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10 février 2014
PR Service Graphique and PO Groupe print
fragrances
A specialist in the design and sourcing of packaging, coffrets and paper-made
communication tools, PR Service Graphique has partnered with PO Groupe, for the
marketing of a brand new process that allows applying a fragrance on four-colour
printed cards.
The two French companies and members of the
Cosmetic Valley have presented the new
process at the last edition of the PCD
tradeshow, which was held in Paris on 5- 6
February 2014. « This is unprecedented, »
emphasizes Petra Roth, founder and CEO of PR
Service Graphique. « This technique allows
applying a fragrance directly on the CMYK
colour printing, with a extremely accurate
reproduction quality, » she adds.
New opportunities
This patented innovation now offered by PO
Petra Roth
Group opens new perspectives to olfactory
marketing, including for perfume brands.
Indeed, the fragrance can now be integrated
directly onto brochures, greeting cards, business cards, printed fragrance blotters,
coffrets, paper flowers … together with the printing.
Several brands such as Dior and Lancôme, have already tested it in preview. For
instance, Lancôme has entrusted PR Service Graphique the design of an embossed,
carved, mobile and scented microfiber insert for « La vie est belle ».
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All types of paper
Actually, in order to have a perfect compatibility, the fragrance is not mixed with
the ink, but applied after printing. Thus, the paper is not impregnated. « The
technique enable us to limit undesirable odours, without requiring the fragrance
micro-encapsulation, » explains Petra Roth.
Lancôme, La vie est belle - A cut-out mobile
insert that literally hangs by a thread,
enclosing the scented component (in
partnership with PO DREUX) in its centre.
With microfiber texturing that sculpts and
enlivens the fragrance, giving it a unique
allure in the press.
According to PR Service Graphique, the process works with all types of papers and
cardboards commonly used in high-end printing. However, preliminary tests are
required for each fragrance to ensure its correct restitution.
The fragrance suitable for the printing is made in France, but the printing itself can
be localized in China, depending on the project’s requirements.
Vincent Gallon
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