Stora Enso Packaging Boards
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PRESS RELEASE
April 11, 2005
Ensocoat helps create a Total Brand Experience
Cosmetic and skincare products have always been a tough area of business. In recent times, the situation has become even tougher as white-label products compete with established brands for shelf space. Major cosmetics groups like Beiersdorf are taking active measures to counter this trend. They are positioning their brands away from white-label products and exploiting unique packaging materials and design as brand-support and differentiation tools.
Using packaging to provide a Total Brand Experience (TBE) is a challenge that Stora Enso and its Cosmetics and Luxury packaging boards collection is helping to meet through close cooperation with customers, designers and packaging printers.
Retailers' own white-label products have become major element within the cosmetics and skin care product segment and consumer bargain hunters are increasingly picking up on these low-priced alternatives. This has caused considerable headaches for many large cosmetics groups but they are now investing billions of euro in marketing and R & D to make a difference in the marketplace.
Power brands
The most successful players in the cosmetics sector offer a wide selection of products in each price category. Beiersdorf's range, for example, extends from EUR 5 for a NIVEA milk lotion unit to a caviar-based la prairie skincare product selling at around EUR 500 per unit. Another important success factor is that companies like Beiersdorf also maintain a stable of impressive "power brands," for which packaging plays a key role. Every Beiersdorf pack, regardless of whether it is a NIVEA, Eucerin, Labello or la prairie product, is designed to promote Total Brand Experience.
"There are many factors involved in building a successful packaging concept to support our brands. On the materials side, excellent machinability, convertability and superb printing quality are all key elements," says Holger Knaack, Corporate Packaging Management, Beiersdorf. "But when it comes to our skincare and cosmetics products - we are mainly interested in whiteness and brightness aspects. Our focus is on fine-tuning the image and this makes the whiteness of the pack surface really important."
Focus on whiteness
Focus on whiteness is also one of the key success factors behind Stora Enso's Ensocoat, which is used for the many Beiersdorf premium packs that require absolutely pure whiteness. "We consider that pure whiteness and a clean feeling are synonymous with Ensocoat, and we have now further enhanced this quality to really make a difference in markets. Printocart, Neocart, Tamwhite, Tambrite and CKB are also favorite boards especially in the beauty and personal care packaging segment," explains Peter Pöpping, Stora Enso Deutschland.
Ensocoat packaging board provides brilliant whiteness accompanied by excellent printability, convertability, dimensional stability, and a full range of finishing options. In addition to Enscoat, Beiersdorf utilizes many options from the comprehensive range of Stora Enso Cosmetics and Luxury packaging boards. Stora Enso has also a team of experts whose sole responsibility is the development and enhancement of the Cosmetics and Luxury packaging boards collection.
Direct link to picture: http://bmt.storaenso.com/storaensolink.jsp?imageid=200504Beiersdorf
For further information:
Stora Enso Deutschland GmbH
Peter Pöpping
Grosse Bleichen 30
20354 Hamburg
GERMANY
Tel. +49 40 35099 153
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