Sustainability, science and selling

By Natasha Spencer

- Last updated on GMT

Sustainability, science and selling
As sustainable and environmentally-friendly product launches, marketing messages and board-level initiatives gather in pace, cosmetics and personal care brands are innovating technology and packaging to stand out.

Reduce, reuse and recycle ​is a key strategy adopted by beauty names around the world. Energy, materials usage, packaging wastage and formulation processes are all under review to see if more efficient and sustainable methods are possible.

Industry-wide cooperation

In May 2018, beauty giant, L’Oréal, and environmental consulting firm, Quantis, launched the  Sustainable Packaging Initiative for Cosmetics (SPICE) ​for cosmetics producers and packagers.

Japanese cosmetics company, Kao, is promoting RecyCreation ​to replace throwing refill packs away after use and instead, reusing these. After collecting these used refill packs from within the local communities and its residents, Kao is then planning to recycle these into polymers.

L’Oréal Australia, Avery Dennison and Wasteflex have collaborated to remove label waste from cosmetics packaging​. The trio will take part in a recycling programme that pledges to provide zero waste to landfills.

In September 2018, German chemical and consumer goods brand, Henkel, revealed it was ramping up its sustainability targets as it supports and strives towards a circular economy. Focusing on packaging in the personal, home and adhesive technologies markets, Henkel commits to making 100% of its packaging recyclable, reusable or compostable by 2025. Within this period, the company also aims to use 35% recycled plastic in its Europe-based manufacturing efforts.

Product innovations

Household consumer goods brand, Unilever, recently launched its Day2 aerosol laundry spray. The Rotterdam-headquartered company emphasises the sustainability story behind the dry wash spray and labels it as “smarter laundry solution that gives clothes a second life and looks out for the planet whilst doing it”. It also promotes the less is more for the environment concept by emphasising how each bottle can save a full wash load and 60 litres of water.

Green aerosol technology developer, Salvalco, has received financial backing to further build upon its research and development (R&D) efforts in aerosol valve technology and promote its range of eco-valves for the home care, personal care and food-based industries.

Wholesale beauty supply provider, Qosmedix, has confirmed growing demands from eco-conscious consumers​, and as such, is developing their recycled and recyclable solutions.

In support of its environmentally-friendly initiatives, Henkel has also teamed up with packaging provider, Colep, to create lightweight aerosol cans​ for its hairstyling brand, Syoss.

Preparing for the future

As the global tube market is expected to hit $11.43 bn (€9.7 bn) by 2022, Adelphi Group is re-exploring and redesigning tubes​ to improve sustainable packaging as it aims to lower to the footprint.

At Dow Chemical Company’s 30th Packaging Innovation awards​, Procter & Gamble won the Diamond Award for its cutting-edge Air Assist product, which utilises breakthrough technology to produce sustainable and performance-led online and offline packaging.

The product’s packaging is made of 50% less plastic than a traditional molded bottle and the item also has the ability to lower the number of truckload deliveries through sending it as roll stock.

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