packaging market overall:
• The (re) union of package structure and branding. The time
is now for brands to roll out unique packaging structures that not
only differentiate on shelf, but also help form and support brand
identity...
• The face and role of packaging online. As e-commerce
grows, brands must explore both the opportunities and threats
that this can bring, as the shift from in-store to in-home shopping becomes a core part of the packaging design conversation
and brief...
• Packaging gets smart, active and intelligent. While there is a
lack of standardized definitions for smart, active, intelligent, and
even mobile-enabled packaging, there are still clear and measurable connections with consumers.
• The experience of packaging. Packaging design has become
dominated by the need for brand recognition and
variant identification and information. Consumers
are increasingly looking for brands to entertain
and engage them.
“Consumers have a lot of expectations,” said
Luttenberger.
The Eco Undercurrent
One of those expectations is the environment. Consumer concern about a company’s environmental footprint has been
shaping package decision-making for
years. But nowadays, greener packaging
and processes are expected.
“It should be business as usual rather
than an unusual way to do business,” said
Luttenberger. “Consumers expect that you
are doing the right thing.”
Brands are doing just that—and are
many are pushing further so the packaging
they produce and place into the economy
can have even less impact on the Earth.
“Our approach is looking at best mate-
rial options with the least negative impact
to the environment,” said Gary Calicdan,
ethical buyer at Lush. “With post-consumer
recycled (PCR) materials being half the en-
ergy required to produce, we try to make sure
we use recycled materials in our packaging
whenever possible. We also consider the
after-use aspect of our packaging, making
sure it is highly recyclable and or biodegrad-
able/compostable. Lush’s goal is to ethically
source our raw materials and packaging in
the most sustainable way by reducing nega-
tive impact while increasing resiliency of our
supply chain.”
Lush’s classic black pots are a prime example. These sim-
ple vessels recently garnered the company an award from the
Association of Plastic Recyclers (APR) for being the first US FDA
rigid packaging application for cosmetics use made from recycled
polypropylene (PP).
According to Calicdan, packaging has been a journey.
“We started with using virgin raw materials in our packag-
ing, then moved to recycled contents and now full 100% recycled
materials. We have been importing our packaging from the be-
ginning, mostly UK dependent. Over the years, we have been
successful in local sourcing and that now includes using recycled
materials from US and Canada curbside recycling program. We
also reduced the amount of packaging materials by down gaug-
ing and re-sizing.”
But hurdles remain in place. “Availability of clean and con-
sistent supply of post-consumer recycled materials
continues to be a big challenge in North America,”
He added that Lush is qualifying more options
which includes investing in R&D for new materi-
als, new source and new manufacturers.
“Networking with recycling organiza-
tions and packaging professionals helps
us to gain more information on trends and
developments in packaging,” he added.
Unilever is looking to do more too. The
firm last month unveiled details around
something called the CreaSolv Process, a
technology to recycle sachet waste, which
is an issue especially in developing and
emerging markets where the small pack
size makes purchases more affordable for
consumers. According to the CPG giant,
hundreds of billions of plastic sachets are
tossed away globally, ending up in landfill
or as litter.
The CreaSolv Process, developed
with the Fraunhofer Institute for Process
Engineering and Packaging IVV in Germany,
has been adapted from a method used to
separate brominated flame retardants from
waste electrical and electronic equipment
polymers. During the process, the plastic is
recovered from the sachet and is used to create new sachets for Unilever products, creating a full circular economy approach. Unilever
plans to open a pilot plant in Indonesia later
this year to test the long-term commercial
Cheers! Yes To’s body wash bottle
resembles a cocktail shaker.
