Before the Reflex name appeared on reams of paper, the category in Australia, and the world was dominated by generic descriptors. In the case of Reflex it was "127n copy paper".

Identifying a market opportunity to exploit the quality advantage of Australian made paper over imports that were flooding the market, Australian Paper created the Reflex brand. Rarely in the world has a single paper brand been as successful as Reflex in the office papers category.

Reflex's success wasn't simply the culmination of a clever marketing campaign. It lived up to its advertising claims.

Reflex has always been extremely reliable Ð a feature that has since formed the basis of its personality. It was a reliable performer, widely available, and it offered a good level of whiteness and excellent consistency from ream to ream.

Reflex has always placed a strong emphasis on quality control, demonstrated in Reflex's 100 per cent guarantee. The stringent testing begins when Reflex is in the paper machine. A processing scanner automatically measures paper grammage, thickness, moisture, and colour, and feeds the information to a central computer. Samples from each finished batch are then tested on latest technology printers and copiers to ensure performance to the required standards.

Another key to the brand's success has been Reflex's commitment to change. Early in its brand life, Reflex recognized that different papers were required for different tasks. During the technology boom, when people began printing and copying more documents at home and in the office, Reflex continued to create new products to satisfy consumer needs.

By 1991, Reflex was available in three different weights, a range of six colours, and specialist variations for high and medium-speed laser printing, presentation amd archival use.

Today, the progress continues with Australian Paper's Office Papers team using research-driven insights to maximise the value of market segmentation, understand the changing role of paper in organisational communications and explore new opportunities for the Reflex brand.