Seamless aerosol can maximizes graphic space for travel size hair spray

Food & Drug Packaging, Jan, 1999 by William Makely

Ecoly International is a California-based manufacturer and distributor of hair products for salon use, including its popular 10-ounce Oak Tree Finishing Aerated Hair Spray in a 1.7-ounce travel size. The product gets its name from the oak tree extract included in the formulation, an element which is a natural thermometric--a substance designed to protect hair from damage during the use of heat-styling tools.

While Ecoly's products are primarily for use by salon professionals, some distributors do sell direct to consumers as well. In recent years, a demand became evident for a travel hair care kit that would enable Ecoly users to take their preferred products with them on extended trips.

Reducing the standard hair spray aerosol to a travel size presented the company with several packaging challenges. First, the container selected would have to be completely recyclable, in keeping with Ecoly's earth-friendly commitment. But it would also have to be able to carry the company's distinctive brand logo in a large enough format to be noticed. Also, necessary print information would have to be readable.

After reviewing several options, Ecoly chose a 35mm seamless aluminum aerosol, produced by CCL Container's Advanced Monobloc Aerosol Div. The extruded aluminum container is completely recyclable, and since there is no side seam, all usable graphic area is maximized.

"That was essential," says John Schneider, Ecoly's vice president of marketing. "A seam would have further reduced the usable print area already severely curtailed by miniaturization."

CCL decorated the aerosols, too. Its graphics specialists successfully reduced Ecoly's distinctive logo--an intricately detailed scale that represents the company's commitment to a balance of product performance and environmental responsibility. The logo is printed in bronze, burgundy and black against a background of white enamel.

"This sleek, lightweight recyclable container is also industry-compliant, underscoring our commitment to corporate responsibility," Schneider points out. The Oak Tree dispensing system meets current volatile organic contents (VOC) regulations--and is expected to comply with newer and more stringent regulations soon to be issued in California, so the package and product are an ideal match.

Ecoly is pleased with the result. While it's too soon for sales to be a significant indicator, Ecoly reports that informal customer response has been positive.

For more information from CCL Container, Advanced Monobloc Aerosol Div., call (914) 238-0810 or mark Item #585.

In a nutshell

Goal: Maximize graphics space on a downsized aerosol

How: Adopt a seamless aluminum can

Result: Maintain brand equity and readability in a new format