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Innovations and trends in coatings

Coatings03 Innovations and trends in coatings –

Liquid Blue, Ferric Red and Pyrisma™Turquoise, new effect pigments withimproved performance for novel stylings

05 Merck with Ducati Monster at the Eurocoat

02 Content effekte 1|2008

Imprint effekte 1| 2008, January 2008 Published by: Merck KGaA, PLS/Pigments, Frankfurter Straße 250, 64293 Darmstadt, Germany, Telephone +49 6151 72-9914, Fax +49 6151 71-9833; Responsible: Dr. Alois Seidl; Editorial office: Nathalie Schiek;Photos: Merck KGaA, SIGN Kommunikation GmbH, Herbal Hispania, Brand Central Station, Burnus GmbH, L'Oréal, koziol »ideas for friends GmbH, Cebos Color s.r.l., Ernst Diegel GmbH; Text: mind movecommunication; Concept and Production: SIGN Kommunikation GmbH, Frankfurt/Main, Germany, www.sign.de; Printed by: Thomas-Grafische Veredelung GmbH & Co. KG, Gelsenkirchen; Printed on: ZANDERSikono silk, 170 g/m2, www.ikono.de.

The following printing inks and varnishes were used in printing the front page and back cover: Front page: Offset printing: 4c; Offset coating: Iriodin® 6103 Icy White + UV varnish; Back page: Offset printing: 4c; Offset coating: Iriodin® 6103 Icy White + UV varnish

Printing05 Impressive styling book –

Color Compendium now available06 “Black & White” – Merck at the Drupa 200806 Versatile, striking wallcoverings

Brand and product security07 Pharma Secure Chain Conference 2007 –

Making the pharmaceutical market forgery-proof

Markets07 Magic Moments –

Merck with Candurin® at the FIE 08 New on the market –

Exotic, elegant, natural

Cosmetics10 Girls only! – Merck inspires the cosmetics

market for teenagers with a tool for teens and tweens

10 “Spice up your cosmetics!” – Merck at the 54th Sepawa Congress

Plastics11 Æffect Your Design!2 – Masterbatch

demonstration set for effect stylings

Trends12 Experts on the theme: colors, trends and

marketing – Contrast requested: pearl lusterand matte effects – Interview with SilverioMeroni from Cebos Color

Service14 Book Suggestions14 latest topic – Glass plate with fiery luster15 Customer Forum15 Exhibition Calendar

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content04

editorialMultitude of effects

With three new effect pigments – Liquid Blue, Ferric Red and Pyrisma™ Turquoise – Merck offers new styling potentials and improvedperformance in coatings. Along with the pigment innovations, the cover story also introduces the current trends in automotive coatings:white and multicolor effects. In the series “Experts on a theme: colors, trends and marketing,” Silverio Meroni, founder of Cebos Color inItaly, discusses sought-after contrasts in sophisticated wallcoverings using dispersion paints. Merck uses the motto “Black & White” toexpress the tension between opposites at the Drupa 2008. The new edition of the wallcovering sample book, which we introduce in thisissue of the “effekte” under the headline “Versatile, striking wallcoverings,” was presented already at the Heimtextil in January 2008. Alsonew is the demonstration set “Æffect Your Design!2” developed especially for the masterbatch industry, which illustrates the varyingimpacts of effect pigments in different types of polymers. The “Girls Only!” care products and color cosmetics for teens and tweens are targeted toward the cosmetics industry. With pigment innovations, inspiring tools and selected application examples, this “effekte” spansthe whole variety of effect designs.

At this time we would like to extend our heartfelt thanks to Sandra Ramge, who has taken on new tasks at Merck Darmstadt, for herambitious and dedicated editorship. Under her leadership throughout the last eight years, the “effekte” has continued to transform anddevelop to meet your expectations. We wish you much enjoyment and inspiration while reading this issue.

Dr. Alois Seidl Nathalie SchiekGeneral Manager PLS/Pigments Editor-in-Chief

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The “innovation kitchen” at Merck continuously generates new effect pigmentsfor specific segments and requirements. Liquid Blue, Ferric Red and Pyrisma™Turquoise are the names that stand for completely new types of styling potentials. In this context it is also worthwhile to take a look at the latest automobile shows. They confirmed the strong trend toward white, but also that coatings with the multicolor effect pigment Colorstream® are gainingground, above all outside Europe.

Pyrisma™ Turquoise – outstanding chroma and optimized performance in coatings

Following Pyrisma™ Green, Blue and Indigo, Pyrisma™ T40-25 SW/WNTTurquoise is the fourth pigment within the new product line which Merck iscurrently introducing. On the basis of an optimized mica particle size distribu-tion and a specially-developed titanium oxide interference layer, the new pigment displays a unique saturated color in the spectrum from blue to green.With its extraordinary chroma and brilliant appearance Pyrisma™ Turquoise setsa new benchmark for interior and exterior coatings. The special characteristicsof this pigment open up new dimensions for innovative stylings to designers.

