Your packaging is the first introduction you make to many prospective customers. Given the importance of first impressions, it is critical that your brand’s packaging reflects your company’s ethos and values. Research by a variety of consulting services has found that respondents highly favor sustainable products. So if your packaging is not currently sustainable, then its time to review your packaging practices.
Sustainable Packaging for Luxury Cosmetic Brands
Estée Lauder is a pioneer in sustainable luxury packaging. The luxury cosmetic line has been working towards achieving zero waste for several years: “We want to deliver breakthrough products that benefit the consumer and continue to invent the unexpected,” says Carl Haney, the Executive Vice President, Global Research and Development, Corporate Product Innovation, Package Development.
The Estée Lauder Companies are members of the Sustainable Packaging Coalition, the Sustainable Packaging Initiative for Cosmetics and the Circular Economy 100 program. The company uses sustainable materials, participates in the circular economy and promotes responsible production practices.
Here are a few ways that luxury designers like Estée Lauder are creating sustainable packaging:
- Green chemistry: Green chemistry refers to a scientific framework that reduces the negative environmental impacts of chemical products and processes. This philosophy is a data-based practice that analyzes raw materials for their environmental impacts.
- Smart packaging design: Minimalist packaging is smart because it reduces unnecessary materials and allows your brand’s logo to shine.
- Reduce waste: Luxury brands are also aiming towards creating zero waste by minimizing the amount of packaging they use. For example, they may do away with using bubble wrap or paper protective packaging if it’s not necessary. It’s also important to bundle shipments together. For example, if a customer makes multiple orders then ship the orders out together in one box.
- Plant-based materials: Eliminating fossil fuel-derived plastic packaging materials is a meaningful way to reduce your brand’s carbon footprint.
- Raw materials assessment: Radical change occurs when you go right to the source. Take the time to evaluate your suppliers to ensure the health of your employees and the environmental safety of the raw materials.
Sustainable Luxury Packaging is On Trend
Most brands that use luxury packaging have taken steps to create sustainable packaging that still remains sophisticated. Take, for instance, brands, such as Gucci, Burberry, Stella McCartney, Eileen Fisher, Rag & Bone, and Mara Hoffman.
Case Study: Gucci Goes Green
In 2010, Gucci began packaging its line of high-end luxury accessories with Forest Stewardship Council (FSC) certified paper. Today the brand’s packaging is made from 100% recycled packaging. The move to eco-friendly packaging was embraced by Gucci’s customers. In addition to revamping its packaging, Gucci has moved to create innovative environmentally-friendly materials and reduction of waste, paper and water in all of Gucci’s offices, warehouses, stores, production sites and its supply chain.
Luxury brands are leading the charge when it comes to environmentally friendly fashion. Join the movement today by reviewing your packaging.