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Josie Maran
- PaperNeenah® Folding Board PC 100
Josie Maran
- PaperNeenah® Folding Board PC 100
Josie Maran
- PaperNeenah® Folding Board PC 100
JOSIE MARAN
Josie Maran Cosmetics (JMC) is a pioneer and leader in the high-end beauty category, with a mission to deliver on all aspects of its brand promise to maintain harmony with the planet while preserving the context of luxury.
The brand’s founder, Josie Maran, first introduced her organically grown Argan Oil over 10 years ago, and it continues to remain the hero ingredient for this natural beauty brand. Maran later introduced it holistically within JMC’s entire line, for all beauty needs from cosmetics to skincare and body care. That idea of conscientious, holistic care is the foundation for the JMC design principle.
“We are a brand known for how we innovate with natural ingredients so it’s important for us to practice a sustainable approach, but because we are also a luxury brand, it’s equally as important for us to give our customers what they expect from a high-end perspective.
Tom Koh, Head of Creative Marketing, Josie Maran Cosmetics
As more competitive players entered the space and as consumer shopping evolved, the JMC team was inspired to rethink its marketing approach. “Millennial, Gen Y, and Gen Z shoppers are loyal followers. With more consumers connecting with brands and making purchases through social media, transparency, authenticity, and sustainability are important aspects of a brand’s story,” said Tom Koh, Head of Creative Marketing for Josie Maran Cosmetics.
As part of its internal audit, the team conducted “fitness tests” across all aspects of the business, from product development and formulations to supply chains and packaging. The goal was to more widely embrace the brand’s vision of providing its customers a “sensory delight,” and incorporate it into not just the products, but the packaging too.
When JMC first launched, its boxes were produced with CCNB (Clay Coated News Back), which at the time was thought to be an environmental option. In researching new paperboard options, the team discovered and moved the JMC packaging to Neenah Folding Board PC 100. “Discovering this folding carton paper dispelled a preconceived misconception about post consumer papers for us. In our minds, they weren’t the most durable substrate and had challenges with print accuracy. Neenah’s product proved otherwise,” said Koh.
“We also learned what makes a board truly recyclable. We now use soy-based inks, water-based coating, and even recyclable mica pearl, all of which are recyclable. We want to be sure our customers can put the secondary packaging into the recycling bin with confidence. For us, this new packaging delivers on all points,” said Koh.
Koh says JMC plans to do a lot of storytelling as a brand, and its sustainable story is a big part of the message they want to share. Neenah Folding Board has allowed the team to lead their idea of maintaining harmony with the planet to the environmental results they sought out. Koh says, “We are a brand known for how we innovate with natural ingredients so it’s important for us to practice a sustainable approach, but because we are also a luxury brand, it’s equally as important for us to give our customers what they expect from a high-end perspective. For us, this package delivers on all points. One of our big dreams is to model how business can be done, so having this opportunity to share our stories with our customers, enables us to make a ripple of difference."