The concept behind Pyrisma™ was created through a close cooperation between Merck and coating manufacturers. The new pigment line covers amuch larger color gamut than currently available pigments, and offers optimized performance in coating application. With Pyrisma™ Merck sets a new standard with regard to chroma and performance.

effekte 1|2008 Top topic 03

The following printing inks and varnishes were used in printing this spread:left page: Offset printing: 4c + Biflair® 66A; Offset coating: Iriodin® 6103 Icy White + Iriodin® 7217 Ultra Copper + UV varnish;

right page: Offset printing: 4c; Offset coating: Iriodin® 6103 Icy White + UV varnish

Innovations and trends in coatings

Continued on page 4

Liquid Blue, Ferric Red and Pyrisma™ Turquoise, new effect pigments withimproved performance for novel stylings – the trend color white and coatingswith multicolor effects in the automotive sector

Liquid Blue – silky texture in fine blue

T81-23 SW/WNT Liquid Blue is the name of another innovative developmentfor novel stylings in coatings. The main feature of this new effect pigment isits small mean particle size, but at the same time it offers high color satura-tion combined with excellent color purity. This brilliant and very fine bluegives coating designers the possibility to create stylings with a silky texturewith an almost non-flake appearance. With pigments available up to now, afiner particle size was always accompanied by an increase in random lightscattering, which led to a milky dullness in the coating, especially at flatobservation angles. With a new coating process for the titanium dioxide inter-ference layer coupled with exact process control, the Merck developers suc-ceeded in distinctly reducing the scattering and hence – despite the finenessof the pigment – created a very brilliant and pure blue. With its silky texturethis super fine mica pigment opens new dimensions in color design.

Ferric Red – noble red with homogeneous texture

F80-51 SW/WNT Ferric Red is a new pigment tailored entirely to specificrequirements. It is an advancement on iron oxide type Iriodin® pigments. Thedevelopers at Merck optimized the technical properties of the new pigmentfor excellent performance. Its special feature is its unusual color intensity thatenables interesting new stylings. Ferric Red – as a classical red iron oxide-micapigment but based on an optimized particle size distribution – is distinguishedby its intensive chroma, higher color purity and novel texture. “Thanks to itsoutstanding color properties as well as the pure and clear appearance, inten-sive red stylings can be created with Ferric Red,” says Guido Olbers of MerckDarmstadt. “The appearance of Ferric Red is sophisticated and homegeneous.”

Whether Pyrisma™ Turquoise, Liquid Blue or Ferric Red, all three new pigmentsfulfill the highest quality requirements for coatings and guarantee an excel-lent stability against humidity and UV light. The improved performance wasachieved not only by optimized particle size distributions, but also by specialcoating technologies. All of Merck’s new product lines developed for the coat-ing industry set new standards with regard to color and processing, and openup new styling possibilities – for example for automotive finishes or for colordesigns in the teletronic area.

New white tones and multicolor effects in car coatings

The spectrum of dominating achromatic colors in the automotive sector hasbeen enhanced in 2007 by the trend color white. Car models displayed at theautomotive shows in Geneva and Frankfurt am Main at the end of 2007 testi-fy to this. Around 50 percent of the white models had a pearl effect finish.Many manufacturers, however, also presented their show models in coloredeffect coatings. While the European market demonstrates a strong trendtoward white, in the non-European markets more and more colors with effectpigments from the Colorstream® product family are appearing. Colorstream®multicolor effect pigments are being used increasingly in the high-end segment as well as for mainstream OEM coatings in the USA, Australia andJapan. Currently the number of OEM color tones with Colorstream® amountsto 25. The latest effect pigment introduced to the market, Colorstream® LapisSunlight, has been received especially well in the automotive sector due to itsmajestic color travel from precious gold through elegant silver-green to adeep blue.

The “urban landscapes” around the globe will show which stylings the de-signers are inspired to by the new effect pigments and which colors andeffect coatings win the race with auto enthusiasts.

04 Top topic effekte 1|2008

Continued from page 3

effekte 1|2008 Coatings/Printing 05

The following printing inks and varnishes were used in printing this spread:left page: Offset printing: 4c; Offset coating: Iriodin® 6103 Icy White + UV varnish;

right page: Offset printing: 4c + Biflair® 66A; Offset coating: Iriodin® 6103 Icy White + Iriodin® 7217 Ultra Copper + UV varnish

