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It is about attitude!

Tuesday, May 09, 2006 by Korsnäs AB

The French brand Couleur Caramel is growing like mad. Over the past two years it has increased both turnover and profit by 400 % per annum. It's a company with a strong ethical identity - with respect for the environment and human relations - that attracts an increasing number of consumers. Unlike many other brands they don't define the target group by age but by attitude. - The packaging is part of the concept, says the co-founder and co-owner Mr David Reccole.

- We are ourselves and communicate a life-style that gives hope and responsibility for the future. The packaging is extremely important in our communication and we always use recyclable materials such as wood, metal and cartonboard. As far as possible we use unbleached cartonboard, coated by polypropylene in the products. All outer packs are produced in FRÖVI LIGHT. - The fibres speak their own language and move the target group that responds to this kind of communication, says David Reccole. When the company started, no outer pack was used, but the packaging with the brown board has become a part of the concept and also necessary for declaration of ingredients, certificates and bar-code.

The converter is Cartonnages BES, with a long experience of packaging for cosmetics and other luxury segments - often with an ecological image. Here they have printed with two colours and a hot foil stamp in silver on the brown reverse.

A win-win concept
- The whole cosmetic industry is founded on the dream of beauty and success. Over and above that our commitment is an attitude that appeals to suppliers as well as customers, consumers and employees with the fundamental idea about harmony with Nature and a win-win concept where everybody has something to gain says David Reccole. This means for the employees that the company is planning a nursery and also a commitment that for every EURO saved in a special account by the employee, the company adds the same amount (max 2,300 EUR/year). For the shops that buy the products it means a price that allows a generous margin and at the same time an offer to return unsold products without any time limit, and the consumer can enjoy a high quality product at an average price.

Packaging of make-up - like the case for a lipstick - is often more expensive than the contents. Therefore Couleur Caramel is developing a lipstick that can be complemented with refills. Extremely luxurious and at the same time very cost efficient in the long run - entirely in line with the company's policy.

Couleur Caramel has today 40 employees and deliver to 1,200 shops. All production is made by sub-contractors. The main market is France but they also sell to Finland, Canada, South Korea and Australia. Future growth is predicted to overseas markets and the goal is to deliver to 2,000 shops. - That's enough, says David Reccole.


FRÖVI LIGHT is a virgin fibre cartonboard with a four-layer construction. It has an unbleached bottom layer and a bleached (TCF= Totally Chlorine Free) clay-coated top layer. FRÖVI LIGHT has the right strength properties for weight reduction and smart packaging solutions. Other outstanding characteristics are purity, moisture resistance and a good printing surface. Substance range 250 - 330 gsm.


Brand: Couleur Caramel
Converter: Cartonnages BES, France
Cartonboard Supplier: AssiDomän Frövi
Substance: FRÖVI LIGHT from 250 to 270 gsm