‘Rethink’ was formally announced in April of this year, and forms a part of the radical drive by the packaging sector to reinvent itself by giving its customers, and ultimately the consumer, a more positive view of the industry.
As a result, each step in the development of all new products, including packaging for the cosmetic and personal care sector, meticulously takes into consideration the carbon footprint of the product, with an effort to reduce it at every step of the way.
Rethink concept goes public
Speaking to Cosmetics Design Europe at the Luxe Pack Monaco event last week, Stora Enso communications manager Eero Ignatius, explained how the company has been readying the concept in-house over the course of the last four years, before finally making it public this year.
“Rethinking cosmetics packaging means developing completely new package types, typically based on innovative use of renewable paperboard,” he stated.
In line with this concept, the Performa White has been developed with this idea in mind, producing a packaging board with the enhanced quality necessary for the luxury packaging segment, whilst still having improved sustainability credentials.
Enhanced quality with better sustainability
“What we have managed to do with the new Performa White is to create a cosmetic grade board that provides the highest quality print finish while using fewer wood fibres,” he said.
The board is largely targeted at the luxury fragrance and skin care segments, where elaborate printing designs require the highest quality board, and is available in a grammage range of 200 – 400gsm.
The company says that in the coming year it is expecting to launch a raft on new packaging products with enhanced environmental credentials aimed specifically at the cosmetic and personal care sector.