Merck with Ducati Monster at the Eurocoat

Since the 1970s, the Eurocoat has been one ofthe most important trade fairs in Europe for thecoatings industry. The trade fair takes placeevery year, alternating between Spain, Franceand Italy. Following the big successes in 1996 inGenoa, 2000 in Turin and 2004 in Rimini, it onceagain opened its doors in Genoa, Italy fromNovember 6–8, 2007. With its growing presencein the branch, following Germany, Italy is themost important market for the coatings industryin Europe. Merck used the forum with its 7000 contacts from over 60 countries to presentits innovative effect pigments under the motto“Effect Pigments for Coatings.” The star ofMerck’s trade show display was the Ducatimotorcycle Monster S4RS White Pearl with a

coating which owes its dazzling appearance toIriodin®. Stylings from the most diverseapplication areas and markets were designedwith effect pigments from the Miraval®, Xirallic® and Colorstream® product families. The range of exhibits and demonstrationmaterials was comprised of coating and powder coating applications as well as printingapplications on metal, foil, plastic and leather.The presentation of the new product linePyrisma™, which was specially developed for the coating industry, was another focal point at Merck’s trade fair stand.

In one reference guide – the new Color Compendium – Merck presents 26,000color and luster effects. The one-of-a-kind effect pigment styling book displayseffect pigments in preprint and overprint varnish in combination with offsetprinting and UV top coats. For the various color effect luster combinations, 16 effect pigments from the Iriodin®, Colorstream® and Miraval® product

groups were used. Each effect pigment shows its special performance on 12 color panels. What’s unique about this is the opportunity to see the variety of styling possibilities with effect pigments in real applications. The work is interesting not only for the graphic industry, but also for all creativeprofessionals, marketing experts and other persons looking for an effectivesolution for their products. The Color Compendium can be ordered from the e-mail address welcome@color-compendium.com for 180 Euros including packaging and excluding value added tax and shipping. Detailedinformation about the unusual styling book and the ordering process is available at www.color-compendium.com.

Impressive styling bookNow available: the Color Compendium with 26,000 different color effect luster combinations

Printing

Ines KahlertMerck KGaA, PLS/Pigments/PPSFrankfurter Straße 25064293 Darmstadt, GermanyPhone +49 6151 72-4744Fax +49 6151 72-914744e-mail: Ines.Kahlert@merck.de

The coating with Iriodin® effect pigments gives the Ducatimotorcycle Monster S4RS White Pearl a striking appearance.

06 Printing effekte 1|2008

When Düsseldorf once again becomes the meeting place for the printingindustry from May 29 through June 11, 2008, Merck will be ready with a 70-square-meter stand concept that highlights its variety of effects under themotto “Black & White.” “The motto lives from the tension between opposites,from the polarization, from contrasts that also currently find expression in art,interior design and fashion,” says Ines Kahlert from Merck Darmstadt. Nearthe “Brand Protection” PrintCity Competence Center, Merck makes the hugedifferences among effects visible through the interplay between contrasts andvarious surfaces. The focal point will be exhibits with sophisticated-looking,consciously composed color/effect combinations.

Merck will show demo materials and samples refined with effect pigmentsranging from labels to folded boxes that are conceived primarily for thepackaging area. The exhibits will be complemented by strikingly designedmaterials from the textile, wallpaper and paper coatings industries.

The demonstration materials created in cooperation with partners from theprinting branch, including suppliers, are geared not only to printers, but alsodesigners, production experts and brand manufacturers. Besides the decorativeeffect designs, Merck also will use the Drupa 2008 to present its concepts

against product and brand forgery. Thus, the international stand team from Merck will have a broad spectrum of new, fascinating information and demonstration materials ready for the trade audience.

Merck will demonstrate its variety of effects representing the opposites black and white at the Drupa 2008

“Black & White”

Wallcovering motifs on Ahlstrom paper Kaemplex LW 2 with Iriodin® Solar Gold … … and a mixture comprised of Miraval® Magic Gold, Magic Lilac and Magic Green.

Versatile, striking wallcoverings

The wallcovering sample book “Ideas for Wallcoverings – Water meets Plastisol,”shows fascinating color and effect ideas on non-woven fabric and paper. It has been published as a limited edition just in time for the Heimtextil trade show which took place from January 9–12, 2008. Merck already presented awallcovering book at last year’s trade show for home and object textiles, whichwas very well received and encouraged designers to enter into discussions withtechnicians. The new edition is even more colorful and elegant. With matte/lustereffects, with flitter and effect pigments, hot embossing and soft-touch, it offersstill more variety.

Based on three selected wallcovering trend colors – dark green, dark brown and beige-yellow – the wallcoverings refined with effect pigments show 16 different stylings. Their unique effect is created through the overprinting of three individual stylings. Innovative effect pigments from the Iriodin®,

Colorstream® and Miraval® product families were used in the samples. While the 2007 wallcovering book was printed with purely aqueous systems intwo machine runs, the current samples required only one machine run in acombination of aqueous acrylate systems and solvent-containing plastisolsystems. With this new approach – and trend in the wallcovering industry –various surface appearances are achieved. The printing was executed in rotationsilkscreen printing on the test printing machine PD4/600 from Stork Prints fromThe Netherlands on three subtrates from Ahlstrom: raw non-woven fabric,smooth non-woven fabric and paper. Additional partners were M-Design, aspecialist for wallcovering design, the refining expert Follmann, and Saueressig,responsible for the color separation. Thus, in addition to the presentation ofunusual wallcoverings, the book also gives a small insight into the range ofservices of the participating companies.

