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Eastman Announces European Availability of Embrace™ Copolyesters for Shrink Film


Shrink film resins enhance shelf-appeal with 360-degree graphics

Kingsport, Tenn. Eastman Chemical Company announces the availability of its Eastman Embrace™ copolyesters for shrink film, enabling European brand owners to deliver maximum shelf impact with 360-degree graphics. Shrink films manufactured with Eastman’s copolyesters, including Embrace™ and Embrace™ LV, hug the contours of uniquely shaped bottles, further enhancing appeal at the point-of-purchase.

The Embrace™ family of copolyesters for shrink film allows the entire package surface to be used for product promotion. With a 360° billboard, package designers have more creative flexibility to effectively and powerfully communicate the product’s main benefits, grab consumer attention and differentiate their brands. Additionally, films created from products in the Eastman Embrace™ family of copolyesters can be printed faster and more efficiently than other films, resulting in cost savings.

Eastman Embrace™ copolyesters present good clarity, printability and toughness. With a shrink rate of up to 80 percent, films manufactured with Embrace™ copolyesters contour more closely to complex curves. Embrace™ LV, which stands for low shrink force and versatile shrink curve, includes copolyesters with the same characteristics as Embrace™ but with 30% lower shrink force. This reduction in shrink force makes the material ideal for thinner gauge bottles because the full-body shrink labels will not distort their shape during manufacturing.

Products in the Embrace™ family of copolyesters for shrink film deliver environmental benefits for consumers and brand owners alike. Embrace™ LV copolyester is more tolerant to down-gauging and requires up to 20% less material per label. Further, the supreme printability of shrink films produced with Embrace™ copolyesters allows companies to replace secondary packaging, such as boxes, with shrink film to provide eye-catching designs with less packaging waste.

“The consumer desire for captivating and environmentally friendly packaging is undeniable,” said Michael Hartmann, Market Development Manager at Eastman Chemical Company. “Our Embrace™ portfolio of products will enable brand owners throughout Europe to deliver innovative package designs while using less material.”

Embrace™copolyesters provide superior print-, slit- and seam-ability, and reverse printing results in unrivaled clarity and gloss. For inspirational package designs, visit


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