Consumers nowadays have more and more choices for
their beauty care while they are also changing preferences to sustainable
goods. Indeed, for this reason, cosmetic industry is heading for bio and
natural base. …And every single product requires a packaging, which is vital
for firms to seek for sustainable packaging solution to fulfill the
environmental friendliness of their brands.
The consciousness of using sustainable packaging and
the pragmatic actions do not come out easily. It is a process from the changing
of consumers’ behaviors to the brands’ realization, from just the advertisement
to actual movement of firms.
Pros and cons of plastics packaging in Cosmetics
industry
Apparently, plastic is the most
common material for cosmetics containers due to its practicability. Plastic is
water-resistant which is suitable for most liquid, wet, greasy and creamy
beauty products. It is also a durable material that prevents leakage and
protects the personal care items which must require safety since their use is direct
onto our skin or body. Plastic is also flexible to reshape into tubes, bottle,
zipper bag or jars…. and affordable. This is why it is used by many FMCG firms.
However, the plastic waste
pollutes the environment if left unrecycled. The leftover plastics in landfill
limits the growth of trees and soil’s biosystem. Microplastics in the sea
poisons oceanic creatures and also those animals who eat them, including humans,
gradually contaminating the whole global food chain. By using fossil fuel in
production, plastic manufacturers may indirectly contribute to the vanishing of
the earth’s non-renewable resources.
Consumers’ consciousness and changing preferences
Fifty years ago, people did not care much about
environmental issues since the availability and convenience of the FMCG
products raised their living standard tremendously. However, for the time
being, the footprints of greenhouse effect, climate change, soil, water and
even air pollution are undeniable and affect our lives heavily. Consumers
suddenly realize the price paid for their convenience when using plastics and
non-renewable resources is shown in their atmosphere, temperature, and living
environment.
And most of us or our descendants apparently do not
want to pay that price! It is the beginning of the change in consumers’
preferences toward eco-friendly products…. and, even, the rush of some
companies to “greenwash” their brands.
“Greenwashing”,
is when brands and marketers mislead consumers by portraying a false message
about environmental practice of their product. They try to engage their goods
with an eco-friendly impression to consumers while it is not really produced in
an Eco-friendly manner. Many companies spend more resources in advertising
themselves as environmental conscious brands rather than trying to really make their product
sustainable.
Of course, consumers are not easily fooled by this
“greenwashing”. Two Sides Magazine
has started their “anti-greenwash” campaign against the wrong perception about
paper production since 2010, mostly focusing on the misled information about
using paper. Until 2019, over 500 companies and organization have engaged in
the program. Consumers could turn back to the “greenwashed” brands if they felt
like being deceived. For this reason, firms started to “actually” go green by
investing on Research and Development of more sustainable solutions. Cosmetics
brands are no exception.
Sustainable packaging for Cosmetics products
Paper is an alternative material for plastics. Stora
Enso - the renewable materials company have made a great effort to
release a paperboard
tube to replace plastics tube for skin
cream. It would be a great solution for grease and densely creamy products, but
it might have some limited performance with “too wet” cream or other liquid.
In fact, unlike other industries, cosmetics firms
could hardly replace plastics use with paper-based packaging thoroughly. The
only solution for sustainable packaging in cosmetics products is to reduce the
plastic use, decrease the packaging layers to decrease the loading space and
the consequent emission from less transportation journeys.
@Botta Packaging
has released their new product “EcoSleeve Plus” for
this purpose. EcoSleeve Plus features two layers: a cushion-like fluted paper
lining coated with a flat paper cover. It solves the sustainability problem of
packaging cosmetics by reducing the packaging layers, and consequently
packaging waste, while maintaining the same level of protection.
Indeed, EcoSleeve Plus could replace the standard
inner plastic bubble wraps. When loading many items inside the overpack, no
cushion is needed since the corrugated paper lining of EcoSleeve Plus itself
acts as a mattress covering each item. Recycled and recyclable paper is the
main material that makes up this product, keeping it ‘Circular by Nature’ as @FEFCO’s
motto suggests with paper packaging.
Conclusion
Natural beauty products deserve the equivalent
eco-friendly packaging. It is also the willingness of consumers who are looking
for sustainable cosmetics. EU Directive on Single-Use Plastics also emphasized
on the restriction of placing single-used plastic into market, which pushes
FMCG firms to reduce plastic packaging since their packaging has a short life
cycle. As a result, the innovations
like paperboard tube or EcoSleeve Plus are very welcomed, especially in
cosmetics industry.