Wallcovering sample book from Merck and partners

Stand C62 in Hall 6

The following printing inks and varnishes were used in printing this spread:left page: Offset printing: 4c; Offset coating: Iriodin® 6103 Icy White + UV varnish;

right page: Offset printing: 4c + Biflair® 66A; Offset coating: Iriodin® 6103 Icy White + UV varnish

effekte 1|2008 Brand and product security/Markets 07

Pharma Secure ChainConference 2007Making the pharmaceutical market forgery-proof

Around 140 participants met from October 10–12, 2007 at the 4th PanEuropean Pharma Secure Chain Conference in Amsterdam, Holland todiscuss ways of making pharmaceutical products forgery-proof. Among the participants were security experts and specialists from pharmaceuticalcompanies such as Abbott, Merck, Novartis, Pfizer, Sanofi-Aventis andmany more.

Special attention was paid to the authentication of products at differentlevels in the process chain – from the manufacturer to wholesaler, customs authorities and police to pharmacist and patient. Merck presentedsecurity products that are based on optically variable pearl luster pigmentsas a highly effective means to prove authenticity. The visual effects are combined with invisible security features whose detection is possibleonly with on-site special devices. An even higher level of security isachieved through the use of forensic marking substances that can be verified only in certified laboratories. The security pigments can be appliedin conventional printing processes such as flexo, gravure or screen printing,as well as in offset varnishing. The key areas of application are primary

and secondary packaging of medications, that is, folded boxes, blister foilsand labels.

According to data from the International Marketing Services (IMS) Health, yearly damage to the pharmaceutical industry through productcounterfeiting totals 22 billion US dollars.

The next Pharma Secure Chain Conference will take place on October 22-23, 2008 in London.Further information: www.pharmasecurechain.com

Magic Moments Merck with Candurin® at the FIE

From October 30 to November 1, 2007, Merck used for the third time theFood Ingredients Exhibition (FIE), Europe’s largest food additive trade fair, to introduce its Candurin® pigments to the trade audience. The trade showdisplay in London revolved around the mineral pearl luster pigments withthose unique color effects that were developed especially for the food andpharmaceutical industries and are approved in Europe, the USA and in manyother countries as food colorants.

Not only the pigments themselves, but also their various applications in the form of product samples such as sweets, coated tablets, baked goods,fruit gummies, chewing gums, chocolate and food supplements refined withCandurin® were shimmeringly presented. Visitors were impressed by theappearance created with Candurin® which confirmed the saying “one alsoeats with the eyes.” “The biggest magnet were the energy and fun drinkswhich almost magically attracted manufacturers from every country with their innovative and unique pearl luster effects, and which matched our stand motto ‘Magic Moments,’” says Ralf Schweinfurth of Merck in Darmstadt.

The next FIE will take place in 2009 in Frankfurt am Main. The Candurin® team sees the “home match” as an invitation to exceed their success in London.

08 Series – New on the market effekte 1|2008

Exotic, elegant, natural

Natural cosmeticselegantly packedThe Yalia natural cosmetics series from dennree made itsmarket debut with a fresh and elegant appearance. Theleading wholesaler for organic food and natural cosmeticsdistributes the Yalia care products exclusively throughorganic goods retail stores. The Brand Central Stationdesign agency in Hamburg developed the brand andpackaging design for the product portfolio including facecare, body cleanser and care, hair care and teeth care. Thedesign visually centers around the unusual and exoticingredient combinations from rose-bamboo, aloe-lemon tosea buckthorn-mandarin. Iriodin® effect pigments in thepackaging and plastic container underscore the exclusivityof the Yalia products. A new type of interpretation ofnatural cosmetics was achieved with the packaging design:elegant, emotional, surprising and extraordinary. Thecosmetics series is available in German-speaking countries.

