Braine l’Alleud, Belgium - After 5 years in the making, CMA IMAGING, a market leader in the integration of color management solutions and designed media for the printing industry, launches an innovative recyclable alternative to Duratran – the CMA Perfect Trans.

Clarins is the first major brand to adopt the new substrate from CMA IMAGING classified as a recyclable alternative to “Duratran” style photographic media.

Mark Sanderson, Managing Director at CMA IMAGING said: “We’ve been working on it for a long time – five years ago we tried to replicate a version of RA4 silver halide film, because that’s what all the brands specify for lightboxes,”

Early versions required lamination to achieve the same sort of glossy effect as a Duratran, Sanderson explained. But the advent of HP’s latex inkjet printing technology has proved a breakthrough.

“The key thing was to make a product that looked and felt like a Duratran, but was recyclable. With the new latex printers the gloss level matches our substrate. It looks glossy and continuous – it just looks right.”

Clarins has adopted the new film because it wanted a recyclable alternative to the silver halide Duratran-type material it previously specified.

CMA Perfect Trans, printed with HP's water-based latex inks, can be recycled in normal waste streams.

Clarins design and merchandising manager Vicky Barrett said the cosmetics group had improved its environmental impact through the use of the new film and printed on the HP latex technology.

“The solution provides stunning results and is a better fit for our environmental policy,” she said.

All the print for Clarins’ point-of-sales backlit light boxes will now be on the new CMA Perfect Trans substrate.

CMA IMAGING will feature the CMA Perfect Trans at the “Green Round Table” event during FESPA 2015 (21/05/2015, 13:00h-14:00h at the FESPA Educational HUB).

Gerardo Cerros, CEO of CMA IMAGING added: “As well as the Perfect Trans media, CMA has also developed Perfect Photo as an alternative to photographic paper, and Perfect Adhesive for self-adhesive applications, all cost effective alternatives, while fostering as a company in the printing industry, a sound responsibility to the environment”.