The choice is simple: 100% recyclable packaging for e-commerce implementation.

Image courtesy of Smurfit Kappa UK. 

Over the years, Paula's Choice has been disrupting the beauty industry, with smart, results-oriented formulations and transparency throughout the brand to ensure that customers fully understand their choices.

So it's no wonder they are at the forefront of more sustainable packaging-this still ensures that their customers get the best.

In the past few years, Paula's Choice has been trading with Smurfit Kappa Benelux and achieved good results. In February 2021, they partnered with third-party logistics provider Walker's Logistics, which helped them sell in the UK through Paula's Choice website and beauty retailers such as Cult Beauty and SpaceNK.

However, Brexit has already been put into work, and it is no longer feasible to continue importing these boxes from SK Benelux to the UK due to increased freight and border issues. Since the Paula's Choice team has established a relationship with SK Benelux, the preferred solution is Smurfit Kappa UK.

Due to the grumpy and unpredictable Brexit, Paula's Choice is in a dilemma: They want to produce new boxes urgently-some only take two weeks.

Smurfit Kappa Chelmsford was able to complete an order for 100,000 medium-sized boxes within a time frame-despite the machine malfunctioning, the company managed to develop exactly the packaging Paula's Choice needed.

Their profile is three boxes of different sizes: small, medium and large. In cooperation with Smurfit Kappa UK, their box design was slightly adjusted to achieve the best manufacturing speed without affecting carbon dioxide emissions.

Challenge #2: Designing sustainable packaging solutions

 The brand hopes that its box can fully demonstrate its spirit of sustainable development. Part of this meant purchasing boxes locally, so switching from SK Benelux to SK UK.  

Paula's Choice worked with the team of Smurfit Kappa Chelmsford to produce boxes made of 100% FSC certified materials. This guarantee means that the materials will only come from forests planted for this purpose, or recycle themselves, rather than supporting deforestation.

Maintaining the FEFCO 0427 design, it is composed of a single piece of self-locking material, which reduces extra waste in tape and makes the box easy to disassemble for recycling. In addition, it uses a sturdy and durable design to ensure that the products inside reach the destination intact. 

However, sustainability is not the only goal. Working in the aesthetics-oriented beauty industry, Paula's Choice hopes that their boxes stand out and can be posted via Instagram effortlessly, turning everyday customers into brand advocates and spreading brand awareness organically.

Smurfit Kappa UK and Paula's Choice worked together to launch the perfect packaging solution created by SK Benelux, with only minor adjustments for mechanical purposes. These boxes will continue to be printed with two colors on the outside and one on the inside, making it a perfect picture. 

The decided flexographic printing method has several advantages: it can be used on almost any surface without losing vitality, so recycling of materials is not a problem. Crucially, the ink requires a very short drying time-which means that Smurfit Kappa Chelmsford can achieve very fast turnover as required.

In the end, Smurfit Kappa UK was able to complete the initial requirements of Paula's Choice in a short period of time, namely 14,000 large boxes, 100,000 medium boxes and 30,000 small boxes, without sacrificing the overall goal of quality or brand. Sustainability and aesthetics are still key factors, and both have been achieved.

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