Release Liners
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Release Liners to the converter, since there is a trend toward end-users levying fines on suppliers responsible for downtime on production lines, Wanted: A Better as well as the cost of reprinting or re-converting the job. However, this is not the main cause for concern: Large end-user companies have a choice in the labeling or product decoration tech- Knowledge Base nologies they employ, and any major or recurring failure in self- adhesive label performance could lead them to switch. Today, there A leading specialty converter explains why are plenty of alternatives to the “traditional” self-adhesive laminate: we need more education on release liners. direct print, linerless labels, shrink sleeves, and in-mold. Two of the major technical problems that were highlighted by By Ann Hirst-Smith AWA Alexander Watson Assoc. Zaccone will be familiar to readers: silicone skip (resulting in poor label dispensing from the liner), and its opposite, over-coating of uzanne Zaccone, past president of Tag & Label silicone (resulting in label movement on the web, poor converting, SMfrs. Inst. (TLMI) and president of Graphic and poor dispensing). Several converters no longer specify any- Solutions Inc., spoke at the recent North Amer- thing other than polyester liners for high-speed labeling applica- ican Release Liner Conference organized by AWA tions; and when, for any reason, polyester liners are unsuitable, Conferences. Her topic was “Release Liner Ap- converters increasingly are specifying glassine for its enhanced die- plications from a User’s Viewpoint,” and her mes- cutting, stripping, and application properties compared to super- sage was unequivocal: “Converters are not as calendered kraft. educated as they should be regarding liners. And S. Zaccone The actual silicone system employed on a liner is also some- their education, in my opinion, is key to working at solving prob- thing of a mystery—but essential if a converter is to make an in- lems at the converter and end-user level.” formed decision on the laminate required for a particular applica- Zaccone came to this conclusion following a series of interviews tion. The attributes of the various systems are completely with her own production staff and managers and with about 30 different—but again, the industry makes it difficult for the con- TLMI converter members, in which she asked for input on the chal- verter to compare them, since no two companies use the same lenges they have faced both in converting self-adhesive laminates testing and measurement methods. Says Zaccone, “The same size, and in working with their customers, the end-users. width, angle, and adhesive should be used to test all lin- She says, “Even though the liner is thrown away, ers, regardless of supplier. A good plan of attack converters believe it is as critical to the overall would be to develop industry standards.” performance of the end product as the mate- rial and inks that provide the message. Collaboration and Communication Good die-cutting and stripping are heav- Zaccone says her company, Graphic So- ily dependant upon the ability to cut the lutions Inc., likes the challenge of face and adhesive cleanly without nick- “something strange, challenging, or ing the surface of the liner. Having a untried,” and in addition to self-ad- very uniform, dense surface (the anvil hesive labels, converts aluminum effect) to cut against is critical. The re- nameplates, polycarbonate panels, lease level is also critical to good con- PCBs, electroluminescent lamps, verting and dispensing, and building RFID antennae, and thin and flexible good silicone holdout into the liner is batteries. Many of these are leading- paramount. Consistency of release to a edge technologies, and she says, “the ul- converter and an end-user is essential: low timate success of these seemingly differ- release can be as bad as high release.” ent challenges hinges on collaboration and communication.” She extrapolates this con- Sticky Situations cept across the whole of the supply chain and em- Many problems faced by converters today are the re- phasizes the need for converters to be able to see “the sult of their end-user customers’ demands for lower-cost labels— big picture” in order to do their jobs to their own satisfaction— and their own efforts to replace high-performance laminates with and that of their customers. lower-cost constructions that simply cannot meet the die-cutting Her message to the self-adhesives industry is clear: “If the sili- and stripping criteria. Such compromises only can be achieved suc- cone liner supplier, adhesive supplier, material supplier, convert- cessfully from a good knowledge base—and as far as release liners er, and end-user work closely together, ask a lot of questions, and are concerned, converters do not have that. develop specifications that meet everyone’s requirements and abil- Zaccone cited a number of instances of