Refillable and reusable packaging is the new cosmetic challenge

Cosmetic companies are going one step further and investing in sustainability to survive in the market and adapt to consumers demands.

The cosmetic sector first started innovating in sustainable formulas: natural ingredients, eco-friendly materials to respect natural skin as well as the environment. It was a matter of time that packaging also took a step into sustainable and natural materials. Since the European government no longer allows single use plastics and bans those companies that don’t invest in sustainable strategies, the packaging sector has been forced to rethink their business strategy. Sustainability is no longer an option but a must, therefore cosmetic brands are now searching to work with partners that work with recycled, reusable and refillable packaging.

The refill challenge is huge for cosmetic brands which use light, and water sensitive products. However, in products like perfume refillable packaging is common. Thierry Mugler fonts enable consumers to refill their mitic fragrances such as Angel or Alien and recently other brands as Dior have joined the movement with their new refillable Sauvage, for facial routine.

The refillable facial serum

Biotherm has also given a step further in sustainability and created a source to refill their most emblematic product: Life Plankton Elixir Serum. Giulio Bergamaschi, global president of Biotherm reveals the challenges that the brand has had to face: “fragrances are easy solutions to refill due to their high percentage of alcohol content, which avoids the formula’s contamination due to its inherent antimicrobial properties. Skin care formulas are usually more sensitive and made of active ingredients.

As a consequence, the skin care formula is a set back for refillable systems. For example, in the case of Life Plankton Elixir, as well as the patented Life Plankton ingredient, the formula includes probiotic fraction in its highest concentration (5%), hyaluronic acid and Vitamin C. In order to ensure quality and stability of the formula, Biotherm has worked with Possible Future to create a source capable of guaranteeing a secure and effective formula. The complexity of the process ensures that the formula remains in perfect use conditions.

The refilling process takes seven minutes. It is complex and has several steps. The first step is key: it is the disinfection process of the empty bottle. Before each refill, the package is cleaned with purified water to make sure it is completely empty and doesn’t contain any trace of formula. After, it is dried with filtered air and sterilized with ultraviolet light. Next, every bottle is placed in a recharging zone and refilled with Life Plankton Elixir fórmula. The closure is replaced for a new one.

The Blue Fountain of Life Plankton is a pilot project in Madrid available until de 1 of April at the Biotherm space in El Corte Inglés- The aim is to grow the project and offer the machines in other selling points. If the technology adapts successfully to the product, the brand will also try to adapt the refillable strategy to other products.

This system rewards consumers that use it through a 15% discount for every refill of the serum. Additionally, the package is customized with a wave: every wave means every new life that is being granted to that package. As more waves as a package wears, less waste will we be creating for the planet. The aim of the project is to encourage consumers to reuse and be sustainable by reducing the quantity of plastics. Nowadays the waste we generate due to cosmetic plastics is one of the biggest threats for the environment.

Refillable shampoos and soap

Other beauty brands are also promoting reusable packaging. Since 2012 L’Occitane de Claudio Coello store in Madrid, counts on fountains to refill aluminum bottles with your favorite shampoo and body soap from the Verbena and Verbena Cítrica brand.

The french brand explains that the fountain is made of cellulose and cast and counts with a smart mechanism with sensors that enable the customers to refill their product easily. Furthermore, L’Occitane also offers eco-recharges: reusable packages that the customer can use to save up money and also contribute to a cleaner planet.

Hair products brands of the P&G group such as Pantene, h&s, Herbal Essences and Aussie, have presented recently their 100% reusable aluminum bottles and refillable shampoos with 60% less plastics than standard ones.

Elio Estevez, sustainability and communication director of P&G Iberia, explains that this launch supposes a change in the consumers habits, but that thanks to the easy use and reuse of the bottle, they are convinced that the consumer will adapt to it. This innovation will suppose a cut of 60% in the use of plastic of the brand and as a consequence, less impact on the environment.

The spanish brand Freshly Cosmetics also counts on the refillable option to recharge their products like the Detox body soap or the Vibrant shampoo. Furthermore, Germaine de Capiccini offers three different facial skin care with their eco-recharge, a refillable and recyclable package that can be placed inside the original packaging. Even the famous artist Rihanna with her Fenty Skin brand is investing in refillable and rechargeable packaging.

All in all, a new way of consuming cosmetic products is making its way in the sector, a new and sustainable path based on reusing and reducing. Recycling is no longer enough, now cosmetics are focusing on refilling.