Categoría: Concepts and trends

Reusable packaging is often considered a system from the past since it reminds us of the milk-man-model but it is sure coming back to the present and will be the future if we are a growing population of consumers. We have to take into account that soon there will be a billion people living on this planet and, knowing that we have limited resources, we need products that create closed cycles.

That is why reusable packaging is currently one of the sustainable solutions that is growing the most. According to the Ellen Macarthur Foundation, “Reusable packaging is a USD 10+ billion innovation opportunity that can deliver significant user and business benefits”. 

WHAT IS THE CRADLE TO CRADLE MODEL? 

The Cradle to Cradle model aims to eliminate and reduce the creation of packaging by reusing it. The main idea is to: return, refill, repeat. 

Key aspects of Reusable packaging:

Packaging as a value asset and part of the technical cycle. This presents an opportunity to change the way we think about packaging from something inexpensive and light to something that can deliver value to users and businesses. 

Engaging with the consumers: reusable packaging is a great opportunity for brands to build stronger relationships with their clients and have a positive impact in their brand. It is very important for reusable packaging to be successful, to include the consumer in the process and to be able to engage with him through creative campaigns that attract them.

Give the consumer access to more products 

THE TYPES OF REUSABLE SYSTEMS

Business-to-consumer reuse models differ in terms of packaging ‘ownership’ and the requirement for the user to leave home to refill/return the packaging. There are two methods: the retail ready products and the refill stations. 

Refill at home

Users receive at home their product to refill through a subscription service. This model works very well for e-commerce as the company can communicate with consumers through the online process. Some examples could be products that are used at home or at the office regularly such as: personal care, home care or beverages. 

The main benefits of this model are:

The transportation can reduce its cost since there is less package and the consumer can also pay less since he doesn’t have to pay for more packaging. 

Businesses can improve their customer service and build long-lasting relations through subscriptions to users. Also users can benefit from higher convenience by reordering automatically. 

Some examples of companies from the personal care sector that are using refillable at home models are Bite, which delivers toothpaste tablets on subscription or Splosh, a shower and hand soap in concentrate format. 

Refill on the go

The consumer can refill the product in store. For example, Ecoware, Body Shop have a fully automated system through an app and a screen or Swiss stores that are testing reusable dispensers for coffee. In low-income marketsm the model can accommodate customers’ since it is a cheaper price and can replace the single-use sachets. 

The main benefits of this model are:

Users’ can adapt to their necessities and refill whenever they desire

Businesses can analyze the dispensing machines to gather data on customer preferences. 

Businesses can reduce the use of transportation. 

Users can also access to some products easily if brands place more dispensing systems around the cities. 

Unilever is currently using this model with cost-attractive refill stations for top-selling hair products at All This Hair Refillery. 

Return from home 

The package is picked at home by a logistics service. This system is particularly good in urban areas with reduced travel distance between deliveries. It also works well with e-commerce that coordinate properly the pick-up of the package with the delivery of a new product. 

The main benefits of this model are:

Better design: users can be attracted to an improved aesthetic of the package. 

Engaging brand actions: brands can develop activities to encourage users to return the package through rewards. 

Optimisation of processes: brands can collaborate with the different cleaning and transportation companies that are near the different pick-up points in order to create a faster service. 

Users don’t need to worry about reordering products through a subscription.  

An example of this model is Signal toothpaste tabs; they are providing toothpaste tablets in a reusable jar with auto replenishment service. 

Return on the go

The consumer buys the product, uses it and returns the package to the supplier. Then the bottles are refilled and sent to retailers or customers. Takeaway companies for coffee, beverages and food have proven to be good candidates for this type of reusable model. 

The main benefits of this model are:

Brands can provide a superior design in order to attract the customer with different aesthetics. 

Businesses can gather data through smart packaging. 

Brands can improve their client-relationship by creating rewards when the package is returned. 

Network collaboration can enable a better service through logistics and cleaning companies. 

In Canada and the US Plaine Products is providing personal care products in reusable aluminum bottles. 

BENEFITS OF REUSABLE PACKAGE

Reusable packaging is a great solution to reduce plastic pollution. By 2025 100% of plastic packaging must be reusable, recyclable or compostable. Businesses have refocused to achieve this goal and therefore this is a big opportunity for brands and packaging suppliers to embrace reusable solutions.

Business potential: reusing packaging can help companies engage with the consumer during the process and build stronger relationships. For example Carrefour has built an engaging initiative by rewarding those customers that reuse their packages. 

Customizing products: in a society where users are more demanding and prefer personalized products, innovative reuse models can provide more attractive packages and also gather more information through artificial intelligence or smart packaging (LINK ARTICLE). Information on user preferences and system performance can be gathered by incorporating digital technologies such as RFID tags, sensors, and GPS tracking into the reusable packaging system.

Climate and other environmental benefits: replacing single-use to reusable solutions can also reduce greenhouse gas (GHG) emissions and other negative externalities. 

Cut costs: packaging and transportation costs can be reduced by supplying refills for reusable containers in compact form such as in concentrates or solids. 

Optimize operations: Economies of scale for distribution and logistics can be achieved through sharing reusable packaging across brands, sectors or wider networks.

