Merck KGaA launches a new umbrella brand, Iriotec, to stand for its entire line of functional pigments for printing and plastics applications in the future. Following in the footsteps of Iriodin, the brand that for 50 years has set the standard for decorative pigments, the new Iriotec brand will stand for high technology, quality and innovation in the area of functional solutions. Merck is currently working on a comprehensive brand architecture for functional pigments to bring the existing brands Lazerflair, Solarflair and Micabs under a common roof.
The new Iriotec brand is designed to imply a new line of technical solutions while respecting the long tradition of Merck in the development of effect pigments. It transfers the positive associations related to the Iriodin brand - research and development, reliability and easy application - and converts them into a promise of quality for the new line of products.
Functional pigments are pigments that give special qualities to materials, making them for example heat-reflecting or sensitive to laser light. A worldwide survey commissioned by Merck confirms that professionals in the business see great potential in the development of functional pigments.
Merck continues to invest heavily in research and development to guarantee the continuous development of high quality products and innovative solutions for printing and plastics applications. The introduction of an umbrella brand for all functional pigments serves to secure the unproblematic extension of the product-palette in the future.
Merck will be presenting its new umbrella brand IriotecTM at the Laser World of Photonics exhibition, New Munich Trade Fair Centre that will be held from May 23 to 26, 2011, Please visit us at Stand 526 in Hall C2.
(http://www.world-of-photonics.net/de/laser/start)
