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February 5, 2010

Rexam Works with Natura on Aquarela Makeup Line

Rexam’s use of innovative materials, injection and sophisticated decoration techniques and its global capabilities are supporting Natura—one of the most admired companies in Brazil—as it further enhances the consumer appeal of its Aquarela makeup packaging.

This year, Rexam developed a repack for the brand’s lipsticks and compacts that addresses demand
Rexam’s Natura Aquarela compact
for ever-increasing levels of package sophistication and environmentally-friendlier materials. Developed in conjunction with Natura at Rexam’s Jundiai facility, the packaging solution includes sophisticated use of PMMA on the compact covers, silk screening on the lipstick mechanism’s sleeve and further customization of a wood plastic composite (WPC) formula that renders the wood particulates visible and appealing and allows injection flow.

The new Aquarela line is inspired by Brazilian handiworks (lace-trimmings and embroideries). This concept is reflected on the new packages that feature more brightness and transparency thanks to the use of thick walls injected in PMMA. New packages also gained a lace/flower shaped decoration, a design element that perfectly fits in the brand’s concept. On the lipstick, this concept was possible by using a silk screening decoration on the mechanism’s metal sleeve. On the compacts, it was possible by using an in-mold relief decoration. Lipsticks and compact bases are injected in WPC, a mixture of synthetic material (polypropylene), organic material (wood) and pearlized masterbatch, resulting in an interesting effect, thanks to the rustic aspects of the wood and the sophistication look of the pearl effect.

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Calgon Plans Brand Overhaul with New Packaging and Logo

Calgon is planning a total rebranding effort in 2010, including new packaging, logo, product extensions and a new marketing campaign. The rebranding will reinforce the brand’s heritage in the bath category with fresh imagery, according to the company. The new Calgon products will be on shelves beginning in March.

For decades, Calgon has been known for its “Calgon, take me away” tagline. In order to reinvigorate the brand, Calgon will re-launch with a more“vibrant” message of “confidence and escape” with new packaging designs that showcase vivid colors, bold imagery and sensual landscapes, according to the Annapolis, MD-based company’s marketing executives.

The logo has also been redesigned, including the replacement of the “o” in Calgon with a botanical flower and new script-style font for the words “take me away.”

The rebranding effort for Calgon is driven by Ilex Capital Group, which acquired the business in November 2008 from Ascendia Brands. Ilex has hired New York-based Alliance Agency as its full service communications agency.

Calgon refreshed the packaging for its moisturizing bath beads, the most popular product, which will be offered in a cylinder container in addition to its traditional box. The repackage addresses consumer requests for a more modern, luxurious bath experience. In addition, the company plans to add more than 30 new products.

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World Wide Packaging Introduces Round One Piece Tube, Flip Top Closure

World Wide Packaging, LLC debuted a 50mm round one-piece tube and a 13mm round cosmetic flip-top closure. The patent pending 50mm round one-piece tube offers more options and value-added
WWP’s round one-piece 50mm tube
features than a traditional two-piece tube without the additional expense, according to the company. There is also a snap-in feature for a bi-injection appearance.

For manufacturers that want an eco-friendly package, the tube is also available with a PCR body and cap, for a lightweight tube that is made with 70% less resin than the standard package. The 13mm round cosmetic flip-top closure is the first closure of its kind and is said to be ideal for samples, testers and over-the-counter products, said the company. The convenient flip-top also increases the value of the product.

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BASF Sells Special Effects Films Business to RMS Packaging

BASF has sold its special effects films business, marketed by BASF under the trade name Aurora, to RMS Packaging Inc., Peekskill, NY. The divestiture includes the sale of manufacturing equipment currently housed in Peekskill. In addition, BASF will transfer 12 employees to RMS. Financial details were not disclosed.

“The sale of the special effect films business is part of BASF’s ongoing portfolio review, and represents another step in our process to realign our business to ensure long term profitable growth,” said Uwe Liebelt, group vice president, dispersions and pigments, for BASF in North America.

“BASF believes that the long term interests of this business and its employees will be better served as part of the RMS Packaging organization,” added Liebelt.

BASF will retain ownership of the Peekskill facility where it also manufactures pigments, and will lease the building in which the special effects films are manufactured to RMS Packaging Inc.

RMS Packaging is a new company dedicated to the specialty films industry. With its first platform acquisition of BASF’s Aurora iridescent films business, the company seeks to be a leading supplier of specialty iridescent films on a global basis.

Padtech To Build Manufacturing Site in New Jersey

Padtech AS, a Norwegian based company that offers single use packaging and dispensing systems, has secured funding of $5.8 million from private investors and Investinor, a venture capital firm owned by Innovation Norway, which is owned by the Norwegian Ministry of Trade and Industry.

The investment has enabled Padtech AS to build its first production machine and pursue a manufacturing site of its own in New Jersey to produce Padtech Transmits by the middle of 2010, according to Matthew Grimaldi, president of Padtech AS.

Padtech’s single use packaging and dispensing system for actives—including liquids, creams, lotions, gels, ointments and powders—allows consumers to apply products onto their skin, without getting it on their fingers.

The pad is comprised of multi-layers of materials allowing for an area for the user’s fingers to be fully protected in a pocket, the storage layer that allows the active to be filled and stored, the custom layer that comes in contact with the surface and the top sealing layer that allows for the complete protection and shelf life.

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Maesa Helped Fresh Cosmetics Ring Up Holiday Sales

Maesa Packaging supplied Fresh Cosmetics with its holiday setup boxes. The collection featured five distinct sets: Hesperides; Frankincense Myrrh and Gold Oval Soap Trio; Frankincense Myrrh and gold Candle Trio; Brown Sugar; and Sake Experience.

Each box, designed by Fresh, featured intricate floral patterns, printed four spot colors with a matte lamination. Maesa also manufactured the bright white styrene vacuum for trays in each box. The set was adorned with a decorative charm hand tied around each box, according to the company.

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Alcan Packaging Beauty Tapped by Dr. Pierre Ricaud

Dr. Pierre Ricaud has chosen the Sliding Brush from Alcan Packaging Beauty for its new powder, Poudre Soleil. The violet ABS Terlux compact is silkscreened with silver lettering and uses transparency to showcase the brush in this 3-in-1 pack.

“Today’s women are looking for convenient, fast and high-quality makeup solutions that match their lifestyle. With this innovation, we offer them the equivalent of a quality brush, a pressed powder compact and a mirror, all in one object,” explained Michel Limongi, creative director at Alcan Packaging Beauty.

As a real on-the-go solution, the Sliding Brush delivers all the features of a compact and a professional brush in an original, functional pack, according to the company.

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Pretium Packaging To Merge with Novapak

Provider of custom blow-molded packaging solutions Pretium Packaging LLC is partnering with Castle Harlan Inc., a New York-based buy-out firm, in a deal that will merge Pretium and PVC Container Corporation. PVC is the parent of Novapak Corporation, which is owned by Kirtland Capital, a Cleveland-based buyout firm.

The combined business will generate more than $240 million of blow-molded bottle and injection molded pre-form sales to more than 500 customers from 14 manufacturing facilities in the U.S. and Canada. The new entity will retain the name Pretium Packaging; it will be headquartered in Chesterfield, MO, and managed by the current Pretium management group with certain members of the Novapak team.

The transaction is scheduled to close in the first quarter of 2010. The founder and current owner of Pretium, Keith Harbison, will be a significant minority shareholder in the combined business and a member of the company’s board of directors.

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