Gmund Papier and Nø Cosmetics: Packaging for drugstore products
Gmund Paper at the Point of Sale
Gmund papers can also be found on the shelves of various drugstores. We support our customer Nø Cosmetics with our Gmund Used collection to enhance their brand presence at the point of sale. Especially here, in an environment of fierce competition and short customer attention spans, product design plays a major role in setting a company apart from its competitors.
How does packaging influence customers‘ purchasing decisions and their perception of products?
In an exciting interview, the young and successful conscious beauty brand offers us a glimpse behind the scenes of its corporate philosophy and the process of designing a successful brand identity.
Nø Cosmetics was founded in 2017 by Caroline R. Kroll and her father. The goal: to develop reliable, effective skincare that is kind to the skin and the environment. Innovative skincare concepts and a commitment to sustainability, effectiveness and compatibility are winning over more and more customers. The company’s environmentally conscious approach encompasses every aspect of the product – including the packaging.
“At Apple, it was the garage; at Nø Cosmetics, it was the basement. My father was the one who founded the company with me. With 25 years of experience in the beauty industry, he paved the way for me to bring out what I felt was missing: effective skincare that is kind to the skin and the environment.”
Corporate Philosophy
What makes Nø Cosmetics‘ sustainability concept so special?
‘Our holistic approach – for us, sustainability means not only environmental protection, but also social responsibility and genuine transparency. Our products consist of up to 95% ingredients of natural origin. We also think sustainably when it comes to packaging: we use recyclable materials such as glass, aluminium, paper and tubes with post-consumer recycled content. Production takes place exclusively in Germany. In addition, we are actively involved in environmental and social projects and ensure that our products are developed in a transparent and scientific manner. We want to show that sustainable skincare can be not only effective, but also responsible and fair.’
What role does design play in brand communication and product development at Nø Cosmetics?
‘Design plays a central role at Nø Cosmetics – not just as an aesthetic element, but as an active part of our brand communication and product development. Our minimalist, gender-neutral design reflects our values of sustainability, transparency and effectiveness. The packaging is not only visually appealing, but also functional and environmentally friendly. For us, design is much more than just ‘looking good’ – it is an expression of our attitude.’
What common values do you see in your collaboration with Gmund Papier?
‘Both companies share a clear focus on sustainability – whether through environmentally friendly paper production at Gmund or through ingredients of natural origin and resource-saving materials at Nø Cosmetics. We are also united by the theme of innovation. In addition, we both attach great importance to high-quality, well-thought-out design. It is precisely these values that make our collaboration so authentic.’
Packaging & Texture
How important is the packaging of your products?
‘Our product packaging not only protects, but also conveys important information. To offer our customers even greater added value, we decided to fill the boxes with information not only on the outside, but also on the inside, making optimal use of the available space.’
How does the packaging help to differentiate your products from the competition?
‘Anyone who knows our products knows that we use eye-catching colours. This is not only because of the rainbow, which stands for inclusion, but also because of its recognition value and visibility in drugstores. If you look back at the beauty shelves 10 or 5 years ago, white and black often dominated. There were always colourful accents, but not to the same extent as today. Now, many companies are using completely coloured packaging to attract attention. Many products on the skincare shelf are now refined to make them look even more high-quality. However, this can have a negative impact on recyclability, which is why we have deliberately decided against it. But it is precisely the combination of colourful Gmund Used paper and minimalist design that makes our products stand out and gives them a special feel.
In practice, we have found that high-quality packaging not only increases attention on the shelf, but also strengthens the perception of the product as authentically high-quality. This can have a positive impact on sales success, as customers are more likely to pick up and try products with attractive packaging.’
How important is the feel of the paper and how the material feels and looks?
‘We want our packaging to feel high-quality, not just visually but also to the touch. The right material helps to create a positive, exclusive experience and intensify the connection to the product. It is important to us that customers not only see but also feel that the choice of materials has been carefully considered from start to finish in the development of the product.’
What emotions or brand values should the paper convey to customers?
‘Above all, the paper should convey values such as quality, sustainability and trust. We also want the choice of material to evoke a sense of responsibility and respect for the environment, reflecting our commitment to sustainability.’
“In practice, we have found that high-quality packaging not only attracts attention on the shelf, but also strengthens the perception of the product as authentic and high-quality. This can have a positive impact on sales success.”
Collaboration with Gmund Papier
How did you first hear about Gmund paper?
‘We first met at a packaging trade fair in Monaco. Even then, we were impressed by the openness and warmth that Gmund radiates. Shortly afterwards, we had the opportunity to see the paper mill’s processes and unique approach for ourselves. Although there was no direct collaboration at that point, our exchange already felt very familiar – an experience that provided us with valuable insights and inspiration.‘
What was the decisive factor in your decision to work with Gmund?
’At Nø Cosmetics, we weigh our decisions carefully and make sure that they are not only functional, but also have a positive impact on the community and our planet. Switching to Gmund Used paper offers us exactly this opportunity: it’s not just about excellent outer packaging that protects the product, but a conscious step towards conserving resources by using recycled paper – a contribution that is in line with our values.‘
How did the joint development process proceed from the initial idea to the finished product?
‚First, we had to find an approach that would give the skincare shelf a new, fresh look with bright colours and Gmund Used paper. Similar to the product development process for skincare, we worked with Gmund on the paper until everyone involved was completely satisfied. We started by redesigning one product to test the response. After positive feedback, all other products followed suit. We were so convinced of Gmund’s mission that we were keen to incorporate the Gmund Used logo on our outer packaging – a visible sign of our shared commitment to sustainability.‘