Bionature for hairThe company Herbal Hispania offers five hair care products under the umbrella brandHerbal Nature to the Spanish market and in Andorra. The products of the cosmeticscompany combine the latest advancements in hair care technology with the pleasanteffect of natural ingredients. The Bionature line comprises Colour Lumière for shiningcolored hair, Hydration Rich Crème for dry and dull hair, Anti-Rotura Résistance for finehair, Lisse Absolute to straighten curly hair, and Rizos High Definition to revitalize anddefine curled hair. The caps for the transparent plastic bottles were produced by Beauty & Pack S.L. and refined with effect pigments from Merck. The Spanish colorspecialist Nuevas Técnicas de Coloración S.L. created the color mixture for this.

effekte 1|2008 Series – New on the market 09

The following printing inks and varnishes were used in printing this spread:Offset printing: 4c; Offset coating: Iriodin® 6103 Icy White + UV varnish

Golden teatimeTea aficionados are excited about the Audrey gold edition from Koziol. The tea strainer in the shape of a flower was created for all those who lovefreshly brewed tea above everything. The strainer fits in almost every teacup and has just the right size for a single serving of tea. The bicolored flower petals of the gold edition are refined with effect pigments from Merck. The color effects are created by means of a specially-developed technology, andthanks to the random color travel, each flower is an original. The color pairs Murano red-gold, violet-gold, white-gold, red-gold and black-gold are available in the gold edition.

Caring powderPerfect Match Mineral from L’Oréal combines the light feelingof a powder with the perfect result of a liquid foundation. The powder series is inspired by the pleasant effect ofminerals. In the research laboratories at L’Oréal in Paris, anatural and absolutely pure mineral powder compound hasbeen selected – with active ingredients and natural mineralpigments that adapt to skin color. Perfect Match Mineralcontains a filler from Merck which enables a smooth, evenapplication and a good adhesion. The powder with the caring minerals and sun protection factor 15 is made entirelywithout perfume and preservatives. It is available in the skintones Golden Sand, Golden Beige, Honey Glow, Creamy Beigeand Honey, and can be applied perfectly with the integratedapplication brush.

Golden shimmering lucky charmThe aromatic bubble bath “Glücks-Zauber” (Lucky Charm) from the Litamin Wellness &Care series by Burnus is an homage to India. Its scent conjures up an exotically sensual atmosphere in the bathroom. The bubble bath blends valuable active ingredients from traditional Indian culture to create a luxurious combination: genuine saffron gilds the bath water and caresses the skin. Its spicy scent pampers the senses, while aroma of mandarin revitalizes and encourages inner stability. With Indian-lookingornamentation and golden shimmer, the bottle design – refined with Iriodin® gold luster pigments – awakens associations of the luxurious ambiance of Indian palaces. The label, also designed with Iriodin®, comes from X-label selbstklebende Etiketten GmbH & Co. KG in Gebesee, Germany.

10 Cosmetics effekte 1|2008

Cosmetics for teenagers is one ofthe worldwide growing markets.Merck has developed the tool“Girls only!” especially for that segment. The two-stagedemonstration set is composedof personal care products andcolor cosmetics. It’s directedtoward cosmetics manufacturerswho already serve the teenager

market segment and/or develop products for thistarget group. The demonstration set is designed forgirls between eight and twelve years (tweens) aswell as for those between 13 and 17 years (teens).The fun factor plays an important role for both agegroups. Intensive colors, a pleasing fragrance,delicious flavors, luster, and glitter are a “must” for tweens. Teens, on the other hand, respond toanything new, and they follow and create trends.

Merck’s product samples are exactly tuned to theneeds of both target groups. The refreshing showergel “Ocean Blue” fascinates with its glitter effects,made possible thanks to Ronastar® Aqua Sparks.Oxynex® ST Liquid stabilizes the product’s color

system. The hip yellow “Exotic Hair Care” condi-tioner owes its sparkle to Ronastar® Silver andexcites with a sweet banana scent. Timiron® BF-1001 supports the microbiological stability ofthe cosmetic formula. The day cream “TwinklingTouch of the Sun” completes the personal care set. Dihydroxyacetone provides a delicate colortone to the skin, while Ronastar® Silver sets glit-tery accents. The fragrant fruity “So Glam Gloss” conjures a shimmering rose tone on the lips, whileRonastar® Red Sparks, Ronastar® Noble Sparks and Xirona® Volcanic Fire add a glamorous appeal.The delicate purple “Lovely Eye Shadow” with Timiron® Supersheen MP-1001 is applied simplywith the fingertips. Ronastar® Purple Sparks andTimiron® Splendid Violet lend it an extravagantluster.

The slogan “Let’s try … and have fun!” applies not only for the girls, it can also be taken as aninvitation for cosmetic manufacturers to beinspired by “Girls only!”

The annual October Sepawa Congress has developed into a major event on an international level for the chemical/technical industries. The 54thcongress took place in mid-October 2007 in Würzburg, Germany. Around1400 trade experts and executives of the detergent and cleaners branch,from cosmetic manufacturers to perfumers, used the forum to exchangeinformation and opinions. Among the approximately 30 speakers, XeniaPetsitis from Merck Darmstadt introduced the world of effect pigmentsunder the title “Spice up your cosmetics!” She explained to the tradeaudience the structure, effect and benefits of effect pigments, andemploying application examples, showed a variety of impressive effects.Using Xirona® Le Rouge, she covered the topic “Red in Cosmetics.” Thecongress offers companies the opportunity to present their product orservice portfolio at their own stand. With impressive exhibits Merckshowed at its stand how thanks to Timiron® Synwhite 40, for example, a precious satin shimmer unfolds in nail polish, lip gloss or shower gel.Innovative cosmetic active ingredients like RonaCare® AP and RonaCare®Bioflavonoide were additional thematic focal points of the stand, arousinggreat interest among domestic and foreign raw material suppliers.

