Sunscreen packaging reflects the allusive colour palette of the summer, an imaginary pursued through the colours obtained from masterbatches.
To Larissa Vecchi, Cromex's marketing manager, summer brings the warm colours for tanning and, in allusion to the freshness, softer nuances for the range of protectors, sunscreen and moisturizers. "It's a traditional market in which the tones lead to the identification of brands." “For the last three years”, says the expert, “the brands of hygiene & beauty have redesigned the packaging of fast moving items to harmonise increasing sophistication with practicality.” “The direction of that trajectory,” ponders Larissa, “is the race for greater market participation”. “Cromex follows this movement,” concludes the executive, “with the development of individualized master formulations such as white, coloured and pearly.”
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