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Velox produced the fully decorated plastic tubes for AHAVA using its mass production direct-to-shape (DTS) digital decorator.
Velox produced the fully decorated plastic tubes for AHAVA using its mass production direct-to-shape (DTS) digital decorator.

Velox Ltd., digital decoration solutions provider, recently announced that 30th anniversary products from international cosmetic brand AHAVA, include the first fully decorated plastic tubes to be produced using its innovative technology.

A producer of skincare and body products made with Dead Sea minerals, AHAVA selected LAGEENTUBES to produce the campaign using the Velox IDS 250, the groundbreaking mass production direct-to-shape (DTS) digital decorator for the rigid packaging industry.

The AHAVA 30th anniversary collection includes six different tube designs, featuring high-quality portrait images, continuous decoration printed 360 degrees around the tube, and solid vivid colors, a departure from the basic background, logo, and text.

“After benchmarking other suppliers that offer different DTS digital decoration, we decided to have LAGEENTUBES produce the tubes because the Velox digital decoration technology they offered showed significantly better results, allowing AHAVA to make a unique and bold brand statement in celebration of our anniversary,” said Ifat Yoffe, CMO at AHAVA.

David Deluya, Business Unit Manager at LAGEENTUBES said that the technology demonstrated the huge benefits of digital decoration on flexibility and responsiveness. The ability to demonstrate the design iterations on actual tubes ensured a quick and synchronized process between AHAVA and LAGEENTUBES.

The Velox technology operates at full production-line speed of up to 250 containers per minute at high quality and 15 simultaneous colors and embellishments, including photorealistic images, tactile embossing, no seam, and tube-to-cap printing. That means, brand owners like AHAVA can conceive of a design for mass production without limitation.

Brand owners like AHAVA can now benefit from the best of digital printing direct-to-shape because digital technology in mass scale is now a reality in the market,” said Marian Cofler, Velox CEO. “This changes everything, in terms of the speed, flexibility, workflow, and cost involved in bringing extraordinary, unique, vibrant product packaging, like that produced for AHAVA, to market.”

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