CHALLENGES OF REUSABLE PACKAGING

Convincing the consumer to change habits: The consumer needs to take care of the reusable packaging by cleaning it and carrying it to the dispensing spots that is why brands must create a proper experience so that users feel encouraged to use the systems and also attract them to packages that are maybe less impressive than the single-use ones.

Logistics: 

Ensuring that the refills come in packaging. 

Building the necessary dispensing spots so consumers can access easily. 

Developing a system that is able to track the packages and handle payouts.

Establishing local reverse logistics to clean refill and ensure environmental feasibility. 

Product safety: Complying product safety in the dispensing machines and during the transportation of the products. 

The increasing demand of customisation among consumers is also causing an evolution in the printing and labeling sectors. The market can now offer cutting edge solutions such as intelligent tags, digital processes or surface effects. Also new coating technologies allow the print to minimalism the scuffing issues in PET bottles.

One of the main trends that most consumers prefer is a clean aesthetic and minimalist decoration as well as the combination of matte and gloss solutions, tactile print and texturing and also vintage look. 

Direct print and effects

We can highlight three major trends in the direct-to-container processes. 

Lower temperature UV LED: this technology enables more temperature control over process water and constant UV output regardless of temperature. Therefore, UV LED is reducing material distortion and also energy while delivering a more durable print. 

Digital print is a trend that can be a very good option for very low or very high runs, or where speed-to-market is important, thanks to its lower cost it is easier to create package samples with digital printing. Another strength is the ability to generate graphics of photographic quality that can also beat flexography printing and other conventional forms. But on the other hand, it is quite an expensive technology for mid-size print runs and is also a challenge when used in surfaces that are curved and not flat or when used in certain paper materials. 

Hot-stamping onto metal and glass: The latest techniques of hot-stamping lay before the foil a UV, this change allows the company to gain a much better adherence and finish to the decoration than before. 

Also in closures there are dip technologies that provide innovative and creative options on caps like rendering each one unique and different. This is a very attractive effect at the point of sales for customers. 

Labels vs Print

In markets such as cosmetics or super-premium wines and spirits, paper labels are a key element to represent authenticity, artisanal and even handmade. The choice of materials has to be coherent with the brands narrative in order to create the proper experience and brand image. 

Labels are a great opportunity to offer a better experience to consumers through touch by choosing the correct materials to attract our customer to touch our package. Either way, brands can also choose a “no-label look” by using transparent materials for their labels with ultra-clear polypropylene (PP) which is also a predominant trend in the sector. 

Other technologies that the label sector offers in order to construct a proper brand image, is the use of multilabel pages: though it may not seem the most sustainable solution, there are labels with sustainable layers that facilitate waste management at recyclers’ plants. An example of a sustainable layer is Avery Dennisons’ bi-oriented polypropylene (BOPP) which works extremely well on PET containers such as personal care products. During the recycling process at the plastics flotation stage, when the container and label have been shredded, the higher-density PET sinks to the bottom of the tank while the lower-density BOPP floats.

Invisible intelligence

Though these type of labels are not considered as decoration, they can add value to the brand and the consumer, therefore brands should also take into consideration invisible intelligence as an option to decorate their packaging. 

These type of labels increase brand awareness since they offer new opportunities. According to technology specialist Databac, the company’s Managing Director, Charles Balcomb, says: “Connected packaging is on the rise and brand authentication is just one facet of that. That’s why chip manufacturers like NXP are starting to target their products to the beauty sector. We are at the start of a boom in this area and it will be interesting to see how it evolves”.

Sleeve notes

Shrink sleeves are a new solution in response to sustainability. A shrink sleeve label consists of a heat-sensitive material that is seamed with openings on the top and bottom to create a sleeve. Once heat is applied, the sleeve will shrink. These thinner films allow to reduce the carbon footprint of the package as well as reduce material and energy. 

RPC M&H offers in-house shrink sleeveling and says that when it comes to graphic effects matte, shiny, texture, tactile, metallic and holographic effects can be combined and also be printed in complex shapes.  

Beauty categories have always been a great opportunity for packaging branding. The ability of brands to create product experiences is what matters. But how can we connect to nowadays customers? What has changed?

Brands are craving for stories and the designers’ job it to sublinate the brands world and address the customers’ expectations. 

1. Analysing the customers’ evolution of mindset

We cannot think of design without talking about the evolution of the customers’ behavior. 

In beauty, the customer has shifted from conceiving beauty as an idealistic concept to diversity and consciousness that beauty is not only one dogma. We can see that all leading brands are conquering the digital native space promoting transparency with messages that talk about “taking care of oneself while making the world better” and avoiding animal testing or unsustainable practices. 

Therefore, as designers, the goal is to catch the new consumers mindsets within holistic brand messages making sure they are taken in consideration in the packaging design. From a communication perspective, you can do short term and promise that you have nothing to hide or that you will change the world with your product… But you still need to stand out from the crowds onshelf. So in that sense, packaging is the best medium to connect brand and customer. 

The role of packaging

Packaging is the core instrument to transmit a brand’s identity: its present at the store, at social media and street campaigns, at customers homes… so it’s very important to guarantee that packaging delivers the story that the brand wants to tell. We have to think of design as what enables us to create a mental imprint to generate sales. 

