Putting a new gloss on sales Albéa

PUTTING A NEW GLOSS

ON SALES

Albéa is a global leader in the packaging of cosmetics and fragrances, as well as oral and personal care products. Philip Yorke talked to Paul Sefcik, the company’s cluster manager for tubes eastern Europe, about its innovative cosmetics packaging and plans for further expansion.

The Albéa group has grown to become one of the world’s most successful and innovative packaging companies with a clear focus on the cosmetics and skincare industries. Its product portfolio is one of the most extensive in its field, ranging from plastic and laminate tubes to mascaras, lipsticks and lip glosses. The company also produces compacts, plastic closures, shells and spray caps, as well as jars, lids, cosmetic accessories and promotional items. Today the company employs 9500 people and operates 33 manu-

facturing facilities worldwide, of which 13 are based in Europe. In 2011 the group recorded sales of $1 billion.

Product innovation and creativity driving sales

The Albéa group’s vision is described by François Luscan, its president and CEO, as: “to be the best global packaging company in the eyes of our people, our customers and our shareholders.” To maintain its ‘topdrawer’ position, Albéa offers a truly global dimension to its operations, as well as innovation, operational excellence and highly creative design teams. The company also lists its core values as integrity, accountability, trust, transparency and teamwork.

Evidence of the success of this philosophy can be seen in the countless examples of the global brands that form its customer base. Recently Albéa launched its unique, ‘SpinArt™’ rotating lip-gloss products, which consists of three rotating lip-gloss applicators that deliver a perfectly homogenous formula onto lips with maximum shine in just one step. In addition, their bold, eye-catching design gives them a distinctive, shelf-appeal advantage.

Another recent Albéa exclusive is its new, watershine lipstick produced for Maybelline New York. Working in close collaboration with Albéa, Maybelline New York has created a new lipstick with an exceptional design for its ‘Illustrious’ top-of-the-range lipsticks.

With a special copolyester (PCTG) pink cap and silver-plated ABS plastic base, this newest lipstick features a unique design that combines elegance, shine and subtle lines that create an appearance that is both modern and exciting. The launch of this latest addition to Maybelline’s Colour Sensational range was launched in Europe and the USA through the group’s extensive, worldwide industrial platform.

Mr Sefcik said, “As a truly global player, we provide a wide range of dedicated customer services and prefer to be seen as a global company, but with a domestic and local focus. Furthermore, we do not just serve the big cosmetic and fragrance brands but also smaller companies and those who would like to take advantage of our creativity and production expertise to launch new products. We can offer our customers a standard range of products

as well as customised products that benefit from our latest technologies. These include our advanced printing technologies, which offer photo-like special effects and metallic, mirror finishes.

“In addition, we provide applications that offer advanced technology processes for the design and manufacture of ‘flip-top’ closures. These are created for items such as toothpaste, which involve special peel and seal, ‘virgin’ flip-top membranes. We cover the whole range of possibilities when it comes to packaging for our market sector and provide design, prototype and testing services as well as a full range of packaging consultancy services. In addition, our financial strength means that we can continue to invest in new technology and offer special design and added-value services for our customers.”

A clear strategy for growth

A continuous programme of investment in new technology and manufacturing capabilities, in association with innovative design teams and dedicated customer services, has provided a firm foundation for growth. Whilst continuing to grow organically, the group is also open to acquisitions providing that they offer operational synergies and complement their existing product ranges.

In keeping with this strategy, Albéa recently announced its acquisition of Eyelematic, one of America’s leading manufacturers of metal parts, as well as well as for plastic injection, decoration, anodising and assembly. Eyelematic is based in Conneticut, USA, and its three manufacturing plants already serve the world’s largest brands on the American market, with a diverse portfolio of products for the cosmetic, skincare and perfumes sector. This important acquisition adds to the group’s broad range of capabilities, with the integration of metal forming, which in turn provides an even greater choice of packaging solutions for Albéa’s existing customers.

As part of its strategy for growth, Albéa is committed to creating innovative products with the lowest possible environmental impacts. All Albéa products continue to benefit from the ‘Eco-design’ 3R philosophy: (reduce, recycle, replace) developed in association with its own research department and university partnerships. This has enabled it to offer its customer’s design and packaging based upon renewable and recyclable materials.

Mr Sefcik added, “We take our commitment to the environment seriously throughout our manufacturing processes to ensure an efficient integration of eco-design in all our activities. In terms of the future we are also looking at extending our capabilities in key European markets, such as France, Germany, the UK, Poland and particularly in Russia where there is a strong developing market for the big cosmetic brands. In addition, we are increasing our presence in the growing Asian markets.

I am pleased to say that despite the economic downturn in Europe, the cosmetics, personal and oral care markets seem to be weathering the storm better than most.” n