1 – Since when did Ibema operate with products for the cosmetic market?
We work with the cosmetic segment for many years. This is a promising market, carton packs offer many possibilities when printing, such as the application of reliefs, varnishes, hot stamping and countless other graphic resources. Knowing about these opportunities, since the Speciala line, approximately 15 years ago, we already had a card aimed at this niche. Over time we have identified opportunities and needs for improvement and, now with Supera White, we bring a more up-to-date and competitive solution, which is equal to the cards that are now world references in the white line.
2 – You won a prize with a triplex card, right?
Yes. The “Sombras Refil” packaging, developed for the brand quem disse Berenice? received the Gold Sustainability Trophy during the 17th Brazilian Packaging Award, promoted by ABRE in 2017. The project was carried out for Grupo O Boticário in partnership with the printing company Kingraf. Made with Ibema Art Premium PCR, a triplex paperboard that includes shaving post-consumer in its composition, the reusable case made up the first line of the quem disse Berenice? brand to use this type of raw material. Direct contact with the product required the performance of compatibility tests, which guaranteed the quality, resistance in transport and durability of the decoration.
3 – What innovative product did you launch in the middle of the pandemic?
We launched a new triplex card line, Supera White. The product, classified according to European standards as GC1, virgin fiber card coated with coating and white reverse. Its formula consists of a selection of noble raw materials, which guarantee a much more uniform surface that enhance machine performance for creating high-quality packaging in the pharmaceutical and cosmetic segments. With the new card, the graphic produces more packaging with the same amount of paper for premium packaging.
4 – When and why did you do a live streaming event for customers from Brazil and other countries?
The current scenario requires companies to reinvent themselves and seek new solutions. For this reason, we decided to present the Supera White to the market on June 3, the first official launch of the paperboard sector that was carried out virtually.
We promote an exclusive live for guests conducted by our main executives. We also brought the opinion of the doctor in Political Science, professor Christian Lohbauer, who made an intervention on the post-pandemic market. To make the participation of our customers abroad more effective, we provide simultaneous translation in two languages: English and Spanish. In addition, all of our promotional pieces have been translated versions. We opted for the digital format precisely because of the conditions of social distance imposed by the pandemic. With videoconferencing, we guarantee the safety of everyone involved, we extend our reach.
5 – What drives Ibema ?
The world has changed very fast. The way we relate to technologies, the ways that people interact with each other and react to buying habits are completely different than they were six months ago. We at Ibema are part of this construction process, in which protagonism, sustainability and innovation move from the world of ideas to the world of immediate actions.
6 – What is Ibema’s goal after 65 years and a time that suggests a new normal?
Our main objective is to be protagonists in the packaging sector. We seek to increase our presence in the daily lives of Brazilian and foreign consumers. We work to be recognized as a company that produces papercard, but also as experts in packaging, attentive to the needs of the graphics and, mainly, to what the consumer who buys our product at the supermarket, pharmacy or delivery desires and expects.
7 – What does the consumer expect of a packaging in these new times? Different locations, different packaging?
The consumer expects safer, more practical, light, creative and, above all, sustainable packaging. That are easy to handle and that present clear information, convey emotion and meet expectations regarding the product. More than ever, packaging participates and interferes with the customer’s perception and experience with the product. It is true that their role in the purchase process is not the same for the different scenarios – packaging for e-commerce, for example, needs to incorporate attributes different from those intended for the point of sale.8 – Quais os movimentos da Ibema em relação à exportações?
The recent launches of the Supera White, Royal Coppa and Ritagli lines, in addition to strong investments in increasing the production capacity of mechanical pulp and energy, added to the continuous cost reduction, allowed us to increase our competitiveness in new markets abroad. In relation to the previous year, there was an increase of 25%, taking, for the first time in its history, the exported volume above 30% of the total production. In addition to the aforementioned, significant restructurings in R&D and Marketing show the company’s desire to become a top player of the mind in the sector in Latin America.
9 – What about the sustainability of packaging? What are the technologies? Does the company operate with reverse logistics?
For the company, the path towards sustainable development is linked, above all, to the correct management of post-consumer waste. We are deeply committed to sustainability at all levels of the production chain, which is why we have included in our portfolio products that help consumer goods brands to comply with the reverse logistics goals required by the National Solid Waste Policy (PNRS).
Ibema Ritagli is one of them. The solution includes, among its sources of raw material, the capture of cardboard packaging from companies that manage waste and cooperatives of collectors, with 50% in their composition of recycled fibers – 30% coming from post-consumption.
Another product that meets the premises of sustainability is the Supera White, recently launched. With the new card, the graphic produces more packaging with the same amount of paper and offers its customer the best in elegance and resistance for premium packaging. A material with better rigidity is more economical for the graphic, which is able to produce a larger volume of packages by weight of paperboard. This characteristic has an important impact at the end of the chain, as it significantly reduces the generation of solid waste – a sustainability commitment publicly signed by many organizations.