Moreover, design has the power to concentrate full messages into one device. It’s not only a matter of style, but you need to get further in the story you want to tell so the consumer can get a universal understanding of the brand. 

Best stories around packaging

Nature as a storyteller

Using nature resources like water, flowers… helps the customer to asociate a product with nature and transform it into a ritual. For example, water is energising, a flower is blooming, the bee is harvesting. And then you can translate it into a skin benefit: moisturize thanks to the water or have a resplendent skin thanks to the blooming properties of flowers. The last step, will be to translate this into a design language like using blue colors, splashes in the design…

A good example of a brand that uses nature to position its brand is Abeille Royale, they have built a story of a bee that extracts from the honey properties to create a super protective anti-aging cream through the alveolar system that explains the ritual. 

As we can see, its all about the universal language and creating a communication that can connect with everyones rivers’ of thought. 

Going back to the origin

How do we create a traditional story?

An example of brand that uses origin as its story is a fragrance that was created based on the scent of the first parisian shop. In this case, the product ideation was a perfect fit with the traditional storytelling value. From the packaging perspective, the designers expressed the traditionality through a perfume cap with a printed number on top. All of these stories were represented in an aesthetic way to attract the customer. 

Key tips for your stories

Integrate sustainability at a core brand message

How can we integrate sustainability?

Before it was trendy to put sustainability in briefs 

Create an emotional connection with consumers

We are living in a very competitive market and we need to find new entries to the categories. Through packaging we can connect in a strong and an emotional way. For example if you put packaging as a star medium and use transmedia campaigns to create interactive stories with your customer, it is more likely that you gain engagement with your customer and build a better relation with them. 

Reusability of the packaging

Unfortunately, sustainability cannot always be achieved that is why sometimes we have to be creative and think about how we could give a second life to our package and inspire the consumer.  For example, there is a champagne company that transformed its packaging into an ice-bucket. This way it is not only a value for sustainability but also for usability. The packaging can have second lives and be part of the product ritual. 

It can also create a product experience, the spirit company Hennessy, created a shaker that was included with the bottle and Veuve Cjicquot had a special packaging that reflected the storytelling of the brand: the use of a mailbox to pay tribute to the origin of the brand (how the brand wrote letters to clients). 

All in all, we cannot talk about packaging without mentioning sustainability. We want to sustain the world we live in by making things smarter, safer and better but for this to be possible we need to question our ability to invest in innovation, time and money. So, in the end we need to work a lot and work together (marketing, production and creation) to build strong brands and make sure we make things the right way. 

If designing an original idea has the power to federate across a shared mental imprint, then design is the best currency to set a dialogue between the brand world and cultural anchorages. The aim of design is to make sure that stories tease curiosity and complicity. 

One of the challenges of sustainability is how to engage the consumer into the process. For example, if we develop products that are recyclable but consumers don’t recycle it, we have got a broken system since it’s not circular. The main issue is that the consumer’s common thought is “sustainability is not my problem, it’s the brands’ problem”.Therefore it is important to get consumers to buy these new sustainable processes apart from the product. So, how can we trace this behaviour and engage the customer to be part of the sustainable process?

From a capitalistic perspective, designers actually created the consumer throw-away society: they made it exciting to throw away things through aesthetics and usability. So design has the power and responsibility to replace our throwaway consumer culture with new behaviours and lifestyles that match our best intentions and shape a better future for us all. 

Creating a sustainable brand through packaging

61% of consumers say that they’re likely to switch to a brand that is more environmentally friendly than their current brand. But how do they connect to the correct brands? Right now everyone is communicating sustainability the same way: using color green, the same eco-labels, arrows… So there is so much noise that the consumer is confused and it is very difficult to stand out. If we want to create a different brand and attract more customers, we have to appeal to people’s human nature. 

Human biases is the theory that studies human behaviour and it has to be a roadmap for designers to see how we can connect to human biases to make a difference with our design. If we apply human biases to design we can point out these main aspects to take into account:

EASY: Designing the path of least resistance by reducing complexity and making effortless products. 

ATTRACTIVE: Designing enhanced value through improved utility, experience and aesthetic. It often includes personalisation. 

SOCIAL: Design to build community, new social norms and positive peer pressure that encourage group commitments.

TIMELY: Designing products, activations and communications to prompt people when they are likely to be receptive and maximising immediate benefits. For example, designing packaging for masks during the COVID19. 

Using gamification to connect with our customers

Although coffee cups are a very useful design; easy to apply, no cleaning needed, cheap… 2.5b coffee cups are binned each year in the UK! This is an unsustainable amount of packaging. To solve this problem, CupClub created a social campaign to recycle these cups. They engaged with the consumer through visual and colorful communication in the streets of London. So they applied three of the main aspects of human bias: EASY, ATTRACTIVE and SOCIAL. They have created a strong identity and changed consumer behaviours. 

What do you need to take into account to design sustainable packaging?

It is important to know the human thoughts and perceptions before designing new sustainable solutions and creating our brand identity. Here are some of the key aspects you must know before choosing your ideal design: 

The power of value perception: usually big packages are associated with more quantity and therefore if we use a smaller package though it contains the same, we have to communicate it. 

