Label producer Source Labels is laying claim to the first ever 3D label on a fragrance bottle with the launch of Oriflame’s ‘Love London’ eau-de-toilette, which features deep holographic imagery by Rolling Optics.
The Sweden-based holographics specialist says its holographic images are “deeper and crisper than conventional ones”, thanks to its optical film that reflects light in such a way that the right and left eyes see different images, creating the “illusion of real depth” in the brain.
The perceived depth in the Rolling Optics 3D images can range upwards from a couple of millimeters, and are said to provide the perception of a third dimension, “not just a vague metallic shimmer”.
“In addition to deep 3D, RO optical film can create the illusion of a gliding, hovering movement and images can be seen to turn on and off,” the company adds.
Whether transparent or opaque, Rolling Optics materials can be used in labels, over-laminates, window and sealing applications and packaging film, with special needs or customized solutions catered for.
Within labelling, high-speed rotation die-cutting and flexo-printing in register are possible, with register also available in window application. Printable materials include reverse and top multicolour flexo-printing.
Tim Lowe, sales director at Kent, England-based Source Labels, says: “We’re thrilled to be at the forefront with this 3D technology and proud to supply Oriflame with this simplistic yet extreme design.”
Oriflame packaging director Brian Sparks says: “We knew from the moment we saw samples of the breakthrough 3D innovation from Rolling Optics that this technology had the potential to be a game changer in the cosmetics market.
“We have finally been able to realise that potential on one of our products. We are very impressed by the final result and feel that there are many more innovative opportunities from this amazing technology.
“We’re also proud to be first to market in the cosmetics world.”
Sparks describes the Love London eau-de-toilette line as being aimed at “the young vibrant London-goers of the world”, adding: “We feel that this cool feature really adds a vibe to the packaging design.”
The effect created by the Source/RO labels is a “powerful optical illusion” with two layers that appear to be on the inside of the bottle, creating a compelling visual effect.
According to Source Labels, based on an October 2010 neutral study in store by leading eye-tracking research company Tobii, the time spent looking at a product with a label of this type is significantly higher, at 2.8 seconds compared to 1.8 seconds for the competing product.
“A clear majority (87%) of consumers choose a product with Rolling Optics’ 3D label, compared to relevant and competing products,” the company says.
Oriflame's 'London for Her' fragrance has a ground-breaking 3D label from Source Labels and Rolling Options
