Product category:
Printing Substrates - Paper, Forms and Stationery
News Release from: M-real | Subject: Cosmetics packaging cartonboard
Edited by the Printingtalk Editorial
Team on 20 November 2006
Cartonboard Still Has Power To Market
Cosmetics
A research project in to how consumers respond to packaging of cosmetics products, led by European paper and board producer M-real, has endorsed the marketing power of cartonboard.
A research project in to how consumers respond to packaging of cosmetics products, led by European paper and board producer M-real, has endorsed the marketing power of cartonboard M-real said that the research's findings indicated that cartonobard is a significant influence upon purchasing decisions at point of sale
This article was originally published on Printingtalk on 24 Jun 2004 at 8.00am (UK)
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Jointly commissioned by M-real and Finnish beauty care brand owner Lumene, the research was extended to include consumers in Russia, as well as Finland and Sweden.
Its conclusions includes that carton weights upwards of 285gsm and a choice of high gloss or special surface effects, such as hot-foil, are the most effective means of reflecting a luxury impression.
The programme was conducted by the University of Helsinki (Department of Psychology) and two independent research institutes and entailed a series of individual 1.5-hour qualitative interviews amongst existing and prospective consumers across the three markets, said M-real.
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M-real research executive, Marika Koskenkanto,, said: "Overall trends notwithstanding, differences between regional preferences should be closely observed when planning a global strategy.
A solid, durable board was felt by all consumers to convey a trustworthy and valuable image.
However, whereas a glossy appearance scored well amongst Russian consumers, a matte finish was equally well regarded as denoting luxury by Swedish consumers.
On the basis of informed market feedback, variables like this can be easily accommodated to enhance brand appeal." "It is also interesting that, whilst important, environmental concerns appear to be secondary in forming a positive response.
The research confirms that when people are looking for high quality luxury products they're not necessarily looking for anything overtly eco-friendly.
There's a definite assumption the brand itself will exercise appropriate levels of environmental responsibility," Koskenkanto added.
The global market for packaging of cosmetics will rise to EUR11.2bn by 2007 (source: PIRA International), with paper and board holding a lead over competitive substrates with a 39 per cent share of the western European market, added M-real.
M-real's consumer packaging vice president of marketing, Riikka Joukio, said: "Our current offering - notably the Avanta range of fully coated grades - is now being used by about 20 per cent of cosmetics packaging applications across western Europe.
But we want to work more closely with our customers' own customers in determining their forward marketing and design strategies." Joukio continued: "Whilst we typically talk with brand owners about technical and development issues, they seldom buy directly from us.
Therefore, it's critical we should know as much as possible about the interaction between our products and consumers at other end of the supply chain - not least as packaging now out-performs advertising by a factor of three in prompting the decision to purchase.
Extending this level of understanding works equally as well for brand owners.
Lumene is now planning to incorporate feedback from our joint research in to its onward packaging strategy." M-real's said that its commitment to extending and improving cartonboard specifically for cosmetics packaging belies the sector's comparatively niche status - around five per cent of the ERU241bn global market for printed packaging.
Riikka Joukio explained: "A significant proportion of Avanta grade production from our 145,000 tonne capacity Kyro Board mill alone goes to beauty care applications.
Learning more about the impact of packaging on consumers is one of the main drivers behind this research initiative and we're not aware of any other board producer adopting this level of interest in the user packaging market.
We're now sourcing additional brands with which to partner and not necessarily just in cosmetics.".
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