In order to promote the program, the US hit TV comedy "The Fool's Deeds" needs to print a series of TV guide cards that can distribute Oreo cookie flavors. After many inquiries, they finally found that they could meet this "impossible task." The printing house Concord Litho. Concord Litho, a printing company based in New Hampshire, United States, is one of the market pioneers of this innovative process for scent printing, even though the family-owned printing company founded in 1958 has a current turnover of only $42 million. 215 employees, 7 web presses and sheet-fed presses, and 1 bookbinding machine, but they can print more than 1,000 flavors, from grass to chocolate, on most materials, and maybe only in the world. A family.
Unlike traditional scent printing
"Scented tapes" generally appear in fashion magazines as a promotional method for perfume companies to create new types of perfumes. They consist of a gel-based slurry, which in turn mixes a certain percentage of glue and seals it in a paper strip. When the paper strip is uncovered, magazine readers can smell more intense flavors. However, because of the large size of these sachets, it is difficult to maintain stability and often burst before people open the tape. This is also one of the reasons why many airline magazines are not allowed to post perfume advertisements. In addition, it also does not have a longer shelf life and greater dissemination value. Sachet technology completely solves the problems encountered in traditional aroma printing. First, sachet technology embeds flavors in a new type of polymer capsules. Because the capsules are small and very hard, they not only resist the damage caused by high temperature and high pressure during the printing process, but also because the sachets are transparent to the printed materials. The quality of the image basically has no effect.
Another benefit of capsules is that if they are not rubbed, they do not actively scent, which makes the fragrance unfriendly to the environment. It also meets many postal regulations and publication requirements.
Custom scent marketing If you just improve the scent printing process and you're done, the Concord Litho Printing Company will not be compelling in this market. In fact, their market magic is that they can provide customers with customized scent printing. According to research conducted by the Point of Purchase Institute, an independent research institute, a survey of 30,000 purchases of 4,200 consumers in 14 cities revealed that 68% of shopping decisions were not planned in advance. When the labels of foods, cosmetics and other commodities can emit the odor of the products themselves, the consumers can initially understand the products inside the packages through the odor. Even if the consumers do not have a clear shopping plan at that time, it is believed that when he smells his interest, When smells, the sales of products at the shopping site will be much higher.
This is why many mass consumer products companies have a special liking for the packaging services provided by Concord Litho Printing Company.
The first customer of the Concord Litho Printing Company was a cosmetics company and they wanted to find a way to create a small sample of perfume that would not interfere with the environment.
In order to produce custom scents, Concord Litho Printing Company cooperated with New York company Scentisphere and introduced sachet technology from Germany. Finally found a set of unique perfume sample printing solutions that are both cheap and meet customer requirements.
Since then, Concord Litho has also designed and produced a special shampoo-scented packaging label for a shampoo company because they found that 70% of shampoo consumers in supermarkets would find ways to open the packaging of the product and smell it inside. Aroma, again decide whether to buy. The scent label solves this problem.
It is not difficult to print scent
Who says that the new process must be difficult? At least this new type of scent printing is simple.
According to AliWestcott, marketing manager of Concord Litho Printing Co., it is only necessary to perform conventional printing as the fifth color unit after CMYK's traditional four colors, and to obtain multiple flavors on the same printed matter, then increase. A number of units that specialize in sachet printing can, for example, have six Oreo cookies on the “Fools and Deeds†television guide card. So when printing this kind of print, Concord Litho used four The unit prints CMYK and the six unit print fragrance finishes. The entire printing process is basically indistinguishable from ordinary printing, so it is basically unaffected in the production cycle.
However, not all printers are suitable for the aroma printing business launched. In fact, Concord Litho Printing Co., Ltd. has used 4 years of continuous testing and production to obtain rich production printing experience and material test data for aroma printing. Years of experience in professional scenting printing has enabled Concord Litho to provide customers with the most cost- and time-saving production methods based on different printing requirements and printing materials, and this is the main reason why customers choose it.
At the same time, custom scent printing will increase by approximately 5 to 7 weeks compared to regular printing, and is mainly used to configure sachets with specific scent.
Customers who are generally scented to customize requirements are aware that adding scent to a product is actually indirectly increasing the customer's response rate, and that the value created by these scentes far exceeds its production costs. Therefore, any cost paid for a particular fragrance will be considered reasonable by the customer.
However, in order to better serve customers, ensure their own competitive strength, and also reduce unnecessary costs, Concord Litho Printing Co., Ltd. pays special attention to the collection of fragrances in the production process. For example, they print a candy cane at the customer's request. When it comes to festive flavors such as gingerbread and Christmas trees, they believe that this widely accepted smell, which can increase the enjoyment of the public, is very worth collecting for use in future business. "It is our valuable asset to establish a complete fragrance system for customers to choose from," said AliWestcott, marketing manager of Concord Litho Printing Company.
Broad market prospects
In addition to the aforementioned examples of perfume samples and shampoo packaging, this new type of fragrance printing has a very broad market prospect.
Because this sachet is rubbed by the market for high abrasion resistance and high temperature resistance, it is extremely small, so that the fragrance printing will not be affected even if it is used in in-mold labels that require high temperature treatment. It is important to know that the in-mold label is the majority of cosmetics. The most common form of packaging for personal care products. Of course, sachets can also be used in screen printing, flexo printing and gravure printing, and the process requirements are obviously not so strict, so that more extensive processing can be performed on the basis of aroma printing.
There is a demand for fragrance marketing, I am afraid there are food!
Because the sachet is safe and non-toxic, it is made entirely of synthetic materials. In the allergy test of ink, the likelihood of the sachet to trigger an allergy is far lower than that of traditional inks. It does not actively scent, and it also has the characteristics of “aroma switchâ€. It satisfies the requirements of postal services, environment, etc. At present, this kind of aroma printing has been applied to the packaging of cereal foods. It is believed that more flavor packaging will be applied to various “flavored†food packaging in the future.
In addition, such attractive scent printing does not require high requirements for the printing process, printing materials, etc. Compared with traditional printing, the cost only increases a little, and the impact on the product cost is very small.
Maybe one day, don't be surprised when you receive a "live and fragrant" newspaper. Maybe this will happen tomorrow!