Initially focused on babies and then on the care of their mothers, the Joone brand has built up a totally transparent collaboration with its community. For the launch of its first beauty routine, Joone entrusted the eco-design of the boxes to the Verpack group in a sustainable partnership approach.
Joone's adventure began in 2017 with the launch of healthy and "transparent" baby diapers, capable of reassuring young parents and making their lives easier thanks to a subscription principle. Joone then initiated the concept of "companion brand" whose development relies on the collaboration of consumers. After a collection of hygiene and beauty products, the brand is launching this year a line of three face essentials. A range designed by the women of its community, some of whom have become the muses of this new ritual. A blockchain platform called Doorz is at the heart of the approach, tracing the history of the product in complete transparency: formulas, sourcing of raw materials, manufacturing methods, distribution...
The Verpack Group acts as an informed partner
In charge of the production of the boxes, the Verpack group joins this responsible logic which forms the DNA of the brand. The group supports the brand in its choices between packaging functionality and measuring its environmental impact. Dedicated to two skin care products (cleansing gel and moisturizing cream), the boxes were made of FSC card, printed and varnished with vegetable inks. In this logic of continuous improvement, the Verpack group uses its Ecolab life cycle analysis tool for developments that are both virtuous and transparent.
"In this collaboration, we gain the competence and maturity of a group, but also the industrial flexibility adapted to our model"explains Baptiste Piraud, buyer and project developer.