“Spice up your cosmetics!”Merck at the 54th Sepawa Congress

Girls only!Merck inspires the cosmetics market for teenagers with a tool for teens and tweens

effekte 1|2008 Plastics 11

The following printing inks and varnishes were used in printing this spread:left page: Offset printing: 4c + Biflair® 66A; Offset coating: Iriodin® 6103 Icy White + UV varnish;

right page: Offset printing: 4c + Biflair® 66A; Offset coating: Iriodin® 6103 Icy White + Iriodin® 7217 Ultra Copper + UV varnish

Merck has developed a new demonstration set, “Æffect Your Design! 2” for themasterbatch industry. With the intention of combining effect with practicalimplementation, the demonstration set is geared less toward designers, butrather first and foremost toward technicians. The set clearly illustrates howthe effect pigments behave in various polymers.

“With each individual object of the set – comprised of waves, car shapes,tablets and switch components – we not only want to present our new effect stylings,” says Silvia Rosenberger of Merck Darmstadt, “We also want to make clear how the type of polymer affects the styling. Therefore theeffect pigment, polymer and shape combination for each piece of the set was very consciously selected.” A total of six polymers were employed:polypropylene (PP), polyethylene (PE), acrylonitrile butadiene styrene (ABS),styrol/acrylonitrile (SAN), glass fiber reinforced polyamide (GRP) andpolycarbonate (PC). “We use waves and car shapes to demonstrate theversatility of styling possibilities with polypropylene. Polycarbonate is

employed for the switching components because it is a technical polymer.With this we want to illustrate how flow lines can be reduced by the type ofstyling. PP, PE, ABS, GRP and SAN were used for the tablets in order to showthe effect of various effect pigments in different types of polymers,” explainsRosenberger. Effect pigments from the Iriodin®, Colorstream® and Miraval®product families, including the Miraval® Scenic series, unfold their specialexpressiveness in the individual formulations.

The set bridges the presentation of effect varieties and technical realization ofthe stylings in a particular mass-dyed polymer. Whether translucent stylingswith Colorstream® or those that captivate with their fascinating interplaybetween absorption pigments and effect pigments – each individual objectimpressively demonstrates the effectiveness of the pigments in the respectiveplastic. Gold stylings can be seen in three variations: with silver pigments,with pure gold pigments and with a mixture of gold, interference and bronzepigments. Also extraordinary is a blue with gold effect, based on a mixture ofblue absorption pigments and interference gold.

Æffect Your Design! 2

Masterbatch demonstration set for effect stylings

Plastics

Silvia RosenbergerMerck KGaA, PLS/Pigments/PPSFrankfurter Straße 25064293 Darmstadt, GermanyPhone +49 6151 72-3446Fax +49 6151 72-913446e-mail: Silvia.Rosenberger@merck.de

12 Series – Experts on the theme: colors, trends and marketing effekte 1|2008

Contrast requested: pearl luster and matte effects

Cebos Color, with headquarters in Osio Sopra in the northern Italian province of Bergamo, was founded in 1997. The company specializes in thedevelopment and production of special effect dispersion paints that are distributed by a nationwide network of qualified distributors in Italy.“effekte” spoke with Silverio Meroni, the company founder and head of Cebos Color, about current tendencies in the dispersion paint market.

effekte: What is the philosophy behind Cebos Color?

Meroni: Cebos Color was created with the mission to exclusively producenatural and synthetic dispersion paints for surface decoration. We offer acomplete color range of products that are easy to apply. Our philosophy isdirected toward improving the quality of life through a conscious use of color in environments.

effekte: In which application areas are your biggest strengths?

Meroni: Our specialization is in the decoration of wall surfaces, which thanks to our comprehensive products and systems that reflect trends in interior designhave attained an increasing degree of popularity. We’re pleased that ourportfolio also sparks the creativity of less experienced users who enhance thevalue of houses of millions of people thanks to the realization of unique effectswith our dispersion paints.

effekte: How did the cooperation between you and Merck come about?

Meroni: We have worked with Merck since the founding of our company. Wewere familiar with Merck as a manufacturer of Iriodin® effect pigments. Wewent directly to Merck when we started to develop our pearl luster paints. Since1998 we have been using numerous Iriodin® effect pigments in our dispersionpaints. The Merck effect pigments have an outstanding quality, and thanks totheir consistent quality, every effect color can be repeated perfectly.

effekte: In or on which materials are effect pigments being used?

