Green and Low-Cost Holography Comes with Aquafresh

Is it hard to be both eco-friendly and low-cost when it comes to creating cartons with holograms. GlaxoSmithKline Consumer Healthcare assures that it not always that hard. To prove their opinion they have created a smooth and glimmering packaging for 6-oz Aquafresh White & Shine toothpaste.


Thanks to a new printing technology, the new packs with a holographic rainbow effect, glimmering with green, is easy to recycle and reuse. The packaging is based on the innovative HoloBrite™ filmless holographic technology, which is combined with metallic ink produced by Henkel North America. The approach involves applying a holographic effect in-line, which is combined with Henkel’s MiraFoil metallic coating.

«Traditional holographic packaging contains a laminated layer of metallized polyester that does not remove easily from the paperboard, making recycling very difficult. This package has no polyester or metal content. As a result, there is no impact to typical paperboard recycling streams,» notes Michael Larocca, Packaging Development Manager for GSK Consumer Healthcare.