Sun Chemical has teamed up with ScentSational Technologies to introduce SunScent coatings, a commercially printable coating that allows any printer to incorporate scent directly onto the packaging substrate which stays inactive until consumers handle the package, trigger a release, and experience a product’s aroma.
Available for flexo, gravure and offset coating units,
SunScent coatings can be applied directly onto packaging as a spot coating and
done in-line, working with any current pressroom configuration. Stock scents
are available for SunScent coatings, but custom “signature scents” can be
developed for brands that want a unique scent associated with their product.
Unlike traditional scratch and sniff labels, the desired
scent is applied directly onto the primary packaging, including flexible
packaging pouches and other tamper resistant packages that consumers cannot
open on the grocery shelf. Additionally, the structure of microencapsulates in
the coatings are designed to prevent premature breakage during the printing
process while delivering maximum scent release.
SunScent coatings are a differentiator from scratch and
sniff, as that technology requires actual scratching to release the scent.
Scratch and sniff printers frequently report their plant smelling like the
fragrance during press runs and typically needed multiple passes to get enough
fragrance onto the substrate to create the desired effect. While scratch and
sniff stickers can be effective tools, they can also be very expensive. Not
only do they need to be printed separately, they need to be subsequently
affixed to the package. SunScent coatings are a cost effective alternative as
they are printed directly onto the primary package and do not require any additional
SunScent coatings enable brand owners to convey the positive
scent and aroma of their products at the point of sale without the need to open
the package. The custom signature scents enable brand owners to provide
consumers with a distinct scent that they can associate with positive brand
experiences, simply by touching or handling the package - a powerful tool to
aid brand identification, loyalty and drive purchase behavior. SunScent
coatings are available in food grade flavors, as well as fragrances.
“A product’s scent or aroma can create anticipation and
desire in the minds of consumers. If it smells good, they are confident it will
taste good, or perform well, and they are more likely to purchase the product,”
says Bob Lorenz, vice president of business development at Sun Chemical. “It
comes as no surprise that the sense of smell is a differentiator that many
brand owners would like to take advantage of. The challenge however, is
intriguing customers with the scent while ensuring the packaging is
tamper-resistant. SunScent coatings print the scented coating directly onto the
package itself so the scent can be released by simply handling the product, rather
According to a study by the Point of Purchase Advertising
Industry (POPAI), 70 percent of packages picked up from shelves are ultimately
dropped into shopping carts. SunScent coatings are meant to go beyond helping a
package stand out; they improve the chances of consumers handling products and
ultimately purchasing them.