How to make sustainable packaging a point of differentiation

The beauty industry has been changing a lot in the past few years, especially with Gen Z and Generation Alpha starting to become more prominent players in the market who expect their needs to be met by brands.

One of the largest demands by new customers is for sustainability – throughout the product lifecycle.

In this article, we’ll be sharing how you can make sustainable packaging a point of differentiation and win over this new generation of beauty consumers.

Adopt an innovative take on refillable packaging

A lot of brands have been trying to incorporate refillable packaging into their product lineups, but there are still not a lot of brands doing it effectively – and consumers are picking up on this.

We suggest developing sleek and durable containers that can be easily refilled, reducing the need for excess packaging. It’s also important to make sure that your refill options use substantially less material than the original product.

You could also look into creating refill stations in stores or mail-in refill programs which can add convenience and elevate your brand's commitment to waste reduction.

Don’t fall for greenwashing

Although we all want to say that we’re sustainable, if you don’t have the evidence to back up your claims, do not make them – if you do, you’ll be called out for greenwashing very quickly.

Authenticity is key when communicating sustainability efforts. Brands must back up their claims with tangible actions, transparently share their sustainability journey, and provide verifiable evidence of their commitment.

Collaborate with influential artists and designers

Engage with artists and designers who share your commitment to sustainability and have influence among your target market.

You could collaborate with different artists and designers to create limited-edition packaging that not only showcases creativity but also promotes environmental responsibility. These special editions can become collector's items, fostering brand loyalty and attracting consumers seeking unique, sustainable beauty products.

Educate your consumers

A well-informed consumer is more likely to appreciate and support sustainable packaging initiatives so try to develop marketing campaigns and content that educate them about the importance of sustainable packaging.

Emphasize the positive role they play in contributing to a more sustainable future and encourage them to take responsibility to make more eco-friendly choices.

Leverage the power of technology

Technology is coming a long way, so don’t be afraid to make the most of it to improve your packaging.

For example, QR codes can provide consumers with information about the sourcing and recyclability of materials, or augmented reality (AR) apps can offer interactive experiences about your sustainability journey.

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