Query: What company first marketed light bulbs using the reflective capsule technique to increase energy efficiency?
Context: The "Halogena Energy Saver" incandescents can produce about 23 lm/W; about 30 percent more efficient than traditional incandescents, by using a reflective capsule to reflect formerly wasted infrared radiation back to the filament from which it can be re-emitted as visible light. This concept was pioneered by Duro-Test in 1980 with a commercial product that produced 29.8 lm/W. More advanced reflectors based on interference filters or photonic crystals can theoretically result in higher efficiency, up to a limit of about 270 lm/W (40% of the maximum efficacy possible). Laboratory proof-of-concept experiments have produced as much as 45 lm/W, approaching the efficacy of compact fluorescent bulbs.