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Dreaming of a white Christmas
Every Christmas, retailers gear up for a massive commercial extravaganza. All of the music and decorations are there to put customers in a free-spending mood. Shops are full to bursting with seasonal products dressed up in promotional packaging or – if it’s clothing – presented in beautiful gift packs.
Women buy for men, too
In the Scandinavian and Baltic markets, Beiersdorf is offering promotional packs with a range of beauty products that they expect to guarantee strong Christmas sales results. Established products are re-packaged to encourage people to experiment – after shave lotion is paired with skin cream for men, for example.
‘One product helps move the other,’ says Stephan Mertesdorf of Beiersdorf, who is in charge of promotional packaging in these markets. ‘Our buying patterns reflect how large a percentage of total sales is represented by promotional packs. Men’s products sell much better in the special packaging we design for Father’s Day and Christmas, accounting for some 10% of sales, as compared with 2% for women’s products. It’s the woman who does the buying, throughout the year for herself and on special occasions for her husband.
Nivea comes in Frövi White
Emballage-Kontakt works with both design and box conversion, and worked up several Christmas proposals earlier this year. The company evaluated various materials including Frövi White, which had not yet been launched full-scale at the time. ‘Printing and folding results are primarily what we look at,’ says Claes Magnusson of Emballage-Kontakt.
Frövi White’s performance was comparable to fully bleached board, but Frövi White enabled them to reduce the grammage significantly. ‘Frövi White surprised us, and we’re very pleased with the results,’ says Claes. ‘We could choose one board grade for everything and still be cost-efficient.’ The company is already specifying Frövi White for a line planned for Christmas 2008.
