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Stora Enso upgrades its flagship carton board for the beauty market

By Simon Pitman+

24-Feb-2017
Last updated on 24-Feb-2017 at 06:39 GMT2017-02-24T06:39:18Z

Stora Enso upgrades beauty carton board

Emphasizing just how crucially important the perceived quality of secondary beauty packaging is, Stora Enso says it has based the development of an upgraded carton board on consumer insights.

The company's luxury graphical board, Ensocoat is the material behind the secondary packaging for some of the most biggest and most prestigious beauty brands worldwide, but in a market that is constantly raising the game, the company decided it needed to stay ahead of the competition.

It says that the upgrade to Ensocoat will lead to even better finishes for brands, particularly secondary packaging that needs to emphasise both whiteness and shade.

A better finish and enhanced quality

Ultimately the company says that the upgraded version of the carton board will lead to better print results and a higher performance with all types of finishing treatments.

“As our aim is to be the global benchmark in high-quality virgin-fibre carton board and the preferred partner to customers and brand owners in premium end-use segments, we have further developed our flagship board grade Ensocoat to fulfil this ambition,” said Product Manager Eva Lundqvist at Stora Enso.

“Luxury packaging typically involves embossing, foil stamping and other special effects that demand a lot from the material, its smoothness, whiteness and folding properties. With Ensocoat we want to offer our customers a carton board with the market’s best visual appearance. Whiteness and brightness are the key technical properties, and we are also looking into whiteness as an aesthetic experience, based on insights gathered from our customers and stakeholders.”

Environmentally-friendly credentials

Besides the emphasis on quality, the company also stresses that Ensocoat is a sustainable choice, thanks to the fact that it is made from renewable materials.

But renewable is not as the sacrifice of quality, the company stresses. This is because Ensocoat is a solid bleached sulphate board, made from pure virgin fibres that contribute to smoothness and higher quality.

The new board is being soft launched now, but will be officially launched at the Interpack 2017 packaging exhibition, which will be held in Dusseldorf, Germany in 2017.

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