M-real: Release True Beauty

This ensures that our R & D efforts address relevant issues – such as brand protection, for which M-real has developed advanced solutions using a combination of anti-counterfeit techniques.

18/01/07 M-real produces high-performance papers and boards that enhance the value and profitability of our customers’ business. In addition, we offer value adding services as well as our expertise in areas such as product development, printing and packaging technology, and logistics. M-real is known for innovative products and services required in efficient brand management. Consequently, some of the most valued beautycare brands in the world trust M-real’s boards and services for their packaging needs.

A touch of luxury to seduce the consumer

For a consumer perusing beautycare products, the buying decision is largely based on signals the product packages send. With only a hint of the total experience available, the package has to rely on appealing, most often, to just two senses: sight and touch. M-real’s high-performance paperboards for beautycare packaging help your products make a striking visual and tactile impression at the point-of-sales. Pure and hygienic in look and feel, they are also a perfect platform for luxurious special finishes – glossy varnishes and foils – and innovative designs.

Continuing dedication to the beautycare industry

M-real has supplied paperboards for beautycare packaging for decades. The long and close co-operation has enabled us to develop products that directly address the needs of the industry.

Board production with a tradition for innovation

M-real boards for the beautycare industry are manufactured in three mills that combine long traditions of excellence with the most advanced production methods. M-real Kyro mill produces the Avanta grades, and M-real Äänekoski Board is the home for the Carta grades. The Chromolux Packaging premium boards are produced by M-real Zanders Gohrsmühle.

Expert technical support and industry-relevant R & D

M-real’s dedicated technical team provides technical support in a wide range of issues related to paperboard and packaging, helping our customers optimise quality, consistency and productivity. The team also collects, analyses and channels input fromcustomers and industry partners. This ensures that our R & D efforts address relevant issues – such as brand protection, for which M-real has developed advanced solutions using a combination of anti-counterfeit techniques.

Environmentally sound procurement and production

M-real’s environmental policy covers the whole chain, beginning with raw material. It is M-real's policy to use wood only from sustainably managed commercial forests and promote credible forest certification systems verified by a third-party audit. M-real knows the origin of its raw material and reports it. The chemical pulp in M-real's products is total (TCF) or elemental (ECF) chlorine free, and half of the energy the mills use comes from woodbased biofuels. All our production units have the ISO 14 001 environmental management system. M-real gives product-specific environmental information via Paper Profile in a uniform way.

High-performance paperboards for beautycare packaging

Avanta Prima (200-375 g/m2), Avanta Ultra (200-370 g/m2) and Avanta Super (270-335 g/m2) are fully coated folding boxboards suitable for offset, gravure and flexo printing. They provide excellent printability, superior surface properties enabling demanding finishing techniques, and high stiffness. Carta Integra (185-320 g/m2) and Carta Solida (170-330 g/m2) are fully coated bleached paperboards suitable for offset, gravure, flexo and serigraphy printing. They provide high stiffness, excellent printability and superior visual appearance. Chromolux (180-400 g/m2) is a complete selection of cast coated boards for luxury packaging in white and colour, and with metallic and pearl effects. They provide excellent smoothness and high gloss, enabling outstanding results with even the most demanding printing and embossing techniques.

M-real Consumer Packaging in brief

• innovative high-performance paperboards and papers combining light weight with excellent strength and printability
• extensive service offering from brand protection and consumer preference research to efficient packaging procurement
• expertise dedicated to finding the right solution for each customer
• long-time partnerships with customers in packaging, graphics, corrugated and wallcovering industries
• enhanced sustainability throughout the whole supply chain
• unique chemical pulp and BCTMP assets that provide cost and quality advantages
• global availability and technical support through sales or representative offices in 70 countries