Accepting small steps: if we are moving to RPET we need to reframe it to the consumer and let him know that it will take long to implement material changes in products. For example, LEGO wanted to move to bioplastics for their pieces so as a start they made a clever move and only changed their natural figures like forests, and created a proper storytelling about how nature is made of bioplastics. 

The danger of nature: Consumers have an image of how natural looks (usually represented with brown and green colours). There is an issue on how we automatically go for a design that looks natural but often the solution is something technical.

Rivers of thought: When we want to design something new, we have to take into account the social learnings and deep thoughts of consumers. For example, if we create a package to be used for the toilet we can’t also sell it to be used for the kitchen because it is against consumers normal perception of use, and therefore, it is likely to be rejected. 

The consequences of durable: we think about durable packaging as something that the consumer can keep and can become ownable and precious. But also we have to think that products will wear and a challenge for designers is how we design things that last and are at the same time appealing (an opposite thing of what we have been teaching and selling at the moment). 

The right tone: the way we talk to consumers is key in behavior changing. If we talk in an imperative way like “You have to recycle” the reaction will be negative and they will automatically think “Who are you to tell me what to do?” They have to feel involved with the brand to feel engaged. It’s good to use humor and more informal language. 

Using all senses: we have a lot of senses to play with so why not use them? A good example is how toothpaste brands use flavour to encourage the user to brush their teeth at least twice a day. If we didn’t get that mint fresh sensation, we probably wouldn’t wash our teeth everyday. Our sensorial feedback is really powerful to engage with a product. 

All in all, if we start with a sustainable win with consumers, you will have a sustainable win for your company. And not only from an ethical point of view, but also a sustainable one:

UNILEVER says that in 2018 sustainable brands grew 69% faster than the rest of business and delivered 75% of unilever’s turnover growth.

This year the packaging industry has started to face some challenges that will shape the future of packaging. The three main challenges are: the demand of customized solutions, sustainable solutions and also the digitalisation of processes due to covid19. 

The demand of customised solutions

Did you know that 60% of customers prefer brands that customize their products? The consumer has radically changed its habits of consuming and has become much more demanding. Consumers now look for products that are healthy and customized. They desire products that can make their life easier and for a reasonable price. As a consequence, there are now more brands from the cosmetic industry that are starting to invest in solutions that offer customisation to their clients. 

An example is BASF BASF’s new concept is based upon diverse chassis formulations for Face and Hair Care that, when combined with high performance boosters, enable consumers to create their own tailor-made products in harmony with their personal needs. Just as no two faces are the same, lifestyles differ, our preferences and needs change, and each of us is subject to different external factors.

To meet this challenge, BASF has designed four chassis formulations for Face Care that target different consumer groups according to age, and their preferences in texture and naturalness.

Another way of creating a customized experience is through unboxing of a product. The brand can create a WOW effect with personalized messages when customers receive a command at home. New technologies such as augmented reality or RDIF will be key to transmit these messages. For example, through augmented reality, consumers will be able to know extra information about a product just scanning it at their supermarket with their phone. 

Sustainability is a must

As well as exploring new materials, in the majority of cases, the companies of the packaging sector will invest in optimizing their current materials (paper, plastic, glass and metal).

There will be three types of strategies that companies will have to choose: the reusable, the compostable or the recyclable. One of the improvements will be the clear classification of recyclable products through a smarter label system: the recyclable packages will be well classified so that brands and customers understand their key role in the recycling process. This is now one of the main issues that we are facing: the misinformation of the waste management process: consumers are not informed on how they have to recycle, which products are recyclable… and as a consequence, packages that are supposed to be recycled end up in landfills.  

We can see an example of this by https://how2recycle.info. The How2Recycle label was created to provide consistent and transparent on-package recycling information to consumers in North America. These labels inform the consumer about the additional steps he has to take before throwing a package (such as removing a closure), where the package is going to be treated (locally, not recycled, store drop-off…) and also says clearly which is the material of the packaging and the format. 

Moreover, technology and smart packaging will allow us to know more about the process through our devices (smartphone, smartwatches or even virtual glasses)

Compostable packaging will be possible to compost at home to create fertile land and nurture plants or other vegetal organisms. There are brands that already promote compostable at home processes such as wastebased or Compostame. 

For reusable packaging to happen, brands will have to change their shops and invest in refilling systems for their customers. This will mean creating brand experiences and engaging with customers through customised machines that will even be able to analyse customers preferences and habits when buying and selecting a product. Another challenge of these stations will be making sure that these stations fulfill  hygiene standards.  There are brands like Branch Basics, that provide house cleaning products,  that have even allowed the customer to create their own product at home. 

Another way to engage with customers and be sustainable, is giving a second life to packaging. The water brand Evian, created a water dispenser so that their customers could pour their water and also be reminded about how many times they had to drink in order to stay hydrated during the day. 

E-commerce and digitalisation

At e-commerce, reusable materials and clean aesthetic packages will be leading the market through existing business models such as Loop, which enables users to return their packages once they have used the product. 

The biggest challenge will be engaging with customers through packages that will be more standard.

