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SUPER-CLEAR POLYMER CONVEYS ELEGANCE OF EXCLUSIVE DESIGNER TOILETRY
A container made from Eastman Chemical Company’s ‘Glass Polymer’ copolyester resin was the first choice for ‘Kingdom’, the latest toiletry product under the Alexander McQueen designer label, thanks to the material’s crystal-clear properties and high resistance to breakage. The launch of Kingdom - a new shower gel - is part of a continued extension of the Alexander McQueen brand, whose success has been built around one of the fashion industry’s most recognised talents in the last decade. A compelling pack presentation for Kingdom was needed to convey the quality and originality for which the brand is internationally renowned – and ensure the new product is safe to use in a bathroom environment. The Glass Polymer was the clear choice for a number of reasons. Firstly, its chemical properties enable exceptional light transmission rates - above 90 per cent - when the material is converted into a container. This means that the material retains its transparent qualities, matching the pure look and feel of glass, even when the container walls are thick. Such was the case with the Kingdom container, which required a double-layered construction, a clear inner layer being necessary to prevent the pigment from the red outer layer from reacting with the contents. Furhtermore, the same chemical properties give the packaging material a combination of strength and flexibility, so the package is resistant to shock, and will not fracture when dropped. This offers important safety benefits and ensures the integrity of the brand throughout the product’s life-span. Kingdom is provided in 200ml (6.6fl oz) containers manufactured by PRP Creation of Oyonnax, France who converts the Glass Polymer material by the co-extrusion blow-moulding process. Mr. Charles Pileur, the packaging specifier at YSL Beauté, which owns the Alexander McQueen label, comments on the choice of the copolyester: “We required a packaging solution that expressed the core values of the Alexander McQueen label – luxury, elegance and originality. At the same time, being a bathroom product, it was equally important that the product is safe to use and will not break if dropped. The unique combination of sturdiness and clarity offered by the Eastman Glass Polymer has met our expectations admirably and made an important contribution to a successful product launch.”
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