The German city of Nuremberg is the hometown of Faber-Castell, where are located its headquarters and the main production centre for cosmetic pencils, of this family owned group. Right in the city, in the middle of a park of several hectares stand together the century-old castle and the factory with its state-of-the-art production tool that produces each year some 100 million cosmetic pencils.
Environmental and business consistence
Faber-Castell is actually an “institution in writing instruments”, directed by Count Anton Wolfgang von Faber-Castell who has been chosen “eco manager of the year 2008” by the World-Wide Fund for Nature (WWF) and the German business magazine Capital.
For Eberhard Brandes, managing director of WWF Germany, puts it: “Faber-Castell is an outstanding example of how a globally active company can set far-reaching standards in social and environmental matters, despite growing market pressures”.
The group, which will be celebrating 250 years of existence in 201, produces over 2,000 articles: black-lead and colour pencils, cosmetic pencils, artists’ pencils and crayons, wax crayons and fibre-tip colouring pens, ball-point pens, highlighters and other office supplies, superior writing implements and desk accessories.
80% of the wood for the pencils grows in their own FSC-certified forests, run on environmentally and socially compatible lines.
There has long been constructive cooperation between Faber-Castell and the WWF. The subject of biodiversity also gets increasing attention: the company’s forests in Brazil are home to a growing number of indigenous endangered species of flora and fauna, in the areas left as natural woodland that now make up roughly 30% of the total afforested area.
The company is also a pioneer in the field of environmentally compatible water-based paint for pencils.
However, “social and ecological commitment must also pay off”, points out Anton Wolfgang von Faber-Castell. The company’s forests in Brazil are not only exemplary in matters of conservation; they also render the company independent of variations in the price and quality of wood from outside suppliers.
The group’s headquarters are heated partly with wood waste, while a water turbine provides 25% of their electrical needs. The savings in raw materials and energy, and the use of waste as part of the company’s ISO certification, have contributed to continual improvements in the manufacturing processes and thus led to a containment in costs.
Cosmetics: a strategic sector
Headed by Countess Mary von Faber-Castell and by Stefano Castelletti, the cosmetic business unit accounts for about 10% of the group’s total turnover (some 450 million Euros).
Faber-Castell Cosmetics has also widely communicated on its environmental commitment by launching last year the ‘Truly Natural’ range, a holistic ecological make-up concept for eyes and lips that puts high demands on contents and outward appearance. Apart from the formulation with up to 95% natural ingredients which is suitable for sensitive skin and meets the conditions of Ecocert, perfumes, preservatives, and talcum are not used. Moreover, the cosmetic pencils are made from FSC-certified wood and their protective cap is made from biodegradable materials.
At the last Cosmoprof in Bologna, the German company was very prolific in showcasing quite a few novelties.
With the Touch range Faber-Castell presented a highlight in decoration technology: the 3-D elevated graphics. This special technology rounds up products and their marketing concept: Whether Zen Deluxe with its bamboo design for liner or crystal lacquered with prism design for Pure Prism Lipglass. The 3-D elevated graphics add uniqueness and brand recognition to pencil design – visible and touchable.
The Look range features several products to create a glamorous make-up: Pearlpower, an eyeshadow range with sophisticated iridescent shimmer. Lightweight, long-lasting and waterproof. Glitterpower with its diamond sparkles leaves a high luster and long-lasting effect on eyes and cheeks. While Powderliner is a non-oily, powdery and lightweight eye and brow texture with a silky smooth glide and long-wearing properties. Punk your eyes features a range of chubby liquid liner in a modern, provocative design and application.
Under Care Faber-Castell united convenience in formula and packaging with smart solutions for a perfect complexion and for neat summer nails: The Skin-retouch specialist rejuvenates and illuminates the skin. The Advanced line smoother is enriched with wrinkle smoothing Dermaxyl® and vitamin E for a visibly smooth complexion and exceptional skin feeling. Lip Triple combines a lip plumping base with skin priming properties and colour with satiny shimmer. The 2-step nail prep with its integrated file combines innovation in packaging and formula and conditions the nails to be ready for manicure. The Flip-Flop Feet concept consists in 3 different products: a Luminous Nail Brightener, Nail Renewal Oil and Refreshing Nail Care which provide pedicure in a flash for neet summer nails.
Also, and more recently, the Quick Eye Styler - a liquid Eyeliner with carbon black. This water-based formula glides on perfectly creating an intense, crease-proof line. The slim and soft brush tip provides a precise lining in one easy stroke.
Not to mention Minerals, an eyeliner formulated with waxes and oils of natural origin for sensitive eyes and contact lens wearers. It contains minerals salts that act like cell energizers and Bisabolol that helps nurture and care the skin.
And finally, Diamond Lashes, a fine mega-shine glitter gel to create a jewel-like effect. A multifunctional styling polymer provides hold and silky, lightweight feel. Dries fast, raises lashes optically when applied above the lash.
From pencils to ….
With factories in Germany and Brazil, Faber-Castell Cosmetics offers pencils as well as cosmetic applicators.”We have a wide range of products and packaging options”, explains Stefano Castelletti, “and what is important is our reactivity to market requirements. We make life easy for our customers by supplying the finished product ready for distibution out of one hand”.
Eyes, lips, face…., the group is also active on the nailcare segment. “Nothing says we won’t go any further”, admits Stefano Castelletti, "capitalising on the know-how and versatility of the writing instruments technology. At the same time the opportunities in new applications in the colour cosmetics segment are also very attractive … ".
In all cases, the group does not exclude external growth strategies and partnerships to conquer new markets.
