Sydney-based Reed Pacific Media, which has specialised in micro-encapsulation media for 20 years, has launched Just Be, a 30,000-run quarterly fashion, beauty and fragrance magazine printed by Offset Alpine.

The title incorporates an “Australia-first” rose-scented ad on the outside back cover for online perfume retailer Bonza Spice.

Reed Pacific retail marketing manager Doug McNamee said he had to work closely with the award-winning magazine printer to achieve a satisfactory result.

“The back cover uses an aqueous coat that we developed for this application, which is run like a spot varnish on the printer.”

“The method has been tried in America with mixed results, but when you look at our product, you can see and smell that we nailed it,” added McNamee.

Australia Post has also stepped into the world of scented printing with the launch of a eucalyptus-fragranced stamp, produced by Ego Print, based in Mount Waverley, Melbourne.

Ego Print has created its own ‘Scent Print’ solution, which the company said is more user-friendly and quicker than traditional ‘scratch and sniff’ methods.

The company won the work after pitching it to Australia Post’s iPrint department.

Dean Bradshaw, who manages secure printing projects for iPrint, said they combined a eucalyptus scent developed by Ego Print with another eucalyptus oil to get the right smell.

“As you could imagine there was a lot of work involved in creating a scented gum stamp that could still be licked,” said Bradshaw.

Ego sales manager Graeme Lidgerwood said the ‘Scent Print’ system is generally aimed at direct mail, and magazine inserts and covers.

The 50-staff printer’s press fleet includes a six-colour Heidelberg Speedmaster CD 102 with double coater and a recently installed 10-colour SM 102, the highest-spec machine of its kind in the region.

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