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Today, more people than ever are concerned about their impact on the environment and are looking to take matters into their own hands where they can. This means putting the brands they buy from under a microscope and searching for companies that use sustainable practices.
Sustainability is an especially large concern for beauty and cosmetics consumers. Let us explore why this is the case and how consumers and companies can help each other by going green.
With so many beauty and cosmetics companies out there, consumers can be much more selective about who they buy from. This means that they can allow their values to drive their buying behaviors – making it all the more important that your company values and actions align with their own. Since sustainability aligns with consumer values in the beauty and cosmetics industry, this is a logical direction for your company to move toward.
In addition, sustainable retail packaging helps you stand out from the competition while doing right by the environment. Plus, 60% of consumers will pay more for products that have sustainable packaging – talk about a win-win!
Many beauty brands are continuing to make strides toward sustainability. One unique approach to sustainability that is mutually beneficial is a recycling program.
Recycling programs are a creative way to entice consumers to continue doing business with you. How? Recyclability of packaging is important to 67% of consumers. Recycling programs empower them to play an active role in their environmental impact. Plus, it can build trust and confidence in your brand since consumers know where their packaging is going and that it is actually being reused.
Brands like Kiehl’s, MAC, Ilia, and Lush have recycling programs in place where people can bring their clean, empty product containers to their local store or mail them in. In return, these brands are giving small incentives to participants, such as discounts, free products, or reward points. This is an innovative marketing tactic that appeals to consumers’ values and can even entice them to buy more.
Consider implementing a recycling program of your own – your target market will appreciate the effort and may even spread the word about your awesome brand to others because of it. If this is not a realistic tactic for you to take on right now, you can also incorporate recyclability into your packaging approach through your retail packaging.
While recyclable product packaging is a great concept, you should also consider other parts of your brand’s packaging. Retail packaging is a huge avenue through which beauty and cosmetics brands can minimize their environmental impact. You may be wondering, “How can we make beauty and cosmetic retail packaging sustainable?” There are a few ways you can do this, such as:
Recyclable retail packaging, however, is a highly-effective way to lower your carbon footprint. Common recyclable retail packaging materials include recyclable paper and plastic. These can be used to create a range of packaging components – from eCommerce shipping bags and boxes to paper shopping bags. You can also use recycled materials to create recyclable retail packaging components. Lowering the demand of virgin ingredients through this approach can help reduce the carbon emissions that would be generated during their processing.
Be sure to spread awareness of your sustainability-focused efforts on your packaging collateral, website, social media, and other marketing outlets. Since it can be unclear what components are recyclable, make sure to include correct, clear labels on your packaging components. No matter your approach, doing something to help the environment is better than nothing.
At Edge2Edge, we can help you create beautiful, recyclable retail packaging for your beauty and cosmetics brand. Contact us today to get started.