Case Emoi Infini

Carta Elega helps prove that luxury can be sustainable 

Metsä Board Consumer Packaging in France has completed a unique and challenging eco-designed project in partnership with SGD, Mane, Strand Cosmetics, Extrême Paris, VPI, Wauters and Rexam. The brief was to create a luxury product with sustainability at its core.

The group of experts had less than five months to realise the entire concept from the product itself to the packaging. The result of the high-level collaboration is Émoi Infini, a set of three luxury fragrances – one each for women, men and children.

Émoi Infini has been designed inside out to meet the criteria for sustainability. The organic scents are housed in bottles made of 100% recycled glass. The pump dispenser has a removable cap which can be dismantled and recycled. The packaging converter used an environmentally friendly printing process and produced the carton without glues or adhesives.

Lightweight paperboard provides the final touch

Metsä Board made an important contribution to the project with Carta Elega, a lightweight PEFC-certified paperboard that delivers printing results befitting a high-end perfume. Using lightweight board reduces the amount of packaging material, which in turn means less transported material and waste. Paperboard itself is made of wood fibre, a sustainable, renewable and recyclable natural resource.

Émoi Infini was launched at the LuxePack trade fair in Monaco in October 2010 to excellent reviews.
The product has been approved by the French control and certification organization Ecocert, which verifies that sustainability was taken into account throughout the whole chain.

“This project’s environmental approach matched our aims and ways of thinking,” says Sophie Fily, Marketing Communications Manager at Metsä Board. “Working with the customers and the other partners was a valuable and interesting experience.”