BXP - April 2018 - 21

Josie Maran pioneered the industry by

customers. Where it used to be a one-sided broad-

developing products for consumers who were

cast of a brand's beliefs and values, it's become a

looking for safe options?

two-way conversation - as important to listen to

Yes. Josie Maran, the brand's founder, first intro-

the customer as it is for a brand to speak.

duced her organically grown Argan Oil, which is

In light of this, we are raising the bar for our-

our hero ingredient. Not only is it a safe approach,

selves. We are currently conducting 'fitness tests'

it's incredibly healthy for the skin. She later intro-

across all aspects of the business, everything from

duced it holistically within the entire line, for all

product development and formulations, to our

beauty needs from cosmetics to skincare and body

supply chains and packaging. Looking at how we're

care. That idea of conscientious, holistic care is the

delivering on our brand promise, and asking if we

foundation of our design principle.

measure up internally. With a successful ten years

in durability. As we've seen through in-store mer-

behind us, we want to hold ourselves accountable

chandising, if the substrate doesn't have the ability

to continuously recommitting to our customers.

to sustain its quality when a customer opens and

How have things changed since JMC launched
ten years ago? 

closes the box, that box becomes unsellable. A

With more competitive players in the space now,

How does packaging play into the brand

lot of money can be left on the table just from the

the consumer set has changed, and it's changing

experience? 

product getting handled by the customer.

year after year. The millennial, Gen Y and Gen Z

Our products, in Josie's vision, are all meant to be

We also learned what makes a board truly

a sensory delight. Meant to elevate

recyclable. We now use soy-based inks, water-

the typical morning routine into

based coating, and even recyclable mica pearl, all

a morning experience. One of our

of which are recyclable. We want to be sure our

initiatives is to more widely embrace

customers can put the secondary packaging into

this concept and incorporate it

the recycling bin with confidence. We communi-

into all our products, including the

cate the cartons recycled content by putting the

packaging.

environmental symbols on the bottom of the box.

So this is part of a much larger

How will JMC share its 10-year anniversary

story for the JMC brand? 

with its customers?

Yes, a couple of years back we de-

We're going to be doing a lot of storytelling this

cided to take a look at our secondary

year, and our sustainable story will be a big part

packaging and determine if we were

of the stories we share. Because we are a brand

creating something that spoke to the

known for how we innovate with natural ingredi-

brand values. When Josie launched

ents, it's important for us to practice a sustainable

the brand, our secondary packaging

approach, but because we are also a luxury brand,

was printed on CCNB (Clay Coated

it's equally as important for us to give our custom-

News Back), which at the time we

ers what they expect from a high-end perspective.

shoppers are loyal followers. They may not use the
word transparency and sustainability, but they

thought was the right thing.
During the auditing process, we researched

For us, this package delivers on all points.
One of our big dreams is to model how busi-

certainly hold those as values when they're making

different paperboard options and came across

ness can be done, so having this opportunity to

purchasing decisions. Shopping has evolved even

Neenah Packaging. Our learnings dispelled a

share our stories with our customers, enables us to

within the past five years. More consumers are

pre-conceived misconception about postcon-

make a ripple of difference. 

connecting with brands and making purchases

sumer papers. In our minds, they weren't the most

though social media.

durable substrate and had challenges with print
accuracy. Our research proved otherwise.

What have those changes meant for JMC? 
The change in the playing field has inspired us to

This prompted you to switch to Neenah

completely rethink our marketing approach, our

Packaging PC 100? 

approach to how we share our story. We have to

Absolutely. It far exceeded expectations in ap-

be more skillful in the ways we connect with our

pearance and print quality, but it also delivered


http://www.neenahpackaging.com

Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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