The type of material beauty products are packaged in can help brands stand a chance in this busy, highly-competitive category. For an example of a successful brand that pushes the boundaries of materiality, think of Jean-Paul Gaultier – they give their flagship perfume’s plain conserve can packaging center stage on their website and point-of-sale communication alike. Thoughtful, unique packaging materials, designs and shapes can make for powerful brand recognition and distinctiveness in this busy category.
Single-use plastic may soon be a thing of the past. L’Oréal has vowed to move to paperbased cosmetic tubes in 2020 and M.A.C. Cosmetics has been leading the pack for quite some time now with their recycling program. For every 6 empty containers returned, the consumer receives a free lipstick of her choice – that’s one way to do good for the planet and consumers.