32
33
Customer story
Cooperation based on shared values
Multipurpose promotional packaging made of microflute corrugated board is lightweight, attractive and easy to store.
Elina Hovinen, photos: Jussi Hellsten, Laura Vesa
N ew business ideas can emerge in difficult cir- cumstances if we can keep an open mind and are capable of renewal. In 2020, the Covid-19 pandemic and the related restrictions dealt a hard blow to a Finnish beauty entrepreneur’s business. “Until then, our business focused on day spa activi- ties. Because of the Covid-19 restrictions, people couldn’t come to our day spa, so we had to come up with some- thing new,” says Niina Tuominen , founder of HejBuddy. So Tuominen created the HejBuddy brand, and start- ed selling home sugaring products online. Sugaring is a method of hair removal in which a paste made from sug- ar, lemon juice and water is used. Multipurpose and attractive Tuominen’s business has been based on natural cosmet- ics from the outset. She has been a beauty entrepreneur since 2006. The collaboration between Metsä Board and HejBuddy started when HejBuddy needed multipurpose, space-sav- ing promotional packaging that could be adapted to the needs of each season. “We wanted eye-catching packaging, produced with the environment in mind. Nature is an important value for our company. I’m a forest owner myself, so good forest management is important to me. I wanted to be sure that our partner shared our values,” says Niina Tuominen. ”Right first time” Today, Niina Tuominen runs the company with her daughter Nenna Tuominen , who is in charge of HejBud- dy’s marketing. She also drew a package suitable for the
company’s needs, and Metsä Board's graphic designer developed it further. Metsä Board’s experts also selected suitable materials and a manufacturing method. Metsä Board had just developed a new type of pack- aging that was perfectly suited to HejBuddy’s needs. The packaging can be stored flat and folded into a box when necessary. "We had developed a packaging made of microflute cor- rugated board that was both lightweight and rigid. The material enables an almost identical user experience to rigid box packaging, but is lighter and easier to recycle,” says Packaging Services Director Ilkka Harju . “Almost everything went right the first time. The first try was already almost perfect. We only made a few small tweaks to it. The cooperation was seamless and smooth,” says Nenna Tuominen from HejBuddy. •
Multipurpose package Surface liner: MetsäBoard Pro WKL 175 g/m 2 , 36 lbs/1,000ft 2 Fluting: MetsäBoard Natural WKL Bright 120 g/m 2 , 25 lbs/1,000ft 2 Inner liner: MetsäBoard Pro WKL 175 g/m 2 , 36 lbs/1,000ft 2
HEJBUDDY
• The packaging is made of microflute corrugated board, which is both rigid and lightweight. • The packaging requires little storage space, as it can be folded into a box only when necessary. • When the packaging has fulfilled its task, it can be unfolded and recycled easily. • A sleeve placed on the package allows versatility, as it allows the package to be branded for dif- ferent purposes. This is quicker and cheaper than making an entirely new package.
Powered by FlippingBook