MWV to produce packaging for L’Oreal hair care brand

By Katie Nichol

- Last updated on GMT

Related tags Sustainability La roche-posay

MeadWestvaco (MWV) has signed an agreement with cosmetics giant L’Oreal to produce the packaging for its Garnier Nutrisse Hair Coloration line.

The packaging company will produce the packaging for 52 Garnier Nutrisse product variations and 242 stock-keeping units (SKU’s) although the duration of the agreement was not revealed.

According to Ulrike Toth, MWV’s marketing and design manager in Europe for folding cartons, the re-launch will involve several changes to the product packaging.

“L’Oreal uses the term ‘renovation’ for this re-launch,” Toth​ told USA. “The re-launch supports a reworked dying product, a new design on the folding carton, and a new board.” ​.

Challenges in producing hair coloration packaging

Thomas Jonas, President of MWV Beauty and Personal Care highlighted some of the challenges inherent in producing packaging for hair coloration products.

“Hair coloration packaging can be one of the most difficult packaging to produce because it requires consistency across sometimes more than 50 product variations,” ​Toth said.

“At the same time, our customers – such as L’Oreal – must ensure that these products are packaged in an attractive, eye-catching, informative and sustainable manner.” ​.

Sustainable packaging

The sustainability credentials of MWV’s packaging for the line have been underlined by certification from the Programme for the Endorsement of Forest Certification (PEFC), as well as chain of custody certification from the Forest Stewardship Council.

These certifications, according to the company, ensure both customers and consumers that the fiber used in the folding carton is sourced responsibly.

Toth highlighted that in developed markets such as Europe, sustainability is one of the key drivers for the beauty and personal care market.

“The demand for sustainable packaging continues to grow as more consumers are making purchasing decisions based on sustainability and as more brands are incorporating sustainability into their products,” ​Toth said.

Established relationship with L’Oreal

MWV has an established relationship with L’Oreal and produces folding cartons, pumps and dispensers for many of its brands.

The company supplies packaging for several L’Oreal brands in Europe, including Vichy, La Roche Posay and Lancôme. In the US, MWV also collaborates with L’Oreal on items for its Revitalift, Ralph Lauren Fragrances and Lancôme brands.

L'oreal Nutrisse

L’Oreal’s Garnier Nutrisse hair coloration line is sold in over 20 countries worldwide.

Related topics Packaging & Design

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