madeincolours is a project born from a company for the companies, with the aim to protect and revitalise the colouring industrial field in Europe.
THE SCENARIO
The actual situation is in fact particularly tricky. Besides the well-known difficulties that all companies are sharing, connected with the economical crisis, high taxation, bureaucracy and difficulties to access to the credits, the European companies working in the field of the colouration have also to face strict and expensive certifications.
In particular, the REACH Regulation requires to all the manufacturers and importers of chemicals – such as dyes and pigments – to register each substance, through a long, complex and expensive process.
All the coloured goods produced in Europe – clothing, furnishings, accessories, packaging, paper products and cardboard… – are certified according to the law as safe and ethical, but they inevitably have higher prices than those imported from Extra-European countries, not certified and not bound to any control.
However, the end user has not the qualitative perception of the price difference between a European and a non-European product.
THE IDEA
The aim of madeincolours is to implement the most effective actions to inform and make aware the consumers of the qualitative difference between European and non-European products: from one side informing everyone concerning the existence and the aims of strict EU regulations taking care of the consumers health, to which European companies must be compliant; from the other side letting the potential customers instantly recognise in shops the products coloured in Europe.
Only knowing and recognising the value (not only the price) of the Made in Europe, the consumer will have the opportunity to choose consciously.
In order to realise this project, madeincolours intends to join all possible forces, including companies competing within the same market, believing that especially during hard times the most advantageous choice for everyone is to move altogether.
TOOLS
An informative label. A communication campaign. A web site.