Meroni: We use Iriodin® in our acrylic water-based systems, in materials forglazes, decorative stucco work and natural waxes.

effekte: What criteria influence the color and effect choice in wall design?

Meroni: Keeping in mind that color choice is always a subjective matter, theconstant exploitation and promotion of new effects coming from manu-facturers like us through tools such as color brochures and photographic catalogs showing artificial environments help determine the end user’s choiceof color.

effekte: What trends are emerging today in the use of effect colors in interior design?

Meroni: The current trend for wall paint is the contrast between lustrous pearlcolors and matte colors. This contrast serves merely to improve the aestheticvalue of the environment.

effekte: What will tomorrow’s effects look like?

Meroni: Future trends lay in effect colors that raise the value of environments,whether they are classical or contemporary in design. Wall designs also aregaining a tactile effect similar to the effect currently in vogue in textiles, as well as to the so-called “soft-touch” effect.

Cebos Color stands for the finest in dispersion paints

effekte: How do the demands on design and effect differ in the markets ofvarious countries?

Meroni: Owing to its tradition and culture, Italy belongs to the most creativeand dynamic markets. Thus when it comes to trends and tendencies, Italy alsotakes on the reference role for many other countries.

effekte: What are your customers’ reactions to your designs with effectpigments?

Meroni: Our clients welcome with interest and openness the new presentations of wall designs, which are created on the basis of constantinnovative research.

effekte: What is your next big project in which Merck effect pigments will be used?

Meroni: One of our important projects, for which we will use Iriodin® effectpigments in warm tones, is the development of “Cebostyle Antico” for the“Pearls of Oriente” collection, highlighting the interplay of pearl luster pigmentsand the charm of the Orient.

effekte: What do you expect from an innovative pigment manufacturer such asMerck?

Meroni: Continuous updating of pigment innovations, collaboration and support for the constant development of new colors, as well as informationabout market tendencies.

effekte: Mr. Meroni, thank you for this discussion. We wish you continued success.

The following printing inks and varnishes were used in printing this spread:left page: Offset printing: 4c +; Offset coating: UV varnish;

right page: Offset printing: 4c + Biflair® 66A; Offset coating: Iriodin® 6103 Icy White + Iriodin® 7217 Ultra Copper + UV varnish

effekte 1|2008 Series – Experts on the theme: colors, trends and marketing 13

Silverio Meroni (pictured on the right with his team colleagues) has 30 years ofexperience in the wall design sector in regardto research, development and commercializa-tion. About ten years ago he decided to usehis experience and entrepreneurial skills to launch Cebos Color. Today he works with a team of 15 employees.

14 Service effekte 1|2008

latest topic • latest topic • latest topic • latest topic • latest topic • latest topic

Book SuggestionsMichael Erlhoff, Tim Marshall

Design DictionaryPerspectives on design terminologyBirkhäuser Verlag in Basel, Switzerland has published the first comprehensivedesign dictionary. It offers the conceptual base for an international discourseabout design and serves as a reference for everyone concerned with design andwho are interested in it. The approximately 260 articles are penned by over 100authors from Australia, Germany, England, Japan, The Netherlands, Austria,Switzerland, the USA and elsewhere. The foundational work on the topic ofdesign foregoes any illustrations, but rather stresses its design through the use of Iriodin® effect pigments. The classical, austere typography on the front coveris swathed with a playful layer of shimmering arrows.

468 bound pages; Softcover; German and English; Publisher: Birkhäuser,www.birkhauser.ch; ISBN 978-3-7643-7739-7; 39.90 Euros

Holger Rust

Geist! (Mind!)The power of clever heads in management and marketingNot the brain, but rather the mind is the fundament of intelligent management,so claims the thesis of Holger Rust. With his ingenious and provoking book heturns against neuroeconomy or neuromarketing as a worldview model. He thinksit’s time for the mind to be rediscovered and advanced. He develops his point of view from his precise analysis of what is known about the mind’s mode ofoperation from the interdisciplinary work between sociology, psychology andneurophysiology. It is explained step-by-step how the linked power of the mem-bers of all levels of hierarchy create the unmistakable spirit of each company in a completely individual way. The author demonstrates how mental blocks – originating from unimaginative, sectoral business intelligence – can be creativelyovercome.

204 pages; Brochure; German; Publisher: Gabler, www.gabler.de; ISBN: 978-3-8349-0328-0; 24.90 Euros

Glass plate with fiery lusterThe Ernst Diegel GmbH with headquarters in Alsfeld, Germany is known for its high-quality

coatings to decorate glass articles for table settings. A true decorative highlight is the glowing

red plate designed with Iriodin® Lava Red. The effect pigment excited the application technicians

at Diegel while testing new pigments thanks to its extraordinary color intensity. It showed its

styling strength and luster when used in the environmentally-friendly and highly-durable

water-based glass coating systems that Diegel developed for, among other things, cosmetic

packaging or beverage bottles. The great brilliance and transparency of the Diegel glass coating

systems show the effect pigment to its best advantage. Thanks to its fiery luster, the red class

plate brings elegance to the table throughout the whole year.

