LENZING - Lenzing says it is continuing to gain traction across Asian markets following a number of new branding deals for its Veocel fibres.
The sustainable and environmentally compatible nature of Veocel has seen demand increase among brands and retailers across the region who are looking for sustainable alternatives for their products to address the rising demand for a sustainable lifestyle among Asian consumers, particularly from Millennials and Generation Z.
For example, in Korea, the Veocel brand has welcomed a total of five new co-branding partners so far this year. They have all partnered with Veocel to adopt the wood based and biodegradable fibres used in hygiene and care products for everyday consumer needs.
Korean brands including Deepondee and Neker are now using Veocel branded lyocell fibres on their facial sheet masks, I’m O has adopted the fibres for its sanitary napkin top sheet, while I’M Clean and Welkeeps represents the first brand in Korean to use Veocel Lyocell fibres for its flushable moist toilet tissue (MTT) and body wipe products respectively.
Lenzing is also continuing to gain traction among other brand partners. The company has partnered with Dr. Hsieh and Lab Smart in Taiwan and Vielle in Indonesia for facial sheet masks, and Japanese brand Akachan Honpo has used Veocel for its baby wipe products.
The new co-branding partnerships across key markets in Asia underscore the quality of Veocel fibres, particularly their cleanliness and gentle feeling on the skin which make them suitable for a wide range of applications, says Lenzing. It also outlines Veocel’s all-rounded portfolio and fibre offering that takes care of the everyday needs of consumers, whilst also being biodegradable and environmentally friendly. “At Veocel we work closely with our retail and brand partners to bring high quality and sustainable solutions for the everyday consumer," said Steven Tsai, Senior Regional Commercial Director for Nonwovens Asia at Lenzing. "In Asia, we expect to see health and personal wellbeing continue to be a priority for consumers which will drive the demand for sustainable beauty and hygiene products in the region. We are glad that we are seen as a trusted partner by brands and retailers as we continue to demonstrate our value in enabling our consumers to care for our planet in their everyday life.”
