LG Fashion Week Beauty by L’Oréal Paris – held in Toronto betwen March 28 – April 3, 2010, is known as a leader in style and innovation. Although the focus is on designers, these characteristics continue off the runway. Behind the scenes, Tetra Pak Inc. is sponsoring LG Fashion Week for the second season in a row by providing water supplied and packaged by Ice River Springs Water Company Inc. of Feversham, Ont. in Tetra Pak’s aseptic paperboard cartons as a green alternative for water on-the-go.
The recyclable Tetra Pak cartons are produced on Ice River’s aseptic packaging line purchased through Richmond Hill, Ont.-based Tetra Pak Canada Inc.
By adopting the Tetra Pak recyclable cartons, LG Fashion Week wants to show Canadians that the fashion industry is committed to providing sustainable solutions to consumers. Using Tetra Pak’s water cartons sets an example of responsible ways to help lower the environmental impact.
"Canadian trendsetters demand superior, sustainably designed products. Whether it covers your body or nourishes it, people want a brand they can live with. I love the water!" says Robin Kay, executive director LG Fashion Week Beauty by L’Oréal Paris. "We know that water packaged in Tetra Pak’s eco-chic cartons will satisfy the needs of our enviro-conscious attendees all week."
Tetra Pak has become a mainstay at fashion weeks worldwide, from Mercedes-Benz Fashion Week in New York to international countries like Brazil and Greece. The company’s approach to marketing is pioneering for both the packaging industry and B2B (Business-to-Business) companies. The lightweight cartons are not only a sustainable alternative for on-the-go water but also provides opportunities for beverage and food companies to create iconic packaging statements for their products.
"We focus beyond tomorrow, leading the way towards creative, innovative solutions that are good for our business, our customers’ business and good for society. Thinking as a B2C (Business-to-Consumer) company, we reach out to consumers and trendsetters and educate them on the benefits of our packaging," explains Carla Fantoni, vice-president of communications, Tetra Pak.
Tetra Pak has been leading the industry in facilitating carton recycling since 1990. Approximately 80 per cent of Canadians now have access to carton recycling. By using a renewable resource sourced from responsibly managed forests, these cartons protect what’s good, both inside and outside the packaging.