Green packaging shifts up the priority list for brand owners and consumers

By Chris BARKER , 29-Nov-2013

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Increasing environmental awareness means that sustainable packaging is becoming a higher priority for both consumers and brand owners, as evidenced by the number of cosmetics firms opting for a greener option.

Elizabeth Arden this week chose the Airopack dispensing system, and this adds to the long list of brands opting for environmentally friendly packaging in order to appeal to customers.

The Elizabeth Arden Ceramide products are being produced through the Airopack Full Service Operation, which will see the dispensers produced, filled, sleeved and packed to meet the brand’s specifications.

Increasing awareness

“Brand owners become more aware of their responsibility in today’s society. As environmental awareness shifts higher up the priority list at both consumers and brand owners, sustainable products become increasingly important to express a brand message,” Airopack marketing manager Caren Kuijs tells to CosmeticsDesign-Europe.com

“Over the last 10 years we have identified an enormous growth in cosmetic formulations holding natural ingredients and with this Airopack is able to enhance the total sustaining message on shelf for the consumer.”

This technology has also been adopted by other major companies in the recent past; including Procter & Gamble and Danish brand Nordictan.

As technology advances, lightweight packaging and aerosols with a low carbon footprint and CO2 impact are becoming more practical and are being adopted by larger numbers of companies.

Industry examples

Estee Lauder subsidiary Aveda recently brought a new dimension to packaging by introducing 100% recycled packaging for eye colouring in their ‘Essence of Nature Single Eye Color Refil’ line, launched earlier this year.

The company also adopted the tactic of selling refills of its most popular colors, to allow consumers to re-use the same packaging multiple times.

Copyright - Unless otherwise stated all contents of this web site are © 2013 – William Reed Business Media SAS – All Rights Reserved

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