In this post you will discover the 4 value pillars of cosmetics packaging and the importance of the role they play in the satisfaction of the end consumer. 

Function

What are the primary functions? To contain and protect the product, ensure the correct usability for consumers and finally logistics, to search for efficiency when transported and displayed. 

Containing and protecting your product well is the fundamental function, because if this fails, the product fails. For this reason the first question before choosing a package is what is your product? 

For example, do you have a 100% formulation that is preservative free. Does your product use active ingredients or things that can be quite aggressive? In this case tubes are most recommended. Another example: Is your formulation 100% oil based? You will likely require an oil specific pack to prevent liquids from dip tube creeping.

The next function is delivering consumption convenience to your customer. Of course with each customer that has different habits in terms of what they use and consume in cosmetic products, it is very important to first ask the question of “Who is our consumer and how do they engage with our product?” For these types of definitions it is useful to ask ourselves:

In which environment does the consumer use our product? If it’s in the shower this will require a much easy-to-use packaging and closure so they don’t drop the product. 

Are they time poor? Packaging can make on-the-go storage much easier when chosen right. 

Are they frequent users with a range of products? For example, it wouldn’t make sense to use a face mask with consumers that are not familiar with them. 

There is now a trend with consumer usability and creative applicators such as rollers INSERT FOTO MOLPACK or dropper systems that improve application of the product. A great example of this is Molpacks’ powder brush or Molpacks’ Click pen. 

Logistics

The final aspect is logistics, so before the product is sold it will be shipped, stored and displayed and in this process the product must be properly protected since it represents a large part of the products’ life cycle. An important consideration is how you can design packaging so you realize cost savings and efficiencies, for instance, heavy materials like glass will be more expensive than light weight materials. Also, some packages might be difficult for cosmetics to fill, if it is the case, there can be extra costs since the filler might need to develop a technology to automate the process. 

Another important aspect to take into account when choosing a package is the empty space that its shape has and can’t be filled with another package on a ship or display shelf. This is very expensive because when there are thousands of units of space that can not be filled and that is a lot of extra space that you pay for. 

Message transmission

A package is the first contact between a brand and a consumer. Packaging has also the mission to transmit the messages of a brand to the consumer. Importantly it is highly likely that packaging is the first impression that a consumer has of your brand or product. Whenever an individual comes across your product, your packaging is one of the very first things they see, therefore, the question to ask ourselves is: What should your packaging say on your behalf?

Within message transmission, the packaging has two objectives: inform and communicate about the product it is containing and transmit at the same time the brand identity and aesthetics. 

Informing and educating is about providing customers the right and accurate information they need to make a purchase decision. In the cosmetics sector the main information required by the consumer is:

brand name

Product name

Key ingredient

Primary benefits

Volume

Manufacturing location 

If you have a brand that has a minimal style, it is easy to get overwhelmed by all the required information that a packaging must contain and how to make it adequate to a minimalistic aesthetic. The good part is that you can combine your primary packaging with secondary packaging to transmit all the information that your customer may need so you can create your desired brand image and still fulfill the customers expectations. 

This is about correctly introducing brand codes and aesthetics so that your packaging serves as an extension of your identity and achieve brand recognition and finally differentiate from the competence. 

How can we integrate a brand code to a packaging? An excellent example is Thalgo, the french cosmetic brand inspired by nature and using natural ingredients through a clean design using sky blues as its identity. The packaging design is inspired by sea and the idea of nature through round shapes while also the key ingredients are sea water and other marine substances.

Packaging is also an opportunity to present your brand as a tangible object, if we reflect on the many ways a brand can communicate a story, the majority of ways are visuals or audio. Nevertheless, packaging is the only communication channel that can permit a customer to hold a brand. 

As a consequence of good brand codes applied to packaging, there is brand recognition. This happens when a consumer only by looking at packaging can identify the brand that it belongs to. 

The last aspect of branding and aesthetic is delivering a point of difference. The proportion of cosmetic sales online has been growing. Crucially, in the customer journey a products’ visual appearance becomes more important for the consumer when they cannot touch a product. So having a packaging design that is unique is even more powerful now.

Innovation experts are predicting that the age of analogue lipsticks will soon come to an end as consumers desire products that are smarter, adaptable and more eco-friendly. 

This new concept created by the branding agency 1HQ could replace single-use plastics and contribute to a cleaner planet. 

The branding agency 1HQ has predicted that in a near future we will be able to buy reusable lipstick that will be able to change colors instantly. The agency states that this new concept of lipstick will help the cosmetic industry be more inclusive and eco-friendly.

How does it work?

The cutting-edge technology for Moi lipsticks would allow consumers to save any color selection and even to create their own and unique fades, patterns and gradients via voice command. Can you imagine how incredible that will be? You will only have to talk to your lipstick to create a matching color for your outfit. 

Furthermore the lipstick includes an exfoliant and primer tip, therefore you won’t need any lip liners, lip balms or lip exfoliants additionally. With one product you will be able to do it all.

