Dow is targeting the North American label market with the launch of two Invisu acrylic adhesives into the continent for the first time.

The Invisu 4200 is a clear-film adhesive suitable for high-end labels on beverage, food, and health and beauty products. The adhesive offers excellent adhesion to low surface energy substrates and has strong water whitening resistance, the chemicals giant claimed.

Aimed at the e-commerce sector, the Invisu 3400 is a water-based adhesive that works best on corrugated surfaces. Dow said the 3400 adhered well to all different types of boxes even at lower temperatures, helping to fulfil the current “explosion” in demand for online deliveries.

Following a period of testing and optimising Invisu products with customers in North America, Dow said that from a “development-cycle standpoint” it made sense to bring the two adhesives to the market now.

The company added that it would continue to develop and test new Invisu grades at its Pack Studios innovation centres, working with its customers on improving recyclability across all packaging components, including labels. It hinted at a North America rollout of a wash-off Invisu adhesive in the near future.

“Dow is investing in the label industry and launching new Invisu acrylic adhesive technologies at a time when the market is hungry for innovation,” said Mike White, senior marketing manager for adhesives at Dow’s Packaging & Specialty Plastics (P&SP) business.

“As a full-service supplier of both acrylic pressure-sensitive adhesives and silicone release coatings, Dow is uniquely positioned to help our customers maximise label and packaging cost efficiencies.”

Dow said it remained committed to label innovation by playing role in key industry associations such as the Pressure Sensitive Tape Council and the Tag & Label Manufacturers Institute.

The company is also running a series of label-focused webinars, including ‘Total Solutions for Labels’, which took place on Wednesday (16 September).

“Our investment in the label industry helped us identify key market needs to focus on, from the rigours of e-commerce shipping to the minimalist, no-label look that many brands want,” said David Keely, field technical service manager for adhesives, Dow P&SP.

“The Invisu acrylic adhesives portfolio immediately addresses those demands, providing label production efficiency and adhesion to keep up with e-commerce growth, and clear-film adhesion for clear-on-clear labels.”

Dow also confirmed that its Robond pressure-sensitive adhesive range would continue to be available in North America. The Robond range covers a number of markets, including tapes and labels, release coatings and liners, signage and protective film, graphic arts, textile and non-woven binders and formulation additives.

White said: “We are really in a unique position to help our customers maximise cross-efficiencies across multiple label needs and materials. Dow is a full-service provider of acrylics, which came through Dow’s acquisition of Rohm and Hass, while our silicon release coatings are a result of our acquisition of Dow Corning [now Dow Silicones].”