Impress packaging revolutionises MaxMeyer "Velitia" interior paint range lafarge paints group

Impress Group continues its work of innovation in the decorating paints market. European leader in paint packaging Impress recently gave the Homebase (SigmaKalon) and Hammerite (ICI) brands a successful new look.

Now Impress has just launched some highly innovative packaging for the Veltia range from MaxMeyer. This new can's outstanding feature is its "Ultramatt" finish, which consumers find extremely attractive. And Impress innovation has won another accolade: the MPMA Supreme Gold Award!

Differentiation through packaging: the strategy
Lafarge Group asked Impress Group for support again – this time with the renewal of Veltia, a range of interior paints from the MaxMeyer brand. What MaxMeyer really wanted was to launch a new product concept, re-using the colour formula of the previous range, but with a new positioning. The idea was to present the Veltia range of products as specifically suited to interior décor and furnishing.

Impress was able to offer its client a new type of packaging, fit to accompany the new product launch and underline its innovative character. For the very first time on paint packaging, Impress has used an “Ultramatt” lacquer finish. Thus the Veltia paint can shows the typical matt finish of the paint itself. But it also faithfully reproduces its very light, slightly elastomeric touch once applied to the wall.

This Impress packaging marks another break with the traditions of a market which is conservative in its packaging ideas. The European leader in paint packaging has also proved the soundness of its strategy of differentiation through packaging. Since the launch of the new Veltia range five months ago, customer numbers have doubled and sales have tripled! The impact on consumers is clear enough, but packaging professionals have expressed their admiration too. The Veltia can with its matt finish carried off top prize from MPMA - the MPMA Supreme Gold Award – plus two gold awards (consumer appeal and homecare category)!

A track-record of innovation on behalf of Lafarge Paints and MaxMeyer
Relations between Impress and Lafarge Paints go back a long way. For over 20 years, Impress has been part of the development of Lafarge Paints’ branded products. Impress’s innovative dynamism, and its ability to provide top-quality service worldwide, are among the company’s outstanding qualities which Lafarge Paints has come to appreciate.

MaxMeyer itself is Italy’s leading paint brand. Created in 1884, the range is one of the most varied on the European market, comprising water or solvent-based products, coatings, paints for all substrates, dyes, shade mixing equipment, and much more. Positioned at the top of the range, MaxMeyer is recognized by Italian consumers for the quality of its products and services.

Since 1998, MaxMeyer has been part of Lafarge Paints Group, with a presence in France, Italy and Spain. Group turnover amounted to €350 million in 2003, and Lafarge Paints leads the Italian market in the building and interior paints sector.

For further Information, please contact:

Richard Moore, Vice-President Strategic Development
t: +33 1 45 19 18 14
e: richard.moore@fr.imp-group.com

Mary Chapman
t: +44 (0) 1452 720208
e: marychpm@aol.com

Discover Impress on: www.impressgroup.com