Customer service has become more critical than ever, with converters and brands seeking solutions that will differentiate their products on the shelf. L&NW recently had the luxury of meeting with three experts from FLEXcon, who detailed how the company ensures that the right materials get to their customers. Melissa David, product marketing manager of packaging, Ross Hodnett, product marketing manager of durables, and Lori Bitar, product marketing manager of healthcare explain the importance of customer service and selecting the right products for your unique applications.

Q: Where is FLEXcon seeing the most demand for labeling materials currently?
Bitar: At the onset of the pandemic, we saw a surge in label materials for packaging – for household cleaners and personal care applications such as hand sanitizer and soap, as well as food and beverage due to folks eating at home more. Pharma also saw a surge, first in label materials for Covid-19 test kits and OTC meds. As the vaccines came online, focus turned to materials for tamper-evidence and cold chain storage, in particular for vial and syringe labels. We continue to see high demand across the board in the pharmaceutical sector. As things have started to open back up, we’re seeing high demand in the durables sector as OEMs catch up on business that was lost during the peak of the Covid shutdown. We’re also seeing overall growth in this market sector separate from the pandemic.

Q: How important is collaboration and education when dealing with customers to make sure they get the right materials for their applications? 
David: With material demands high and supplies tight, many converters have been forced to source materials from alternative vendors. When these situations arise, it’s important to obtain as much information about the end use application as possible – application surface, expected exposures, durability requirements, etc. – and work with the customer to identify an appropriate substitute based on the application requirements. Converters will ask for a product that’s equivalent to a competitor’s product, but quite often no direct substitution exists, in which case recommending for the application is critical. Furthermore, an alternate supplier could have technology that’s better suited to the application than the product a converter had been using, but unless the requisite information is shared and taken into consideration, it may never be discovered.

In the pharmaceutical industry, in particular, there has been a trend toward redesigning packages to reduce environmental footprint and meet new compliance guidelines. However, there is a reluctance to change any label material component, and in the minds of pharmaceutical manufacturers, package redesign does not necessarily equal label redesign. The assumption is that the same label materials they’ve used in the past will work for these new packages, so they may not share substantive changes with their label converters that could impact material selection, sometimes with disastrous results. Anytime the supplier, label converter and pharmaceutical manufacturer can have a meeting of the minds regarding application needs and collaborate on product selection, it’s more likely that an optimum result will be achieved.

Q: How does the process differ between selecting materials for durables and packaging? And can you give a brief overview of the process for each?
Hodnett: The key to making an appropriate product recommendation is understanding the application needs and matching them with a product that fits the bill. There is an overarching framework that applies to all markets – basically a process of elimination based on certain criteria – the application surface and possible exposures. These include external exposures such as abrasion, moisture, chemicals, temperature extremes and weather, as well as product contents. These initial questions rule in certain product components and rule out others. The next level is printing and converting technology – again across all markets. Answers to such questions will determine topcoat and release liner technology and may impact film choice as well.

At this point, product selection may diverge among market segments because unique application requirements come into play as well as regulatory compliance, such as UL/cUL and CSA for durable goods labeling. While there are currently no regulatory requirements in terms of label durability for pharma, specific sterilization techniques and desired security features will impact material selection. For consumer goods, the ability to withstand moisture and product contents is critical. FLEXcon conducts rigorous product testing to meet the most common needs and to qualify products for regulatory compliance such as UL. For some applications, however, additional testing may be required to ensure product suitability, and this is where FLEXcon’s technical service and lab capabilities shine. Our DAP-certified lab performs UL testing for additional application surfaces and chemical exposures, as well as weathering, abrasion testing, heat aging, adhesive whitening, ice chest, pasteurization and more.

In all cases, a label is being printed, so the processes for each market are more alike than they are different. The product needs to print and convert well, it needs to comply with any applicable regulations, and it must remain adhered and legible for the life of the product.

Q: What materials have been the most popular?
Hodnett: Polypropylenes and polyesters are the most popular film choices due to their easy of converting and print receptivity when an appropriate topcoat is added. Both are also cost-effective options for a multitude of applications. Polyester is particularly popular for its durability in harsh environment applications such as outdoor power equipment and power tools, automotive and aerospace, and electronics labeling applications. The FLEXcon NEXgen line of products offers a well-rounded mix for durable labeling, including an innovative outdoor-durable polypropylene, flexible white vinyl and several polyester options. The line simplifies the selection process for printers and OEMs based on performance requirements and desired aesthetics, while featuring cross-platform printability and improved availability. On the packaging side, recyclability of plastic containers has become a major focus, and brands are seeking label materials that will enable it. FLEXcon’s optiFLEX ecoFOCUS line does this via its V-52RE wash-off adhesive, designed to facilitate the recyclability of PET containers. Expansion of the line with products for HDPE recyclability is expected this summer.

Q: How has FLEXcon’s customer service benefited converters over the past year?
David: Early on in the pandemic, FLEXcon pivoted quickly to enable our Customer Experience team to work successfully from home, minimizing the chance that multiple representatives might be out simultaneously due to a Covid outbreak, and thus ensuring continual support for our customers. With the early spikes in packaging product orders, and the supply disruptions following the weather emergency in Texas and resulting force majeure, our customer service representatives have become the customers’ champions, working together across our multiple locations, and searching for stock where they might not look otherwise, to fulfill customer needs. 

Q: What do customers need to know about durable materials when coming to FLEXcon?
Bitar: Successful product selection for durable labeling applications is always about performance requirements and testing to those requirements to ensure application success. To make a suitable product recommendation, it is imperative that we fully understand the conditions to which the label will be subjected, such as chemical and heat exposures and outdoor life. If UL compliance is a requirement, then we must also understand any surface challenges as well as the print technology and ink colors that will be used. Our DAP-certified lab can test to those specifications, making for easy and cost-effective product adoptions into a customer’s UL file.

Pharmaceutical labeling brings its own set of durability challenges. While there is no ASTM standard for pharma, labels will typically be exposed to some sterilization method which can potentially damage label materials not designed to endure it. Additionally, where the ability to track and trace pharmaceutical products will be mandated by the Drug Supply Chain Security Act, effective November 2023, label legibility and adhesion are critical. 

Q: How has your supply chain functioned over the past year?
When the pandemic began, a task force was formed, and contingency plans put in place to mitigate any supply disruption and ensure continuity of production and customer support functions. The subsequent force majeure of adhesive suppliers following the weather emergency in Texas has resulted in disruption in raw material supply throughout the industry. By working closely with our suppliers, with whom we enjoy strong relationships, we have been able to minimize the impact on our customers.