What’s Consumers Think of Cosmetic Package.
As consumer demand and global regulations push for increased sustainable packaging, beauty buyers are growing ever more conscious about their choices.Here, material advances from PCR to mushrooms, why transparency is now a must—and new calls for industry collaboration. If there’s one thing that everyone in the beauty industry can agree upon, it’s that there’s no perfect answer or definition when it comes to sustainability and sustainable packaging solutions. Even the meaning of the now expanded 5R’s (once 3R’s) is interpreted differently—from Reduce, Refill/Reuse, Recycle, Replace, Respect—to Refuse, Reduce, Reuse, Recycle, Rot (per zerowasteexchange.org).
The word ‘sustainability’ has become overused in the industry and oftentimes not correctly, which has led to confusion on the part of the consumer. With ‘sustainability fatigue’ increasing, ‘responsibility’ is taking over.,The concept of responsibility intimates a more personal relationship between the user and their surroundings, driving more active involvement.
Transparency Takes Control
The use of recycled materials for rigid and flexible packaging of any material type will continue to resonate with consumers, but transparency demands will be greater across the entire supply chain,the Carbon footprint reporting is just one example of transparent tracking that consumers are looking for. Consumers expect full transparency from brands and companies, adding that especially during Covid-19, “Sustainability is more than ever an imperative.”
But while sustainability has essentially become a mandate in Beauty, the challenges are many—and similar to what the pandemic has taught the world—“we’re all in this together.” To move sustainable goals ahead, there will also have to be a change in consumers’ behavior and relationship to the products, particularly in regard to refillables.Consumers have to adapt to new behaviors of beauty consumption. Today’s consumer expects so much more when it comes to convenience—personalization as well as sustainability. A new wave of products is beginning to launch designed with refill in mind. These solutions not only prevent excessive packaging waste but are creating new opportunities for a more personalized and inclusive solution.