Reusable design because sustainability is a must

Most lipstick applicators today are made from plastic and are not easily recyclable or biodegradable. With the launch of the digital lipstick, one would not require to use multiple lipstick products as the digital lipstick will be able to do the job of three products – lipstick, lip primer and lip scrub. If you need a refill, you will need to visit an autonomous ink filling station. 

Thanks to its concept and reusable design, the lipstick would help to avoid single-use plastics in the environment and, therefore, save unnecessary waste. Furthermore, thanks to the possibility of customisation and creation of any tone or shade, it would be more inclusive for all types of skin tones and promote diversity. 

Mike Webster, director of 3D Structure & Experience at 1HQ says, “We envision a lipstick applicator that utilizes inkjet printing technology so that every application is as good as the first.” Since he states that “It no longer makes sense to produce packaging that is discarded after a single use, so the applicator will be reused, leading to reduced waste and revolutionising the eco-credentials of this currently single-use product.”

Webster envisions that autonomous filling stations would be located in stores and busy locations to replenish the lipstick when these colours run low. 

The technology based on creativity and intelligence

The innovative technology that enables the Moi concept is Inkjet. This technology has the potential to create color-changing lipstick. Through piezoelectric Drop On Demand technology, the lipstick will be able to release its formulation through tiny nozzles and proximity sensors to print a bespoke range of colors that complement your skin tone or shades that are perfect color matches of your favorite outfits.

Webster says: “Like many other smart devices, it will likely be controlled through a mixture of haptic and voice input. So, whether you’re after a striking matte red or a subtle nude, you’ll be able to select the right option by simply applying pressure or speaking.”

Moi comes with various other digital features. As it’s thought that 3D olfactory printers could be used to create new scent molecules one day, this could enable the engineering of personalised 3D printed scents and tastes. 

The future: are you ready for the most intelligent lipstick?

Despite this groundbreaking concept, Moi is ready to go further and that is why they are already planning the development of self-regenerating materials to be applied to the cosmetic market. Their vision is that in the future, your lip gloss will remain perfectly in place all day and the lipstick applicator will be able to repair itself when damaged.

If this digital lipstick does come into existence, it will be looked at as an investment. It’s not yet confirmed whether this product will need electricity to work or will it run on batteries. Just like the perfume capsules, it’s still in a work-in-progress stage. There is no mention of the launch date either. However, when it does come into the market, expect it to change the world of beauty forever. Are you ready for the most intelligent lipstick?

Technology is moving forward at great speed in all sectors and of course, in the packaging sector we can also perceive innovation and evolution into a more digital market in order to adapt and evolve to the 4.0 industry. 

This new stage, packaging includes elements known as smart packaging. Packaging is a key element since it is the first contact that a client has with a product, it’s the products’ image. This is the reason why it is so important to find new ways to connect with the customer through our package and these new ways are smart packaging. 

What is smart packaging?

Smart packaging means not only protecting the product but also providing valuable information for the customer that can be addressed to the distributor and the consumer.

Types of applications

There are different types of smart packaging and every one has different applications:

Design type: This smart packaging is thought to improve its shape and functionality, that is why the consumer perceives an added value and improves his experience when he uses it. An example in the cosmetic packaging are dosing tubes. 

Active type: The main goal is to use better materials to improve the appearance or functionality of the product. It can be used to control the temperature or prevent moisture from impacting inside the package. 

Connected type: This smart packaging uses technology such as sensors or codes in order to generate data and save, treat and analyze the consumers’ behaviour. This type of packaging is capable of varying depending on the type of customer that is exposed to. This information can be used to improve the distribution of a product or locate a package. 

Types of objectives

Based on these three types of smart packaging, there is also a classification depending on the objectives of a brand or the necessity that needs to be fulfilled by the customer. 

Stock and life cycle

Tracking: you can know in real-time where your package is. For B2B companies this is an extremely important objective since trakking a product when it is part of a large supply chain is key to analyse possible problems and optimize processes. 

Agility: the data permits to optimize the supply chain

Sustainability: By controlling the life cycle of a packaging, you can reduce your carbon footprint impact and also track how and where it is being reused. 

Integrity of the product

Authenticity: to ensure that the product that the client receives is correct, and proceeds from the correct supplier in order to avoid fake products. 

Security: to protect the product from robbery and control that there haven’t been any inadequate uses. it is being used in a proper way. 

Quality: to guarantee that the product is in optimal conditions. 

User experience

Interaction and satisfaction: communication with the consumer for a much deeper interaction such as entertainment, instructing or informing. 

Use: simplifying and optimizing the delivery and preparation processes and understanding the human behaviour through technology. 

Acces: Improve the command process of products and also the delivery. 

Which are the challenges of smart packaging?

Although smart packaging is increasing in the packaging sector, it isn’t yet a priority for the majority of companies in the packaging industry. There is still a long journey until it becomes a must for companies since there are some challenges that need to be overcome. 

Commercial challenges: a better packaging also means a higher cost. In a saturated market such as packaging, rising prices can impact negatively on sales, but keeping the same prices and cutting benefits isn’t a good solution either since it isn’t cost-efficient. 

Legal changes: the regulation of smart packaging isn’t clear or fully developed. As a consequence, aspects such as consumer data collection and manipulation by companies can be conflictive in a future. 

