New beauty kit from Holmen Iggesund is an invitation to create together.
Beauty brands are facing a more complex consumer landscape than ever. The new generation of consumers is redefining what they consider to be luxury and premium. They expect brands to address sustainability and inclusivity in their offerings. To meet these demands, conscious brands must develop in several areas – not least, packaging. “The look and feel of packaging have always been important,” says Johan Nellbeck, CEO Holmen Iggesund. “But that’s no longer enough. Today, premium brands must address how their packages are manufactured, what they are made of, and whether they allow