33 NOTICIAS I NEWS Alternative Fibers and Cardboard from Agricultural Waste As brands and manufacturers seek to reduce their reliance on virgin wood and strengthen their sustainability positioning, interest in non-wood fibers—such as bamboo, bagasse, wheat straw, hemp, or flax—and in agro-industrial waste pulps is growing strongly. For premium segments, alternative fibers are becoming a valuable brand narrative. In a context of increasing pressure to innovate, the challenge lies in making informed decisions and avoiding materials “eco-exotic”, lacking robust life cycle analyses that demonstrate a real advantage over optimized blends of certified virgin and recycled fiber. Optimized corrugated board for e-commerce and Ship-in-Container (SIOC) solutions In the beauty and health sector in particular, we are seeing how optimized corrugated board for e-commerce and SIOC models are redefining packaging by integrating protection, logistical efficiency, and sustainability into a single system. In the coming years, retailers and marketplaces will increasingly penalize over-packaging and demand certified and recyclable solutions. In beauty, this will translate into modular cardboard ecosystems with a refined aesthetic where structure, material, and internal communication replace decorative finishes as the defining characteristics. Smart Paper Packaging and Digital Product Passports (DPPs) Packaging innovation is moving towards smart paper packaging, where AI, digital labeling, and data layers are gaining prominence alongside the increasing use of paper. In parallel, the EU is deploying Digital Product Passports (DPPs) through the Ecodesign framework, and packaging is emerging as the natural medium for integrating this data, even though it is not legally required. From 2026 onwards, paper packaging will increasingly incorporate QR codes and, in some cases, Near Field Communication (NFC) to provide information on product, recyclability, refillability, authenticity, and environmental performance. Variable data printing on cardboard will become a strategic lever for batch traceability, personalization, and local message adaptation. Inclusive, People-Centered Cardboard Design Accessibility is emerging as a new frontier in packaging, driving more inclusive and user-centered cardboard designs, especially for people with limited manual dexterity or visual impairments. Cardboard structures will increasingly be designed with easy openings, high-contrast typography, tactile markers, and stable shapes that facilitate use. In beauty and fragrance, cardboard is becoming a particularly suitable medium for integrating accessibility through structural design. Inclusion is no longer just a regulatory requirement but an opportunity for brand connection. Understated, Material-Centered Aesthetics: “Quiet Luxury” in Cardboard In beauty, fashion, and other premium sectors, packaging is moving towards more understated aesthetics, where the prominence of the material, minimalism, and restrained finishes create codes of “quiet luxury” aligned with the sustainability and desirability demanded by today’s market. Luxury is expressed through subtle accents, understated palettes, and a conscious use of materials, rather than through comprehensive coatings. Looking ahead to 2026 and beyond, cardboard design is moving away from imitating plastic or metal and towards celebrating fiber as the protagonist. From Material to System: The New Role of Cardboard in the Value Chain The future of cardboard lies not only in the material itself, but also in the system. Regulation, functionality, data, consumer experience, and human-centered design converge and redefine what constitutes well-designed packaging today. In this new context, cardboard gains prominence, but also responsibility. For manufacturers and converters, the opportunity lies in going beyond supply and positioning themselves as true architects of packaging solutions: capable of integrating regulatory requirements, technical performance, industrial efficiency, and brand consistency in an increasingly regulated, digital, and circular economy. From here on, the key is not to “paperify” more, but to do it better: designing simple packaging that is practically recyclable, backed by data, rigorous life cycle analysis, and a shared system vision between brands and manufacturers.
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