Virojanglor – Pioneers in Luxury Packaging

13 August 2006 (Last Updated August 13th, 2006 18:30)

Founded in 1963, French can-maker Virojanglor is a specialist in luxury metal packaging and decorative can boxes. They have two complementary factories Virofer Italia s.r.l. and Virojanglor China Manufactory Ltd allowing them to meet the various requirements of today's promotional and industrial packaging. Interview with Jean-David Curiel, CEO at Virojanglor.

What are Virojanglor's particular assets?

One of our major strengths is our ability to coach projects right from their infancy. We are a young and dynamic team that prides itself of providing the service similar to that of a creative agency, advising our clients right from the outset,
offering them a really personalised service. Our objective is to give really added value to our client's products.

We are very reactive and very flexible, being able to develop projects from scratch within a few weeks. The new technology that we have at our fingertips today, and our experience in the can sector are such that we are able to make up any shape of
packaging, at competition-defying rates that very often rival those for cardboard or plastic boxes.

Indeed, Virojanglor lays out over 200 moulds: round, oval, square, rectangular, octagonal boxes as well as trays, posters, ashtrays and so on. We master the arts of embossing, stapling and offset printing. Our R&D department is constantly on the
move to create and design new shapes, printing effects and types of metal.

What are the emerging trends in luxury packaging? Is there a new interest for steel for perfumes, cosmetics and alcohols, as opposed to other materials?

A study recently undertaken amongst our clients showed that the metal can is the preferred packaging of the consumer, for the simple reason that the end-user will re-use a metal packaging as a decorative box rather than throwing it away.

A personalised metal box promotes a brand's image for years. It is thus an effective way of ensuring that the impact of an advertising campaign is prolonged as long as possible. It's also a way to be present in consumers' homes for years.

In this respect, cardboard and plastic are limited – once you've removed the object, it's finished, you throw the packaging away immediately.

Thanks to advances in technology, we are more like a competitor for cardboard, whilst aluminium is 30% more expensive than tinplate which is the principle material we use, even cosmetic brands are turning more and more to steel.

What specific advantages can steel offer luxury brands?

Metal offers a certain authenticity. It can feature a wide range of creative decorative finishes that give the product a luxury aspect. For example, a range of new varnishes and finishes exist such as soft touch, rubber finish, matt finish, mirror
effect, selective varnish. We can also now play on metallic colours, which enhance the luxury feel of the product.

Nowadays environment and ecology are pointed up as crucial matters for society. Steel for packaging has become a highly popular material in the packaging market because it's easily and fully recyclable, as well as being completely versatile.

How do you see the development of the luxury packaging sector in the future?

I'm very positive about the future development of this market. We are now surpassing the limits and going one step further by starting to mix materials with metal. So steel is the base material, and we are mixing with plastic, integrating windows in
PVC, even with luxury paper and leather imitations. These innovative combinations are extremely popular with clients.