Luxury Packaging All about paperboard
By Christophe Baudry, sales director EMEA, brand owners at Metsä Board.
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onsumer concerns and tightening regulations have intensified the drive for more sustainable and safe luxury packaging. At the same time, improving performance and efficiency remain important. We have noticed a much higher demand on fibre-based packaging solutions to replace or reduce plastic consumption. It has been a clear trend over the last few years and continues to grow as the world is slowly, but surely, returning to normality post Covid – and the luxury business is back and booming.
Companies are searching for plastic free solutions to protect and preserve natural resources as they themselves are increasingly turning to organic and pure ingredients for their brands. Paperboard is well suited for this purpose as all kinds of luxury packaging.
The main purpose of luxury packaging is to create shelf appeal, to support brand visibility and to give the consumer a feeling of luxury, well- being, and quality. However, protection, transport and security of products are also essential to ensure genuine goods ends up at consumer in perfect condition and the contents won’t turn into waste. Fibre-based packaging is ideally positioned to provide these packaging necessities. Fresh fibre paperboard also offers high converting performance and visual properties enabling the demanding printing and finishing techniques often required on packaging to enhance branding. Metsä Board’s paperboards help tackle the big issues the packaging industry is facing such as: saving resources, reducing carbon footprint, ensuring product safety, and increasing brand appeal. For example, we are a forerunner in lightweight paperboards that use much lower
quantities of raw materials, energy and water compared to standard weight boards with the same stiffness. Lighter packaging products mean less carbon footprint and a reduced environmental impact at every stage of
the product life cycle. Our fresh fibre paperboards are also made of renewable and recyclable wood fibres traceable to sustainably managed forests and are available either with PEFC or with FSC certification.
And finally, paperboard packaging is easily recyclable and offers sustainable alternatives to plastics.
At our Excellence centre, based in Finland, Metsä Board is helping customers to rethink and redesign their packaging to reduce plastic, reduce waste, lower the carbon footprint, and improve the visibility and brand impact. We are working closely with many companies in both sustainability and packaging design topics. Metsä Board’s Excellence Centre has cutting- edge technology for research and design, packaging design, and paperboard and packaging performance. Here the ambition is to accelerate material and packaging innovation and provide a collaboration platform for customers and technology partners globally.
Aa an example of collaboration, when Belgian chocolate maker Guylian was looking to further strengthen its commitment to sustainable business, they turned to Metsä Board, and we helped them define the steps it needed to take to be able to display PEFC forest management
certification on their iconic Guylian chocolate boxes. This year Metsä Board’s packaging design team designed a sustainable and easy to recycle luxury packaging, using the lightweight MetsäBoard Natural WKL Bright paperboard, for the new Chopin Organic Vodka range. During the pandemic there was often a focus on basic products, such as shampoo, soap and toiletries, often ordered from home. Now consumers are returning to trusted products that offer them the reassurances and ‘feel-good’ factors they need – luxury is back on the increase. The growth rate of e-commerce is likely to slow down but its share is predicted to be as high as 25% of the total retail in 2025. Higher online penetration is therefore likely to stay for luxury brands too - so matching protection with luxury will remain high on the packaging agenda.
However lighter, smaller packaging with a reduced impact on natural resources will remain key in the future for all packaging including luxury. Reducing carbon footprint will also remain the key issue to mitigate climate change. When it comes to sustainable, renewable, organic, natural, and ethical packaging that can add prestige, paperboard is the perfect match.
Xwww.metsaboard.com/
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November 2021
www.convertermag.com
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