The introduction of VEOCEL™ is a key milestone of Lenzing’s new brand strategy to transform from a business-to-business (B2B) fibre producer to a business-to-business-to-consumer (B2B2C) brand. Coupled with ongoing co-branding, joint marketing and brand education initiatives conducted with customers and brands globally, VEOCEL™ will enable Lenzing to shift its focus beyond fibre types to product application and build a relatable and emotional connection with consumers.
“Guided by our sCore TEN strategy, the launch of the VEOCEL™ brand will accelerate our migration into a speciality fibre business with a strong focus on innovation, quality and sustainability. Through ongoing proactive communication, the VEOCEL™ brand will also promote a holistic understanding about the benefits of botanic fibres in nonwoven products across the industry value chain and among consumers. This will not only help to maximize the marketing efforts of our customers and partners, but also drive dialogue about sustainability across the nonwoven industry. Through the VEOCEL™ brand, we hope to address the growing demand for transparency and sustainability across the value chain and provide consumers with greener product options,” said Robert van de Kerkhof, Chief Commercial Officer of Lenzing Group.
VEOCEL™ fibre portfolio includes VEOCEL™ Lyocell and VEOCEL™ Speciality Viscose fibres, which are derived from renewable or sustainable wood sources from certified and controlled forests and plantations. The botanic origin of the fibres offers functional benefits such as improved moisture absorbency and management, contribution to breathability, good hand feel, blending versatility, and all VEOCEL(TM) fibres are certified biodegradable in soil, landfill, compost and seawater. With a strong commitment to ensure fibre cleanliness, these fibres are manufactured using a stringently monitored production process in accordance with Lenzing’s high quality, environmental and safety standards.
The latest addition to the VEOCEL™ Surface brand – the VEOCEL™ Lyocell Fibre with “Quat” Release technology, is a premium and speciality wood-based cellulose fibre that is used in hard surface cleaning and disinfectant wet wipes. VEOCEL™ Lyocell fibres with Lenzing’s quat release technology allow quaternary ammonium compounds, also known as “Quat”, to be released from wet wipes onto the surface for effective cleaning and disinfecting in household and industrial environments.
While the nonwoven industry has acknowledged the benefits of Lenzing’s cellulosic fibres, such as their sustainable nature, botanic origin and ability to improve cleaning experience, the majority of single-use cleaning and disinfectant wet wipes mainly consists of synthetic fibres such as polyester and polypropylene. This binding interaction substantially decreases the release of “Quat” and can negatively impact the efficacy of the disinfectant product. However, with Lenzing’s “Quat” Release technology, the binding of “Quat” to the surface of VEOCEL™ Lyocell Fibres is significantly reduced, resulting in improved effectiveness of surface cleaning and the disinfection process. Wet wipes containing VEOCEL™ Lyocell Fibre with “Quat” Release technology demonstrate significantly improved release of “Quat” from the wet wipe to the surface, resulting in improved product stability and performance. In addition, VEOCEL™ Lyocell fibres also promote good absorbency, homogenous distribution of liquid in wet wipes and good hand feel.
“Today’s consumers, especially the millennial generation, are more mindful of their ecological footprint or the mark they leave on the natural environment and its resources. Since nonwoven products are mostly for single-use, we have seen increasing interest across the industry value chain in sustainable product composition and transparent production processes. With more consumers wanting to identify sustainable products that are biodegradable and environmentally responsible with proven functionality, the need for brands to be more transparent in product ingredient labelling is greater than ever. We hope that through VEOCEL™ and the newly launched VEOCEL™ Lyocell Fiber with “Quat” Release technology under the VEOCEL™ surface brand, we are able to drive the entire nonwoven market forward and raise the bar for ingredient labeling and environmental standards across the industry,” said Wolfgang Plasser, Vice President, Global Business Management Nonwoven of Lenzing Group.
Following the introduction of VEOCEL™, joint promotional programmes with retail brand partners will be rolled out to equip consumers with the knowledge they need to identify nonwoven products that combine advanced performance, comfort and sustainability. “With VEOCEL™, we are building a consumer-focused ingredient brand that proactively communicates with consumers through a B2Me approach, which is unique to the nonwoven industry. Given nonwoven products are in close contact with skin or other sensitive areas of the body, ongoing consumer outreach plays a critical role in building trust among consumers. Matched with a tagline ‘purely for you’, we wish to convey a VEOCEL™ brand promise that highlights our dedication to provide certified clean and safe products and pure care to consumers and the environment,” said Harold Weghorst, Director of Global Brand Management of Lenzing Group.