Elle Morris, Chief Marketing Officer, Olberding Brand Family11.14.23
In a time when environmental consciousness and diversity are at the forefront of consumer demands, the beauty industry is undergoing a transformative shift in how it tackles packaging. As consumers become increasingly cognizant of the environmental impact of their purchases and seek inclusivity in all aspects of life, beauty brands are stepping up to the challenge. The future of cosmetic packaging lies in innovative solutions that not only prioritize sustainability but also incorporate inclusivity in design and functionality.
Additionally, the concept of refillable packaging is gaining traction. Companies like MAC Cosmetics have introduced refill stations in select stores, allowing customers to replenish their favorite products in reusable containers. This not only reduces packaging waste but also encourages consumers to be more mindful of their consumption habits.
I asked Pete Booth, an insight, innovation, and packaging expert with over 30 years of experience on global brands, currently practicing in the UK, the following question: Thinking about accessible structural design, how can brands differentiate themselves while being sustainable?
He said: “This is a tricky question because standardization can be leveraged to make sustainable solutions that have scale. Brands should have transparent, distinct positions on sustainability that are clear, true, and consistent. Sustainability is a ‘wicked’ problem that is constantly changing and complex and affected by other things such as legislation, so a solution that seems to be right now may not be in the short-term future. Brands must navigate this reality by being agile and nimble rather than looking at one solution.”
Brands are also exploring innovative designs that minimize material usage without compromising on the visual appeal. Sleek, minimalistic designs not only contribute to a more sustainable future but also resonate with consumers seeking simplicity and elegance.
Inclusive design expands beyond aesthetics to functionality. For instance, brands are incorporating features like easy-open lids and larger text on labels to accommodate those with limited dexterity or visual impairments. This ensures that beauty products are accessible and enjoyable for all consumers, regardless of age or ability.
I followed up with Pete on this topic because it has so much ground to cover moving forward – we all need to consider inclusivity. My query to him was: With inclusivity in mind, what untapped opportunities are there for beauty brands to think about packaging differently in the future?
He answered: “Inclusivity is often confused with accessibility – ensuring that people with disabilities are not discriminated against by making packaging easy to open, non-slip, etc. I think the inclusivity opportunity for the beauty category is to think far wider and to address ageism, and neurodivergence, and move beyond traditional gender binary forms – genuinely thinking outside of the constructed boxes. As cosmetics become more of an art form, new functions and features that allow people to express themselves truly will be needed. If one solution does not fit all, the production assets and classic consumer segmentation models must become agile and iterative and embrace this divergence.”
The future of beauty packaging is a harmonious blend of sustainability and inclusivity. As consumers become more environmentally conscious and diverse, beauty brands are rising to the occasion with innovative solutions that prioritize the planet and people. From sustainable structural designs to eco-friendly decorative elements and inclusive functionality, the beauty industry is paving the way for a more responsible and accessible future. By embracing these innovations, brands not only meet the current demands of consumers but also set a standard for a more ethical and inclusive industry.
About the Author:
Ms. Elenita (Elle) Morris is Chief Marketing Officer at Olberding Brand Family, stewards of consumer-packaged goods brands since 1919, partnering with brands on brand strategy and design, packaging, digital adaptation and pre-media and platemaking. She is a recognized consumer packaged goods brand design thought-leader with particular expertise in beauty, haircare and skincare. Follow Elle Morris on LinkedIn. Also, read her previous Expert’s Opinion for BP: Beauty Brands That Are Winning in Social Media with TikTok Influencers.
Sustainable Structural Innovations
The beauty industry is notorious for its excessive use of plastic packaging, contributing to environmental pollution. In response, forward-thinking brands are exploring sustainable structural innovations to reduce their ecological footprint. One such innovation is the use of biodegradable materials for packaging. Brands like L’Oréal are investing in packaging made from materials like plant-based plastics and algae-derived plastics, which decompose naturally, leaving behind minimal environmental impact.Additionally, the concept of refillable packaging is gaining traction. Companies like MAC Cosmetics have introduced refill stations in select stores, allowing customers to replenish their favorite products in reusable containers. This not only reduces packaging waste but also encourages consumers to be more mindful of their consumption habits.
I asked Pete Booth, an insight, innovation, and packaging expert with over 30 years of experience on global brands, currently practicing in the UK, the following question: Thinking about accessible structural design, how can brands differentiate themselves while being sustainable?
He said: “This is a tricky question because standardization can be leveraged to make sustainable solutions that have scale. Brands should have transparent, distinct positions on sustainability that are clear, true, and consistent. Sustainability is a ‘wicked’ problem that is constantly changing and complex and affected by other things such as legislation, so a solution that seems to be right now may not be in the short-term future. Brands must navigate this reality by being agile and nimble rather than looking at one solution.”
Decorative Sustainability
Beauty packaging is not just about functionality; it is also a canvas for artistic expression. Sustainable decorative innovations are emerging to meet the aesthetic demands of consumers while minimizing environmental impact. Water-based inks and dyes are replacing traditional solvent-based options, reducing the release of harmful chemicals into the environment during the printing process.Brands are also exploring innovative designs that minimize material usage without compromising on the visual appeal. Sleek, minimalistic designs not only contribute to a more sustainable future but also resonate with consumers seeking simplicity and elegance.
Inclusive Design
As societal expectations evolve, beauty brands are recognizing the importance of inclusivity in their packaging designs. This involves creating packaging that is accessible and user-friendly for individuals with various physical abilities, as well as catering to a diverse range of cultural preferences.Inclusive design expands beyond aesthetics to functionality. For instance, brands are incorporating features like easy-open lids and larger text on labels to accommodate those with limited dexterity or visual impairments. This ensures that beauty products are accessible and enjoyable for all consumers, regardless of age or ability.
I followed up with Pete on this topic because it has so much ground to cover moving forward – we all need to consider inclusivity. My query to him was: With inclusivity in mind, what untapped opportunities are there for beauty brands to think about packaging differently in the future?
He answered: “Inclusivity is often confused with accessibility – ensuring that people with disabilities are not discriminated against by making packaging easy to open, non-slip, etc. I think the inclusivity opportunity for the beauty category is to think far wider and to address ageism, and neurodivergence, and move beyond traditional gender binary forms – genuinely thinking outside of the constructed boxes. As cosmetics become more of an art form, new functions and features that allow people to express themselves truly will be needed. If one solution does not fit all, the production assets and classic consumer segmentation models must become agile and iterative and embrace this divergence.”
The future of beauty packaging is a harmonious blend of sustainability and inclusivity. As consumers become more environmentally conscious and diverse, beauty brands are rising to the occasion with innovative solutions that prioritize the planet and people. From sustainable structural designs to eco-friendly decorative elements and inclusive functionality, the beauty industry is paving the way for a more responsible and accessible future. By embracing these innovations, brands not only meet the current demands of consumers but also set a standard for a more ethical and inclusive industry.
About the Author:
Ms. Elenita (Elle) Morris is Chief Marketing Officer at Olberding Brand Family, stewards of consumer-packaged goods brands since 1919, partnering with brands on brand strategy and design, packaging, digital adaptation and pre-media and platemaking. She is a recognized consumer packaged goods brand design thought-leader with particular expertise in beauty, haircare and skincare. Follow Elle Morris on LinkedIn. Also, read her previous Expert’s Opinion for BP: Beauty Brands That Are Winning in Social Media with TikTok Influencers.
