Today, cosmetics manufacturers are opting for ecologically friendly production, focusing on the entire lifespan of a product and the raw material used in production. And packaging is “organically diversifying”, taking inspiration from nature! In packaging, the green revolution is really underway! In a recent Nielsen poll, 51% of baby boomers (ages 50-75) said they would pay more to limit a product’s carbon footprint. And this is even truer of the young generation. They often see packaging as excessive or useless, and prefer new forms of consumption, like unpackaged food.
This new “ecologically aware” outlook leads to all aspects of products and the production process being redesigned. Fashionistas love what’s natural, so are seeking more ethical cosmetics based on formulas that are gentler – for the planet and the family! Organic cotton pads, gentle shampoo (Carrefour’s Nectar of Nature), make-up (Caramel, So’Bio Ethic): in just a decade, natural beauty products have conquered the shelves. This green movement is now a major trend. According to the Kline agency, the world market should see annual growth of 10 %.
Products are now more natural, and packaging is following suit. Alongside regular cardboard packaging, new, fun and biodegradable ideas are on the up! Packaging made of cane sugar by Yves Rocher, bamboo-based boxes for the Tay cosmetics range, bioplastic toothpaste tubes in Sweden – cosmetics manufacturers are opting for environmentally friendly packaging. Making use of new technologies, some brands are playing the innovation card, such as Dior, which has replaced its user instructions with a
QR Code (HydraLife)!
The time for “lighter” packaging has come, with brands like Lush waging war against excess packaging, such as unnecessary film, blister packs or presentation elements. At Bo-Ho and at Yves Rocher, packaging is adjusted to perfectly fit products. L’Oréal has also put its packaging on a diet, reducing weight and size, and particularly by decreasing the thickness of its plastic bottles! And less packaging means lower costs!
Meanwhile, four beauty giants, Clarins, Coty, L’Oréal and Groupe Rocher, set up the “Responsible Beauty Initiative” in 2017, alongside EcoVadis. It aims to boost the sustainability of all supply sources, by pooling the best ethical, social, environmental and commercial practices. Focused on sustainable and responsible purchasing, the project seeks to unite brands around CSR cosmetics and meet consumers’ expectations.
EUROPE – IT’S A WRAP
What do Europeans want in terms of packaging? ALL4PACK carried out a poll in 4 countries in 2016 (Germany, Spain, France and Italy). Aspirational, practical or recyclable packaging – the study highlights each nation’s cultural specificities. The French want packaging to be useful and informative. In Italy and Spain, they are more interested in aesthetic and emotional aspects. And the Germans prefer eco-friendly, recyclable packaging with a low environmental impact.