Shelly Socol, CEO and Co-Founder of OneRockwell04.25.22
In the past few years, we have seen a huge market shift and packaging has gone from hyper glossy, to minimalistic –and more importantly, sustainable. Consumers are beginning to make decisions about where they put their money based on how a company's values align with their own.
Today’s consumers don’t want to attach themselves to brands that uphold unsustainable shopping cycles that involve cheap labor and extreme product waste. This has caused a shift within the beauty industry, forcing brands to reevaluate how their current approach impacts the environment. Brands need to understand that consumers are asking questions like ‘is the packaging reusable? Does it minimize waste? Are the formulas clean? Does it have a low carbon footprint? Is it recyclable? Are they using secondary packaging or primary packaging?’
A growing entry point into brand sustainability is refillable packaging that helps to minimize waste and puts a new spin on “reduce reuse recycle” in the industry. While it’s a start, brands will have to dig deeper into product offerings, as they may better benefit from curtailing over- production and honing in on limited edition collections with thoughtful and unique designs that feel luxe and special – perfect for an instagrammable photo-opp or a YouTube unboxing.
When thinking of creative packaging in the beauty space, we are seeing both luxury and prestige brands move into an overall sustainable and inclusive approach. Brands have prioritized non-gender specific products and corresponding packaging to reinforce the fact that people should be wearing what makes them feel good while supporting brands that make them feel good.
Recently, The Outset by Scarlett Johansson launched, offering timeless and unisex skincare with a French pharmacy inspired packaging featuring refillable components and an approachable regimen. Humanrace, the skincare brand by Pharell Williams, offers refillable packaging with a unique pod capsule. The brand by HumanKind also makes a great minimalist deodorant in a revolutionary, refillable container. Amongst their refillable products they also make waterless toothpaste tablets and refillable glass floss containers. In the beauty space, Rogue has beautiful refillable lipsticks with leather luxe travel cases that can be monogrammed for a personalized touch.
There’s no doubt the beauty market is saturated. When embracing minimalism, brands must consider their audience in ways some have yet to tap into. They will have to embark on a new journey and embrace learning new ways to keep up with sustainable demands that will, in the end, offer longevity for the brand itself and its clientele.
Today’s consumers don’t want to attach themselves to brands that uphold unsustainable shopping cycles that involve cheap labor and extreme product waste. This has caused a shift within the beauty industry, forcing brands to reevaluate how their current approach impacts the environment. Brands need to understand that consumers are asking questions like ‘is the packaging reusable? Does it minimize waste? Are the formulas clean? Does it have a low carbon footprint? Is it recyclable? Are they using secondary packaging or primary packaging?’
A growing entry point into brand sustainability is refillable packaging that helps to minimize waste and puts a new spin on “reduce reuse recycle” in the industry. While it’s a start, brands will have to dig deeper into product offerings, as they may better benefit from curtailing over- production and honing in on limited edition collections with thoughtful and unique designs that feel luxe and special – perfect for an instagrammable photo-opp or a YouTube unboxing.
When thinking of creative packaging in the beauty space, we are seeing both luxury and prestige brands move into an overall sustainable and inclusive approach. Brands have prioritized non-gender specific products and corresponding packaging to reinforce the fact that people should be wearing what makes them feel good while supporting brands that make them feel good.
Recently, The Outset by Scarlett Johansson launched, offering timeless and unisex skincare with a French pharmacy inspired packaging featuring refillable components and an approachable regimen. Humanrace, the skincare brand by Pharell Williams, offers refillable packaging with a unique pod capsule. The brand by HumanKind also makes a great minimalist deodorant in a revolutionary, refillable container. Amongst their refillable products they also make waterless toothpaste tablets and refillable glass floss containers. In the beauty space, Rogue has beautiful refillable lipsticks with leather luxe travel cases that can be monogrammed for a personalized touch.
There’s no doubt the beauty market is saturated. When embracing minimalism, brands must consider their audience in ways some have yet to tap into. They will have to embark on a new journey and embrace learning new ways to keep up with sustainable demands that will, in the end, offer longevity for the brand itself and its clientele.