Smurfit Kappa is set to release a range of packaging solutions for the online health and beauty market, a rapidly growing segment of e-commerce valued at €17.6 billion in 2020.
As demand for e-commerce health and beauty products continues to expand, Smurfit Kappa says that its research has found a simultaneous increase in consumer expectations for high-quality, sustainable packaging that offers delivery protection.
The company claims that 69% of consumers prefer paper-based packaging for sustainability reasons, while 80% expect their parcels to arrive in perfect condition. In addition, consumers investing in e-commerce also seem to be seeking convenience, with 74% saying that easy returns are important and 59% apparently preferring parcels that are easy to open.
Responding to this demand, Smurfit Kappa’s new customisable eHealth & Beauty portfolio will include sustainable, paper-based packaging solutions for shipping vulnerable products such as fragrances, cosmetics, and skin and hair care products, as well as tamper-proof packaging designed for vitamins, supplements, and sports nutrition.
Smurfit Kappa adds that its new portfolio is aimed at addressing key challenges for the e-commerce supply chain, including product damage, void fill, and sustainability, and has been developed to ensure an improved customer and brand experience.
In addition, the entire portfolio has reportedly been designed to meet the International Safe Transit Association (ISTA) standards, thereby facilitating Amazon’s packaging certification process for specific products.
Some innovations from the new portfolio include the Tamper Evident Pack, which has a double self-locking mechanism that does not require tape and is apparently easy to return, and the Beauty Sleeve solution designed to protect small products, such as skincare and cosmetics, with curved edges that enhance the brand experience.
Another innovation, the Hammock Fit, reportedly delivers a premium unboxing experience while adding extra protection to products throughout the supply chain.
Arco Berkenbosch, vice president of innovation and development at Smurfit Kappa, comments: “In the health and beauty segment, the speed to market needs to be combined with a unique consumer experience.
“Our new eHealth & Beauty product range offers exciting, fit-for-purpose and bespoke packaging solutions, that are suited to different size businesses from entrepreneurs to globally recognised brands.”
Earlier this year, Smurfit Kappa opened a new ISTA-certified laboratory at its e-commerce facility in Northampton, UK, which focuses on developing packaging solutions that minimise and prevent product damage during distribution.
The launch of this new e-commerce portfolio is also the latest addition to Smurfit Kappa’s range of Better Planet Packaging solutions, an initiative that aims to make a positive impact across the supply chain and on consumers by reducing the environmental footprint of packaging. Some of the existing innovations in this range are the company’s Eco-Tube, an FSC-sourced composite paper tube that it claims is recyclable through consumer recycling streams, and the eBottle packaging solutions, which provide single- and multi-pack products for the online beverage and liquids market.
