Jamie Matusow, Editor-in-Chief12.14.20
Research and Markets released its 2020 Packaging Innovation Trend Report -- and it looks at
the latest trends in packaging innovations, and the shift toward more sustainable options.
Analysts say, “sustainability has become a factor of great importance in the purchasing decisions of today's consumer. As individuals increasingly shift to lower and zero-waste lifestyles, questions surrounding materials used in packaging have become top-of-mind across various industries.”
These shifts in regard to the health of the planet have turned attention to more eco-friendly alternatives including new forms of packaging, according to the research firm.
While sustainability has been determined to be key to nearly any innovative package, there are many ways to interpret the word.
Photo by fotografierende at Pexels
Here's How Beauty Industry Suppliers Define Innovation
We asked a selection of Beauty industry suppliers how they define innovation in approaching the package development process.Here are some of their responses:
Brian Saputo, Executive Vice President, SeaCliff Beauty
“While the most common interpretation of innovation is something unique and novel, I was taught early in my career to think of innovation more broadly.”He says SeaCliff looks at sustainability as innovation; speed to market as innovation; and even consumer delight as innovation. “Sometimes, he says, “it can be as simple as reframing an existing concern or challenging an existing belief”—such as when he was at P&G, and heard they were trying to reinvent the broom—and ultimately “redefined the home care category with the Swiffer Sweeper.”
HCT Group’s Global Director of Design, Megan Langdon
“As always, innovation has many definitions and methods of presentation within the beauty world. However, I am a firm believer that its purest form is when a product or package fills a gap that answers a question or need that has not been identified previously. Every brand has different needs and we work to provide them with solutions.”Knoll Packaging's Creative & Innovation Director, Benjamin Cohen
“Real innovation is being driven by sustainability initiatives in a powerful and meaningful way. There are many industry-changing innovations coming to market—refillable and reusable packaging, size reduction initiatives for CO2 and waste stream reduction, and most importantly a strong drive toward recyclability in all brands.”Eleanor Bunting, Marketing Manager, ICS
A sustainable packaging element is key at ICS, where Bunting, notes: “Propelled by consumer demands, especially Gen Z and young Millennials who actively seek packaging in line with their social values, sustainability in packaging continues to be a main focal point in today’s beauty world.”She adds, “Innovation does not necessarily mean to create the newest technical beauty product but can be a simple adaptation to current packaging to provide a more sustainable or functional solution. Many recent ICS beauty innovations have revolved around creating new sustainable initiatives for our packaging…as well as more sustainable features for packaging such as
Refillable, Reusable and Double-Duty Packaging
Kristen Corso, Director of Marketing & Product Development, Roberts Beauty
Corso believes “Today’s innovations must bring a value. Sustainability is top-of-mind, so having an eco-friendly element is nearly mandatory. For any products that don’t boast an eco-benefit – the product has to be able to simplify the life of the consumer. I think of innovation today having to be smaller, better and faster.”Robert Bulla, Director of Engineering & Innovation, APC Packaging
“Defining innovation is imperative due to fact, that if our current design premise in general does not include innovation as a core attribute of your culture of design, sustainable design will be lacking in key attributes that bring about change."Bulla continues, "You will also run into problems that may not necessarily be solved with solutions you used in the past. Sustainability in general is an afterthought in a lot cases and some of your standardized ideas of design will be flipped upside down.
He adds, "To be called an innovation at APC Packaging, an idea must be replicable at an economical cost and must satisfy a specific need. By defining innovation, it will affect your relationship & your team’s relationship with the word creativity. I believe incorporating innovation into your culture by defining it will create a team that does not only look inside the box but outside it as well.”
Asquan’s Michelle Wong, Global Design & Marketing Director
“In today’s ‘blink or you’ll miss it’ world of constantly filling an Instagram feed with today’s eye-catching trend, the true innovation is keeping up with the lightning speed while leaving a memorable impression."Wong adds, "If a brand can manage a cohesive identity with ongoing relevance, then packaging suppliers just need to support them in their required pace and it will be a win-win situation.”
