How NSK France turned its after-sales packaging into a story of care and quality

NSK is a leading Japanese manufacturer of high-tech dental equipment, especially known for its rotary instruments. In France, the brand operates through a small but agile subsidiary, selling the NSK premium and innovative dental tools.

For a brand known for precision, protection matters. So when NSK France set out to rethink its after-sales service offering, they didn’t just look for a practical packaging solution — they looked for a whole package that could speak their values. 

The challenge: catching up, without cutting corners

For some years now, dentists that use NSK products in France have been entrusting the repair and maintenance of the tools to competitors who have set up a free after-sales service.

Faced with the use of generic spare parts, often of inferior quality, NSK France realised that to reclaim trust and stay true to its standards, they needed to implement a new kind of returns service for their products.

“We were lagging behind our competitors when it came to the process of returning our tools,” says Olga Gast, Marketing and Communication Manager at NSK France.

“We wanted to catch up. But we also wanted to make sure the packaging we choose is practical for dentists, protects our equipment and the environment, while offering a customer experience that matches the company’s brand image.”

– Olga Gast, Marketing and Communication Manager at NSK France

Taking a page from the luxury playbook

It was while doing some research on new packaging solutions that Olga discovered Woola and its packaging made of waste wool.

 "When it comes to offering a great customer experience, the luxury sector is often ahead of the game,” says Olga. “I researched the packaging used by luxury brands and found an article about a watchmaker or jeweller using Woola's envelopes.”

So, Olga decided to get in touch with Woola.

Choosing wool packaging that reinforces a premium brand image

From first contact to adoption, things moved fast.

Although the price was higher than that of bubble wrap packaging, Wool Envelopes immediately won over the management committee, who recognised the unique selling point.

"I didn't have to convince the team because everyone instantly saw the value of this solution and the story it told in the customer experience,” Olga shares.

“Packaging our top-of-the-range equipment in wool is like giving it a showcase, and in so doing we raise awareness of its quality.”

– Olga Gast, Marketing and Communication Manager at NSK France

The logistics weren’t too complicated either — after all, adding an envelope for returning and shipping products involves additional handling steps, but once again, Woola envelopes were adopted very easily.

The new after-sales service was launched in January 2025. A Wool Envelope was included with the brochure that NSK sends each year to 42,000 dentists in France, with a presentation of the new service.

The service is as simple as it is practical: dentists slip the product into the stamped envelope to send it for service, and receive back the repaired equipment along with a new envelope ready for the next shipment.

Soft on the products, strong on impact

“We have succeeded in showing that the brand can be innovative in its after-sales services, and in differentiating ourselves from the competition by offering a customer experience that conveys luxury and sustainability.”

– Olga Gast, Marketing and Communication Manager at NSK France

After a few months in action, the Wool Envelopes have proven their worth. The envelopes protect the instruments from moisture and impact — even in unpredictable weather — and the wool padding leaves no scratches on the titanium.

Wool’s natural protective properties, such as elasticity and moisture absorption, shine in this use case.

Next, the teams are thinking about how to make the use of Wool Envelopes circular, by finding a way to reuse them several times.

But for now, one thing is clear: wrapping premium dental gear in wool packaging doesn’t just work. It elevates the experience.

Want to test Woola packaging for your products? Get a sample pack and see the difference yourself.