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.

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.