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effekte 1|2008 Service 15

Customer Forum

Nathalie SchiekMerck KGaAPLS Commmunication ManagementFrankfurter Straße 25064293 Darmstadt, GermanyPhone +49 6151 72-9914Fax +49 6151 71-9833e-mail: Nathalie.Schiek@merck.de

Dear Readers!We have established the customer forum in the “effekte” as a way to intensify our dialogwith you. We have talked to several readers on the phone and others have written to us.We have printed a small selection of these conversations for you. Share with us your experiences, expectations and desires. For this, our customer forum is open to you.

We’re looking forward to hearing from you.

Editorial deadline: March 25, 2008

Personal inspiration“I came across the ‘effekte’ several years ago and read it regularly. After it arrives it circulatesaround our offices. For me personally it serves as inspiration for new packaging design. It’sinteresting to see what possibilities can be created with Iriodin® effect pigments. We use Iriodin® pigments ourselves for oil varnishes and in our bronzing machines, only in smalleramounts however. Our customers come primarily from the tobacco industry and theirdemand traditionally is directed toward bronzing.“

Mathieu Siemons, Production Head, Drukkerij Vrijdag, Eindhoven, The Netherlands

The original as a standard“We are a reproduction and printing company and specialize in printing as true to the origi-nal as possible. For example if a cosmetics manufacturer uses a Merck cosmetic pigment fora shimmering lipstick, we print the product’s advertising materials with the correspondingeffect pigment. For this purpose we have been working for the last four years with a hybridoffset printing machine with chamber blade coating system with which we can achieve fantastic silver, gold, interference and flip-flop effects. I find the ‘effekte’ all around success-ful. I save all the magazine issues and like to use them in order to show our customers thelook of a particular effect pigment on printed paper.”

Ralf Lemkau, Manager/Owner, Foag & Lemkau GmbH, Munich, Germany

The touch decides“Our company supplies paints and coatings for the automotive, aircraft and shoe industries.For more than a decade and across many branches, the trend has gone toward lustrous andshimmering surfaces that in terms of color and aesthetics match the whole design conceptof the product and/or the manufacturer’s corporate design. Especially in automotive interiordesign, great value is placed on instrument surfaces and steering wheels that not only visually impress, but also feel warm and smooth. This special tactile quality can be obtainedby special coatings which we mix with Iriodin® effect pigments. What interests me mostreading the ‘effekte’ is about where trends are going in the future and what applications and surface effects are already possible.”

Herbert Holz, IT Manager and Trained Coating Engineer, Bomix Chemie, Telgte, Germany

The following printing inks and varnishes were used in printing this spread:Offset printing: 4c + Biflair® 66A; Offset coating: Iriodin® 6103 Icy White + Iriodin® 7217 Ultra Copper + UV varnish

Exhibition Calendar

78th International Automobile Showwww.geneva-palexpo.chMarch 6–16, 2008Geneva (Switzerland)

Middle East Coatings Showwww.coatings-group.comMarch 10–12, 2008Dubai (United Arab Emirates)

in-cosmetics International Trade Show for Cosmetic Ingredients www.in-cosmetics.comApril 15–17, 2008Amsterdam (Holland)

FiCEEFood Ingredients Central & Eastern Europecee2008.fi-events.comApril 22–24, 2008Warsaw (Poland)

Interpack Processes and Packagingwww.interpack.comApril 24–30, 2008Düsseldorf (Germany)

DrupaInternational Trade Fair for thePrinting and Media Industrieswww.drupa.deMay 29–June 11, 2008Düsseldorf (Germany)

www.effekte.merck-pigments.com is your service link when you want to order information and demonstration materials about our effect pigments. The attached online form there is available to you also to set upappointments and to announce address changes. We look forward to hearing from you.

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A gold mine of styling possibilities

Merck KGaA · PLS/PigmentsFrankfurter Straße 25064293 Darmstadt, GermanyPhone: +49 (0)6151 72-9914Fax: +49 (0)6151 71-9833www.merck-pigments.comwww.merck4cosmetics.com

EMD Chemicals Inc.Pigments Division480 Democrat RoadGibbstown, NJ 08027, USAPhone: +1 856 423-6300Fax: +1 914 785-5894www.emdpigments.com

Merck Ltd.PLS/PigmentsArco Tower, 5F8-1, Shimomeguro 1-chomeMeguro kuTokyo 153, JapanPhone: +81 3 5434-4743Fax: +81 3 5434-4708www.merck.co.jp