The beauty packaging company, headquartered in France and operating globally, says the new name evokes the word ‘beauty’, reflects the idea of ‘openness’ and incorporates a logo symbolising the protection of its customers with support for ‘their development worldwide’.
Dalila Safir, Director of Communications at Albéa, told CosmeticsDesign-Europe.com that the group had to alter its company name as part of its change of ownership.
The beauty packaging arm of Alcan was bought by investment firm Sun European Partners this July, three years after it was taken on by Rio Tinto.
Safir added, however, that the name change “coincides with the new step the company is taking, driven by the ambition to be the best-in class global packaging company, with higher targets”.
Francois Luscan, President and CEO of Albéa, explained that the new name and logo represents the company’s “fundamental determination… to continue to excel and deliver outstanding service and value to all company stakeholders.”
“We are well respected throughout the industry,” added Francois. “Our new company name… propels us into a new area of growth”.
“[The name] Albéa is a nod to our French origin” said Safir, “but it is first of all a symbol of our worldwide character: it is an open name (beginning and ending with the letter A) and the blue color is an international reference.”
With the accented ‘E’, the name is designed to confer a “unique pronunciation that reinforces our company image,” added Safir.
Acknowledging the difficulty they might encounter in integrating the new name amongst stakeholders, Albéa teams are said to be strongly mobilised to act as ambassadors of the new company brand, which will be conveyed globally over the next 6 months.
“We have also launched an external communication plan, which combines specific communication actions to our customers and a new advertisement campaign”, said Safir.