According to the McKinsey report, American consumers say they will spend less on makeup, skincare and personal care products in the coming years than they would in the past. This means there will be a loss of business for skincare and makeup brands, which is why it has become essential for brands to focus on being better to make sure their sales are maintained, if not increased. in the future.
For example, cosmetic brands need to win back customers by making essential but positive changes associated with sustainability. That said, cosmetic boxes and packaging are the key factor in the fight against environmental waste. According to the research, around 120 billion units of packaging are produced annually in the cosmetics industry. That said, there will be some eco-friendly packaging trends you need to remember.
With this article we share the eco-friendly packaging trends that will be evident in the coming years and that will drive sustainable change while developing a better brand reputation and improving profits. So, you are ready to check it out!
Reduction of plastic consumption
It doesn’t matter if brands use smaller or larger cardboard boxes; there is always someone involved in the complete packaging solution. Recently, there have been changes in the global attitude towards packaging, including the European ban on plastic products with single-use configurations. However, American brands continue to generate more plastic waste than other countries or nations. On the other hand, there have been some small changes in the recent past.
This is because customers / audiences have seen changes in attitudes towards plastic consumption and waste. For this reason, several brands have begun to re-evaluate packaging design and some are also experimenting with new and innovative packaging materials. For example, L’Oreal is making headlines with its new packaging materials, which is the largest cosmetics company in the world. For example, they created SEED, a definitive brand.
Under the SEED brand they are making products with recyclable and compostable packaging. Put simply, packaging designers have multiple plastic alternatives available, such as corn, pulp, cardboard and glass, and it will be used frequently.
Refill and reuse
For a long time, consumers have been using single-use packaging, but it is likely to become a thing of the past as more and more brands are looking to opt for more robust packaging materials that can be refilled and reused. Brands are investing more, time and effort to create basic packaging that can become a memory for consumers, especially valuable in luxury cosmetics that are expensive.
For example, Dove has already launched the refillable deodorant, and it is one of a kind. The refillable deodorant is made from 98% recycled plastic with a lifetime guarantee of use. According to Dove, this new product will reduce virgin plastic consumption by 30 tons in one year. Additionally, customers will enjoy cheaper rates as they can purchase refills rather than pay for packaging. On top of everything, it will eliminate the constant struggle for packaging disposal.
More attention to minimalism
Minimalist packaging design has become an ever-growing trend in the world of cosmetics. This is because brands are trying to grab the attention of consumers with minimal and simple designs that have the ability to reach the community with the targeted message while reducing overall waste. For example, The Ordinary has become popular for its basic and clinical packaging designs. In fact, the brand’s customers value product integrity and only share honest information rather than distracting customers with bright colors and unnecessary floral patterns.
Additionally, the use of eco-friendly materials and neutral colors makes it convenient for consumers to recycle used packaging, which actually helps support the brand’s eco-drive. It is essential to eliminate the problem of mixed materials (makes recycling extremely difficult). Furthermore, customers are always confused about the disposal of specific parts of the packaging.
Reduction of greenwashing
Cosmetic brands that are not prepared to substantiate eco-friendly systems, customers will switch to greenwashing. Greenwashing is defined as the process of creating an impression of sustainability by hiding ecological damage or by misleading consumers. As consumers have become aware of green issues, they hold brands accountable, which means that greenwashing will result in the deterioration of the brand’s reputation. Furthermore, brand trust will decrease and most consumers will end up boycotting brands and some of them will take legal action.
For example, The Honest Company has undergone greenwashing since it was sued in the year 2016 when the company falsely claimed that it only uses natural ingredients in products. As a result, The Honest Company lost its multi-million dollar deal with multinational tycoon Unilever, a highly competitive eco-friendly brand for home products. In addition to this, greenwashing can be extremely harmful to the environment.
Consumers who buy products and pay for green products do not deserve to be fooled into supporting the practices they were avoiding. It would not be wrong to say that the cosmetics brand is continuously growing and competition will increase after COVID-19, which means that being green is a suitable way for brands to capture their customers and win their trust by using the packaging they focuses on the factors mentioned above.
The bottom line
The bottom line is that cosmetic brands are poised for a change and those that don’t keep pace with global change will end up dusting the ground. For any cosmetics brand that needs to reach the top leaving the competition behind, it needs to start making changes today to be better tomorrow rather than watching customers walk out of their store doors!