SHINY STEALS THE SHOW (A look at films, foils, and holograph

The subtle approach has taken packaging that may have formerly incorporated flashier materials to new levels of sophistication. Smith elaborates, "Many cosmetics companies go for foil's look because where film is shiny, foil can offer a more subtle finish, and liquor companies like the soft sophistication it can add to a box of fine scotch, without the higher cost of metallized or holographic films."