Gillian Garside-Wight, Consulting Director at Packaging Consultancy Aura06.19.24
Gen Z and Gen Alpha are actively engaging with packaging design, innovation, and sustainability on social media, particularly for beauty and cosmetics products.
Content creators such as Brooke The Brand Blueprint and The Lipstick Lesbians are paving the way in educating younger consumers about packaging, amassing millions of followers and views in the process.
But despite young consumers explicitly showing interest in climate change and sustainable packaging, many businesses still see it as a cost rather than something that adds value – and so they fail to invest in it.
In fact, there is a fundamental misunderstanding of what sustainable packaging can deliver to businesses. If they do it well, it encourages brand loyalty. It manages risk, drives efficiency through the value chain, and, of course, it will help the environment.
In the beauty sector, one of the biggest challenges is the small packaging that can make it difficult to recycle. There is therefore a push towards reusable solutions instead.
Some might highlight that reusable/refillable cosmetics packaging can increase the cost for the first purchase, and that younger, more fashion-led consumers often lack brand loyalty—and so getting them to buy the same brand repeatedly can be tricky.
In addition, the packaging itself for products like perfume is usually a fashion statement. It is a fashion accessory that reflects on the buyer.
But that is exactly the reason why refills and reusable solutions can work – the first purchase is their foot in the door. Their growing desire to be sustainable will encourage greater brand loyalty.
New product development is well considered, but in many instances businesses only consider packaging from a functional perspective rather than as an extension of the brand. That will have to change if they’re going to meet the growing consumer demand for sustainability.
Content creators such as Brooke The Brand Blueprint and The Lipstick Lesbians are paving the way in educating younger consumers about packaging, amassing millions of followers and views in the process.
But despite young consumers explicitly showing interest in climate change and sustainable packaging, many businesses still see it as a cost rather than something that adds value – and so they fail to invest in it.
In fact, there is a fundamental misunderstanding of what sustainable packaging can deliver to businesses. If they do it well, it encourages brand loyalty. It manages risk, drives efficiency through the value chain, and, of course, it will help the environment.
A Value-Add
It’s not just a cost, it is a value-add. And younger consumers are leading the charge to see it as such.In the beauty sector, one of the biggest challenges is the small packaging that can make it difficult to recycle. There is therefore a push towards reusable solutions instead.
Some might highlight that reusable/refillable cosmetics packaging can increase the cost for the first purchase, and that younger, more fashion-led consumers often lack brand loyalty—and so getting them to buy the same brand repeatedly can be tricky.
In addition, the packaging itself for products like perfume is usually a fashion statement. It is a fashion accessory that reflects on the buyer.
But that is exactly the reason why refills and reusable solutions can work – the first purchase is their foot in the door. Their growing desire to be sustainable will encourage greater brand loyalty.
New product development is well considered, but in many instances businesses only consider packaging from a functional perspective rather than as an extension of the brand. That will have to change if they’re going to meet the growing consumer demand for sustainability.