release liner “problems” ities, then everyone wins.” that resulted in product failure, and in some cases shut down pack- aging lines for days. Solving the problem on hand can be a chal- Editor’s Note: AWA Conferences’ first North American release liner confer- lenge in itself, due to the complicated nature of the self-adhesive ence was held September 9 at the Hyatt Rosemont Hotel in Chicago, IL. The laminate—it is not always apparent to a converter where the prob- program attracted good attendance and contained something of interest for lem lies—and identifying the cause can involve the laminator, re- every level of the value chain. A two-and-a-half day global release liner con- lease liner supplier, and even their suppliers. It can be a major cost ference is scheduled for May 1–3, 2003, at Hilton Head, SC. RL2 november 2002 • pffc-online.com Release Liners Paper Liners There are still enormous opportunities for paper-based liners. Growth Label Stock Liners: in North America from 1997–2001 showed a compound annual growth rate of 4%, and 2002 growth is forecast at between 2% and 4%. North America’s preference for super-calendered kraft (SCK) liners Issues & Trends slowly is being eroded by glassines, which offer a more comprehen- sive range of performance characteristics for high-speed label conver- Some pointers from the recent AWA North sion and application. SCK still remains the cost leader, and any prod- American Release Liner Conference. uct innovation should not jeopardize that advantage. For lamination to film facestocks, PE-coated krafts represent an alternative to film. he self-adhesive label stock market is changing in response to Tthe purchasers’ increasing demands for product innovation and Coating and Converting Issues higher levels of service, without any increase in costs. To maintain As new silicone technologies, coating enhancements, and converting profitability, paper and film manufacturers, self-adhesive lamina- standards develop, release base performance is becoming an increas- tors, and converters are realigning in the face of raw material price ing focus—whether paper or film. High-speed silicone coating has increases they cannot pass on and heavy pressure on margins. made misting on the production line a major issue in coating, since it Those in the middle of the value chain in the release liner mar- can affect both conversion and dispensing performance adversely. ket are experiencing pressures, too, and it is here there will be a major focus for change over the next five years as consolidation— Release Liner as Packaging Waste already well established at raw material and silicone coating lev- The prospect of classifying release liner as packaging waste is a re- els—takes hold. Price pressures are accentuated by the high levels ality in parts of Europe, and the likelihood is this will impact the of capacity available in the silicone coating market: In-house coaters North American label market—possibly to the detriment of self- currently are using only 55% of capacity, commercial coaters 65%. adhesive technology and in favor of other product decoration meth- As state-of-the-art conversion machinery comes onstream, old ca- ods. US-based Channeled Resources, with its increasing base of pacity is not being “retired”—com- MaraTech subsidiaries around the pounding the problem. Main Materials Used world, sets an example to the industry At the recent North American Re- Label Stock (%) by demonstrating how non-traditional 5.0% lease Liners Conference in Chicago, 4.2% 3.7% reuse/recycling of release liners can be 79.1% Corey M. Reardon, principal of AWA 8.0% achieved successfully. The company cur- Conferences, had strong words of cau- rently salvages approximately 65% of tion to the release liner manufacturers. its waste intake—both paper and “In this business environment, the films—for reuse, with the balance going prime need is to drive down costs and to thermal recycling for energy creation. not margins in order to maintain a com- petitive long-term pricing structure that Market Characteristics Calendered Krafts Clay Coated will enable you to remain in business,” Polyethylene Coated Films Raw material prices continue to move up- he said. Other papers ward, and competitive pressures increase Source: ©AWA Alexander Watson Assoc. as the value chain continues to consoli- Film Liners date at all levels. The self-adhesive label Film release liners represent the most dynamic sector of the release lin- market is characterized by a trend toward smaller orders, delivered ers market today. While polyvinyl chloride, polyester (PET), polypropy- more quickly so customers can maintain their productivity—whether lene, and polystyrene all are used, it is the PET and polyethylene (PE) they are laminators, label converters, or label users. Technical perfor- films—high-density PE, low-density PE, linear low-density PE—that mance of label stocks depends very much on the qualities of the re- are showing the greatest growth.