Reflex continues to be proactive in identifying customer needs, and tailoring products to meet them.

In 2002, extensive market and consumer research into paper usage patterns and attitudes culminated in the trial and subsequent release of six new Reflex lines.

Among other things, the research found that many consumers preferred to print drafts and make corrections on hard copy. This led to the introduction of Reflex Draft Ð an economical, lighter weight paper ideal for draft documents.

Similarly, research indicated that many customers were concerned about waste, yet unwilling to compromise on paper quality. This resulted in the creation of Reflex 35 per cent Recycled.

Other new products include Reflex A5 (ideal for memos and notes), Reflex 300-Sheet Handy Pack (for low volume users), Reflex 700-Sheet Bulk Pack (for high volume users), and Reflex Presentation 100gsm (ideal for proposals, school projects and other important documents).

New products flow from the evolution of technology as well as market research. Reflex Inkjet paper is produced in partnership with a leading Japanese inkjet paper manufacturer and is designed to give customers superior results with colour inkjet printers.

The Reflex pack has also evolved. Protection from moisture is an essential function of the Reflex wrapper, and an online video monitoring system automatically rejects any packs which fail to meet the strict tolerances.

In mid 2002, the Reflex packaging design was reviewed. Shaped by broad consumer research, the new design is simpler and more streamlined, yet still instantly recognisable as Reflex. On-pack information has been carefully selected and arranged to convey the pack's contents as well as the Reflex guarantee, consumer hotline and Australian origin.

To keep the brand at the forefront of quality, Reflex has invested more than $300 million in world-class technology in the M5 paper machine at Maryvale Mill.

Reflex also recently upgraded its website into a knowledge centre. Awarded the prestigious Melbourne Advertising and Design Club Bronze Prize for Best Consumer Website in May 2003, the website offers extensive tips on creating impressive documents, printing photographs at home, and other ways to make the most of Reflex paper.