bamboo are used any longer as packaging material and even packaging made in ceramics have a special aureole and are rarely used in mass production. But traditionally saké sits in a bamboo bottle and cachaça, Brazil’s national spirit in ceramics. Modern designers … read the full article