Lenticular Labeling.

I'm sure it's not exactly eco-friendly, but this is SUCH a smart idea. And could make for some really amazing packaging options.

Using a ‘lenticular’ label on their 100ml products allows for four unique info panels to be seen at different angles. This space saving technology makes for a graphically innovative travel sized solution.

Kevin Murphy: Lenticular Labeling | Trendland: Design Blog & Trend Magazine