Leading fibre company, the Lenzing Group has unveiled Veocel, the new nonwoven specialty brand. Positioned as a premium brand of nonwoven fibres for daily care rituals, Veocel provides the nonwoven industry with fibres that are certified clean and safe, biodegradable, from botanic origin, and produced in an environmentally responsible production process.
Offerings under the Veocel brand cover a broad range of applications for everyday use, from baby care, beauty and body care to intimate care and surface cleaning. Such applications are categorised under branded offers Veocel Beauty, Veocel Body, Veocel Intimate, and Veocel Surface.
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.
Veocel fibre portfolio includes Veocel Lyocell and Veocel Specialty 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 fibres are certified biodegradable in soil, landfill, compost and seawater.
The latest addition to the Veocel Surface brand – the Veocel Lyocell Fibre with “Quat” Release technology, is a premium and specialty 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.
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. (GK)
Fibre2Fashion News Desk – India