The amount of packaging we produce is pushing our planet to breaking point, and the beauty and wellness industry has its part to play. Globally, the industry produces over 120 billion units of packaging every year, and reports suggest that just 14% actually makes it to a recycling centre.
Given that 70% of the waste created by the beauty industry comes from packaging, it’s an obvious lever for brands who want to do better for our planet. What’s more, packaging is also an area where many brands have direct control, as opposed to, for example, farm practices at an ingredient sourcing level.
As shoppers become more environmentally aware, companies that fail to make their packaging more environmentally friendly are also risking their reputation and bottom line. New research from Deloitte suggests that 54% of shoppers would welcome better schemes to remove plastic and packaging. Meanwhile, a weDo/ Professional survey found that 31% of adults would pay more for a product with sustainable packaging.
To help brands reduce the impact their packaging has on the environment, we’re sharing 5 solutions for beauty and wellness brands, supported by popular examples of sustainable packaging on the market. Plus, we’re sharing the key watch-outs for brands when it comes to marketing your sustainable packaging solutions to shoppers.
Reusable or refillable packaging is packaging that’s designed to be reused for the same use case, and capable of being used repeatedly without impairing its protective function.
Reusable packaging can take many forms. Brands can sell refills, offer an in-store refill system or invite shoppers to reuse the non recyclable components of their packaging – for example, fitting a used pump to a new recyclable bottle.
Refills cut down a product’s impact on the climate by reducing the need for materials and for energy to manufacture new packaging. But as some have argued, their positive impact is also more tangible for shoppers: it’s easy to understand the benefits of refilling a pot or bottle, whereas it’s “hard to know where the plastic container you toss in a bin actually goes, or what happens to it when it gets there”.
Recycled packaging is packaging made from waste materials that have been recovered, reprocessed and converted into new materials. This can include pre- and post-consumer waste.
At Provenance, we define ‘Partly Recycled Packaging’ as packaging made up of at least 50% recycled materials, and ‘Fully Recycled Packaging’ for packaging made of 100% recycled materials.
By increasing the recycled content of their packaging, brands can cut carbon emissions, not least because it takes 75% less energy to make a plastic bottle from recycled plastic compared with using ‘virgin’ materials. Under the UK’s new Plastic Packaging Tax, products with less than 30% recycled content are also liable for tax.
Compostable packaging is packaging which can decompose naturally in a home compost or in an industrial compost environment, in a way that is not harmful to the environment and produces compost. After 6 months, no more than 10% of the original dry weight should remain.
One thing brands can do to improve their packaging is to make sure some or all of the packaging components are widely recyclable. Recyclable packaging is packaging that can be collected kerbside, broken down into raw materials and repurposed so it can be used again.
Provenance categorises packaging as either ‘Widely Recyclable’ – where all components are recyclable – or ‘Partly Recyclable’ – where some components are recyclable (including the main component, e.g. bottle, jar) .
Aim for progress, not perfection. Getting sustainable packaging solutions right in the beauty industry is a unique decision for each brand and product, and naturally, trade-offs are inevitable. But if you’ve put the work into reducing the impact of your packaging, don’t miss the opportunity to market these achievements to online shoppers. After all, most consumers are looking for brands to show honesty and progress, not perfection.
For more advice, check out our recent article on sustainability marketing tips for beauty brands. Alternatively, explore how Provenance’s sustainability marketing technology helps beauty brands and retailers make fact-checked claims on e-commerce channels.
Tim Slater is the Marketing Lead at Provenance. He works closely with our Impact team to translate their expertise into actionable content that helps brands minimise their impact on people and planet and avoid greenwashing.
Provenance powers sustainability claims you can trust. The global leader in sustainability marketing technology, Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. Provenance’s technology is already increasing conversion rates, brand value and market share for customers including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever
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