Stora Enso launches enhanced Performa White packaging board grade with increased strength, smoothness, visual appearance for cosmetics, beauty care, luxury product packaging

Kendall Sinclair

HELSINKI , February 7, 2012 (press release) – Stora Enso continues to develop its products and services for the needs of the perfumes and cosmetics segment. In late 2011, Stora Enso Renewable Packaging launched an enhanced Performa White, a packaging board grade well suited for cosmetics and beauty care packaging uses.

Stora Enso Renewable Packaging is a leading supplier of premium boards for packaging cosmetics, fragrances, personal care products and luxury products.

"We have been constantly developing our products and service to meet the highest requirements of our customers, the luxury carton manufacturers, as well as those of their own customers, among them the prestigious brand-owners in perfume, cosmetics and beauty-care. They can all rely on our ability to deliver the board quality that suits best their needs in terms of aesthetics, quality consistency, service and environmental image, says Hervé Vue, Sales Director of Stora Enso Renewable Packaging in France.

An enhanced Performa White for perfumes and cosmetics

In its continuous pursuit to offer the highest-performing products, Stora Enso Renewable Packaging recently launched enhanced versions of the Performa White, Performa Bright and Performa Cream carton boards. Thanks to several technical innovations made at Stora Enso Fors Mill in Sweden, these boards now come with excellent smoothness, increased strength and an enhanced visual appearance.

"By listening to both printers and brand owners we focused our development work of the Performa boards on the key properties of strength and printability. This input from our customers was combined with the capabilities of the rebuilt board machine", says Eva Lundqvist, Product Manager at Fors Mill. "The printability has improved considerably, thanks to the board's enhanced coating and smoothness. Increased strength has had a positive effect on the board's runnability and overall performance."

With its improved smoothness and better visual appearance, Performa White is a suitable choice for the demanding segment of cosmetics and beauty care packaging. It is also compatible for use in rotogravure printing, which requires a high-quality printing surface.

Consumer preferences are increasingly the main driver of our business

"Paperboard enjoys high environmental status among consumers, and it has also been acknowledged by most brand owners to be the best option for sustainable packaging. In the perfumes and cosmetics segment, a growing number of consumers prefer packaging that is ecological yet prestigious in design", says Yrjö Aho, Sales Director of Stora Enso Renewable Packaging in Switzerland. Mr Aho sees great potential for innovation in an increased cooperation through the entire value chain:

"There are good opportunities for innovation, which is what brand owners want from us. Sharing information and increasing cooperation in packaging development across the supply chain can generate truly innovative packaging solutions. We are assessing the situation together with a number of brand owners and are aware of the huge need for information from brand owners. We are ready to get involved in development projects early and work together with the brand owners' marketing and packaging designers. In addition to traditional business parties, we are also building closer connections with design agencies and educational institutions in the field of art and design."

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.