Technological challenges: If smart packaging depends on technology this means that it will advance at the same speed as technology. Therefore, the better technology gets, the better will the packaging be. 

Organisational challenges: smart packaging involves different organisations such as the main company, the delivery companies, the QR developers, the client… therefore there needs to be a perfect process that takes into account how these different agents work in order to create a successful smart packaging. 

Conclusion: Smart packaging is around the corner

Smart packaging is a powerful tool that will help us provide a better service by answering questions such as “Where is my package at this very moment?”, “In which temperature conditions is my package during the distribution process?” By knowing this information we will be able to improve our supply chain processes and therefore improve the value perceived by our client.

According to Smart Packaging Market Research Report – Forecast to 2023, developed by Market Research Future, the global market value of smart packaging is 46.000 million dollars. 

Currently there are 11 multinational companies that are working intensively in this field. In a few years, packaging will overcome it’s protective mission and will transform into “super-packaging” with the mision to build a personalized and valuable experience for the consumer. Not only a product experience but also a shopping and brand experience: packages will help the customer make a purchasing-decision and even give the company feedback about the use, satisfaction and opinions of the product. Smart packaging will provide very valuable insights for companies to create real-time analytics. Packaging will create, strengthen and improve the collaboration and relation between all stakeholders. Therefore, it is important to take in mind how we are going to overcome some of the main challenges of smart packaging. 

All in all, smart packaging is an unstoppable trend that will revolutionize different sectors apart from packaging. It is a double revolution: on the one hand it improves the user experience (active packaging) and on the other hand it has a positive impact on the supply chain (intelligent packaging).

If we keep on consuming the same amount of plastics, in 10 years we will have gathered a ton of plastics for every 3 tons of fish. And by 2050 there will be more plastics in the sea than fishes. These are the data presented last may at the World Economic Forum in Sweden through the New Plastics Economy. 

Moreover in Spain, according to Greenpeace the majority of plastics we consume end up excluded from the recycling processes and become waste. The main type of plastics that harm the planet are PVC. As a consequence of this situation, the European government has developed the new strategy for circular Economy in Plastics. 

The challenge is in 2030 all types of plastic packaging must be reusable or recyclable. This new European Strategy for Circular Economy is the driving force of progress and innovation in the packaging sector, distribution and the consuming goods sector. 

The defense of a circular economy based on reducing, reusing and recycling is a challenge for sustainability and waste management. The solutions of the industry are the search of new packaging materials that are more long-lasting, reusable and that enable a high quality recycling process. But, we must not forget that packages still have to be safe and easy-to-use by the consumer. 

The main alternatives to conventional packages are those that are made of recycled materials originated from renewable sources or compostable materials. In these cases, the challenge is to be able to guarantee the products’ properties and other elements such as the products’ conservation, quality, safety and logistics requirements, a part from providing a comfortable and easy-to-use package to satisfy the consumers needs and expectations. 

Safety and sustainability are the DNA of the future packages and that is why when brands are choosing a package it is super important that they take into account these two aspects. 

5 CHALLENGES FOR THE PACKAGING VALUE CHAIN

Ground-breaking innovations in new sustainable materials with high service.

The new multilayer films that are able to guarantee quality, safety and conservation of the product. Some examples would be the biopolymers, biobased, compostables and recycled materials. 

The importance of eco-design: how can design help to reduce the use of materials and promote recyclability and reusability. 

How can we evaluate the sustainability of a package? There are new ecolabels that have been developed to help brands and consumers distinguish between sustainable and unsustainable packages. 

The logistics’ challenge: how can we adapt our supply chain to our new sustainable packages. 

HOW CAN I KNOW IF A PACKAGE IS SUSTAINABLE?

The amount of ecolabels and sustainable certificates make it difficult to know if the package that we are choosing is recyclable, made from recyclable materials or if it can be reused. 

Here you can see a brief guide of the labels and certificates that can help brands and consumers identify the sustainability of a package and, most importantly, how they need to recycle it or reuse it.

SUSTAINABLE COSMETIC PACKAGING

From Molpack our aim is to design and manufacture the best solutions that also reduce the environmental impact. That is why we believe in investing in innovation so we can keep on developing sustainable solutions that are:

• 100% recyclable
• more lightweight
• Reusable
• New materials

You can visit our complete catalogue here, or contact us if you need help to choose the right solution for your cosmetic product.

Packaging is a key element in the cosmetic market; whereas in other markets such as food, the package has a main role of protection and information, in the cosmetic market, consumers tend to choose a product for it’s packaging design. 

The cosmetic package is important from two points of view: the technique/safety and the brand image. 

In this blog you will learn in depth about the technical aspects of a package to help your brand create a better design and therefore, project your brand image.

The roles of a package

Protect a product from external agents that can affect the organoleptic, physical and microbiology properties. 

Provide an easy-to-use product and also facilitate its distribution. 

Protect from possible damages caused by falls  during the distribution and transport process.

Identify the product

Provide important information about obligatory regulations and other voluntary information such as marketing or commercial. 

Differentiate your product from the others at POS. 

Transmit the brands values through design, materials and structure. 

