The two French companies and members of the Cosmetic Valley have presented the new process at the last edition of the PCD tradeshow, which was held in Paris on 5- 6 February 2014. "This is unprecedented," emphasizes Petra Roth, founder and CEO of PR Service Graphique. "This technique allows applying a fragrance directly on the CMYK colour printing, with a extremely accurate reproduction quality," she adds.
New opportunities
This patented innovation now offered by PO Group opens new perspectives to olfactory marketing, including for perfume brands. Indeed, the fragrance can now be integrated directly onto brochures, greeting cards, business cards, printed fragrance blotters, coffrets, paper flowers … together with the printing.
Several brands such as Dior and Lancôme, have already tested it in preview. For instance, Lancôme has entrusted PR Service Graphique the design of an embossed, carved, mobile and scented microfiber insert for "La vie est belle".
All types of paper
Actually, in order to have a perfect compatibility, the fragrance is not mixed with the ink, but applied after printing. Thus, the paper is not impregnated. "The technique enable us to limit undesirable odours, without requiring the fragrance micro-encapsulation," explains Petra Roth.
According to PR Service Graphique, the process works with all types of papers and cardboards commonly used in high-end printing. However, preliminary tests are required for each fragrance to ensure its correct restitution.
The fragrance suitable for the printing is made in France, but the printing itself can be localized in China, depending on the project’s requirements.
