Holmen Iggesund's New Beauty Kit is an Invitation to Create Together
by The Dieline on 12/07/2023 | 2 Minute Read
Beauty brands face a more complex consumer landscape than ever, and a new generation of consumers is redefining what they consider luxury and premium as they expect brands to address sustainability and inclusivity in their offerings. To meet these demands, conscious brands must develop in several areas—not least, packaging.
Packaging plays a vital role in connecting the consumer and the product. It should appeal to every stage of the consumer's beauty routine, from the shelf display and unboxing to product usage.
But it is not just about the aesthetics. Packaging is also a silent influencer in the sustainability movement.
“The look and feel of packaging have always been important,” says Johan Nellbeck, CEO of Holmen Iggesund. “But that’s no longer enough. Today, premium brands must address how their packages get manufactured, what they get made of, and whether they allow for more inclusive communication."
To explore how the people and the planet's emerging needs influence the beauty and packaging industry, Holmen Iggesund delved into trends currently impacting the industry. That resulted in Creator Kit Beauty, a kit intended to spark conversations about what’s next in the beauty industry and the possibilities offered by the iconic Invercote paperboard.
“Holmen Iggesund has a long track record of working with some of the world’s most prestigious brands, particularly beauty brands. The Creator Kit Beauty gives us an opportunity to explore with our customers what’s next in the beauty industry and the possibilities with our premium paperboard,” says Nellbeck.
Four Global Trends
The kit is built around four beauty trends: Beauty in Biodiversity, Inclusive Beauty, Natural Health, and Zero-Waste Beauty. Holmen Iggesund has translated these trends into creative paperboard solutions and effects to make them more tangible than brochures or videos. Another aspect of the kit is the sustainable material used.
“Our paperboard, Invercote, is renewable, recyclable, and completely biodegradable with a low climate impact. It is made from leftover wood parts from Holmen’s sustainably managed forests, and the energy used in the manufacturing process is bio- or hydro-based.”
Discovering What’s Next
The Creator Kit Beauty invites brand owners and other stakeholders to join in creative workshops and discussions.
“To us, the real value is the opportunity to co-create and share knowledge,” says Nellbeck. “Some brand owners will want to start with the packaging and the creative possibilities. Others will have shifting consumer behavior and business challenges foremost in their minds. There, the kit can guide them towards concrete changes. The Creator Kit Beauty offers so many opportunities.”