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Shiseido opts for dramatic colour effects

BASF’s Variocrom Colour Variable Pigments – inorganic, multiply coated flake-like pigments which display different shades of colour when viewed from different angles – have been used to provide striking shelf impact for Shiseido’s latest cosmetics packaging.

The company’s new Beauty Voltage skincare products utilise Variocrom Magic Red K 4411 to give a ‘flip-flop’ effect, with the pack outer changing from red to gold when rotated to emphasise the exclusivity of the brand.

Shiseido was reportedly impressed both with the unique colour change effects and the high process stability offered by the BASF pigments, used in both PP and PET pack variants. Beauty Voltage is sold exclusively in Japan.