The requirements of a package

A proper package must meet the following requirements:

Resistance to chemical, physical and chromatic aspects of the packaging. For instance, the material of the package has to resist possible temperature variations and conditions such as humidity or light exposure. 

Hermetic seal: the package must avoid evaporation or other atmospheric phenomena that may harm the product. 

Functionality: the package must facilitate the products’ use so the user can follow the instructions that are provided by the producer. For example, when choosing an inserter, we can choose the one that best adapts to the quantity of product recommended when applying. 

Compatibility: the package must be inert to the product and resist temperature change that may occur during the period. It is recommended to run tests to evaluate the compatibility during the development phase. 

Communication: the package must contain a legible text that enables the identification and lecture of legal texts. Moreover, it must have a colour contrast that draws the consumers’ attention. 

The materials of a package

The possibilities are increasing every year due to sustainability and innovation. We have to take into account that the new European legislation in 2030 will forbid single-use plastic in order to promote the circular economy. So, in order to adapt to the markets’ necessities, you will have to choose recyclable, reusable, biodegradable or compostable solutions. 

At the moment The different cosmetic packaging materials available in the market are plastic, glass, metal, and paper. 

Plastic: it is the most popular material due to its great hygienic conditions, lightweight, cost and versatility. It’s compatible with the vast majority of cosmetic formulas and offers a wide range of finishes. Moreover, plastic is more flexible than other materials such as glass and therefore, can offer more shapes and finishes. The main types of plastics used are:

PET: it is extremely popular in cosmetics due to its resistance to damage, low weight, and flexible finishes. It can be made transparent, frosted, or opaque. It is suitable for most cosmetic formulations and allows the elegant showcasing of the color and/or consistency of beauty or skincare products.

HDPE: it is suitable for the majority of cosmetic formulations since it’s strong and highly durable. Clear finishes are not possible with this type of plastic but semi-transparent options are available. 

LDPE

PVC: This material is lightweight and also resists high temperatures but it is not easily recycled and can also cause serious health effects due to the toxins and pollutants, and therefore is not recommended if you want a sustainable package. 

PP: it is resistant to temperature changes, semi-transparent, rigid and lightweight. It is commonly used to create cosmetic lids and caps. It is highly recommended if you are looking for a sustainable solution since it is easily recycled and can be reused. 

PS: it is mainly used for packaging fillers or protective cushioning. It is difficult to be recyclead and beaks easily. 

Nowadays, brand owners are looking to reduce and replace plastic with biopolymers to reduce carbon footprint. Companies are introducing products that counteract environmental issues by utilizing bio plastics and recycled materials. 

Glass: it’s main advantage is that it’s chemically inert. It can be transparent or painted to  gain opacity. On the other hand, it is a heavy material, more expensive and can easily break. It is mostly used for premium brands. 

Aluminum: Cosmetic containers made of metal can offer a sleek, elegant, premium look that is also sturdy, non-toxic, and durable. It can be presented as a rigid version (for jars and bottles) or as a ductile package (tubes). Its opacity presents a complete protection against light. You can use different interior finishes to ensure a major compatibility with the product. 

Carton/paper: it is mainly used as a secondary package since it doesn’t present a high compatibility with the product in its direct contact. It would only be compatible if we applied a plastic or aluminium film. But then it would be a difficult material to recycle since the separation of the different materials would be very hard. 

Other materials: ceramics, wood, textile or cork can also be used as secondary packaging or primary as long as they meet the requirement needs.  Paper and wood material segment might gain momentum due to increasing focus on environmental issues.

Types of packagings for your product

In the cosmetic sector, there are many possibilities. In fact, this sector is the one that leads packaging design innovation. 

The common packages used are:

Bottles, Jars and cans, Tubes, Obturators, Gaskets, Dispensers, Pumps, Lids, Caps, Caska seals (round discs that seal creams into the container before the top is secured), Labels and Sleeves, Bags and Doypacks, Roll-on, Sticks, Boxes.

The packaging strategy

As you can see, there are many aspects we need to take into account when choosing the correct package for our product. All in all, we need to decide:

Type of material: 

This will depend on our products’ characteristics:

Type of product: facial, body, perfume…

Cosmetic form: gel, liquid, powder, bar…

Is it liquid or solid? 

Which is the PH? Does it content essential oils?

Compatibility of the package and the product

Type of package

How is the user going to apply the product?

Presentation of the product and finishes

Aspect of the package in social media and at POS: it is important to align with your brand values. 

Productive viability

Is the package possible to produce manually, semi automatically or automatically? In case we need machinery to produce it, do we have it? 

Logistics

We need to take into account which are the transport challenges that we will have to face: capacity, weight, pollution…

Labeling

Does the package allow us to present all the technical information and adapt to the legal regulations? 

Cost and purchasing-decisions

All in all, cosmetic packaging is a challenge from a technical point of view but also from a branding point of view: since there are many possibilities of presenting a product (finishes, shapes, materials, colors..) every decision is part of the brand image. If we want to create a solid brand that reflects’ its values and position ourselves as different and competitive, we must build a strong strategy to create the perfect package. 

NEED SOME HELP?

If you have any questions on how to choose the perfect package for your product, you can always contact our team of experts to help you create the best presentation for your product and align the package with your brand values.