Are new materials in beauty packaging just a trend or here to stay?
As consumers are growing their expectations in terms of sustainability, it is increasingly difficult for brands to know how to address this issue where packaging is concerned. Should you move to a full aluminium range, or promote zero waste, use 100% PCR materials, explore new innovative materials. There is no simple way to achieve sustainability transformation. However, some key principles are to be kept in mind: Exploration is paramount. Do not rush it. Understanding what’s at stake, taking a 360 view is key to avoiding shortcuts and misconceptions.
To help brands in their way to sustainability and clarify what is achievable in 2022, Eva Lagarde, founder of the B2B educational platform re/sources, has identified five key trends, in terms of sustainable packaging in 2022.
1 – New sustainable materials
Whether they are co-products from the agricultural or food industries (seafood, mushrooms, coconuts, bamboo, sugar cane…), forestry (wood, bark, etc.) or ceramic waste, a lot of new materials are invading our packaging realm.
These materials are attractive for the innovative notion they confer and the story worthiness they offer. There is a lot to say to the consumers about new packaging compounds. Firstly, you are moving away from petroleum, microplastics, ocean waste and all the rest of it, and secondly, the technological, as well as natural aspect, is a captivating storyline.
As an example, TheShellworks is currently developing new packaging from a bacteria digested polymer that is certified fully biodegradable. It will degrade in an industrial composter in about 5 weeks. The company currently offers a palette of 10 colours from off-white to dark mandarin orange or navy blue or black.
Another good example is with Chanel using the moulded pulp made from bamboo and bagasse (sugarcane waste) fibres by Knoll Packaging, and now the caps made with the bio-compound from Sulapac (90% bio-based materials, 10% of which are products derived from camellias), for the new Chanel n°1 range. An interesting move, indeed, from a major luxury player that would probably encourage more brands to embrace these new materials.
It’s worth noting that these new materials could be limited in shapes, colour finishes or decoration capabilities. These materials are also under a new stream of recycling, often through industrial composting (although they will eventually fully degrade in nature), they can damage the current plastic recycling stream if they end up in there. So a clear communication and educational message to consumers are really important to ensure an optimum end of life.
To learn more about the 4 other trends on sustainable packaging, read on: https://www.re-sources.co/blog/five-sustainable-beauty-packaging-trends
To explore more about new materials, join our live panel discussion at Clean Beauty in London with Shellworks, Bybi Beauty, and Morrama design
3:30 pm – 4:15 pm
Ms Dominica Minarovic, co-founder, BYBI BEAUTY
Ms Elsie Rutterford, co-founder, BYBI BEAUTY
Ms Juliette Bouilly, industrial designer, MORRAMA
Mr Amir Afshar, CPO & co-founder, SHELLWORKS
Ms Eva Lagarde, CEO, RE/SOURCES