Functional value of cosmetic packaging

In the color cosmetics market, brands and marketing rely heavily on labels and packaging, and consumers are paying more and more attention to the functional value of packaging and containers. Ensuring that the product itself is used to the maximum extent has gradually become a key issue for consumers.

On video websites such as Douyin, many netizens are keen on “disassembling lipsticks”. After disassembly, there are still a lot of products left, which can be used again. For example, lipstick tubes can be directly recycled, cleaned and refilled with paste for continued use, greatly reducing the waste of “throwing it away after use”.

From the perspective of the brand, it can cater to consumer needs, simplify packaging as much as possible, select green and environmentally friendly raw materials, and ensure that the packaging is as recyclable and reusable as possible.

Chinese and foreign brands have long tried to use recycled materials, replacement packs, and even naked packaging.

1. Use second-hand materials

In January this year, Procter & Gamble announced that it would produce a recyclable shampoo bottle containing up to 25% recycled beach plastic. In July this year, Procter & Gamble announced that it was building a plastic recycling plant with a total investment of nearly US$120 million (approximately RMB 800 million), promising to change the recycling status of polypropylene and to produce recycled resins with the same performance as new materials.

It is reported that in China, 20.4% of all PET plastics used for product packaging by L’Oreal Group come from recycled plastics.

2. Replacement packs

Recently, Procter & Gamble announced plans to test the use of recyclable capsule refills in the packaging of its skincare brand OLAY to reduce the use of plastic in the skincare industry. These capsules are recyclable.

Some domestic brands have also launched replacement core-type replacement packs, mainly air cushion powder cream products, such as Chando and Oshiman.

3. No packaging

At the beginning of this year, Procter & Gamble also launched a “tea bag”-sized label-shaped detergent product concept, called “DS3”. The product is in the form of small square pieces, mostly for one-time use. It will dissolve in water and become various detergents such as shampoo, without the need for packaging bottles.

Some people pointed out that the implementation of the garbage classification system reflects the importance of environmental protection at the national level. In addition to the recyclability of cosmetic packaging materials, whether the cosmetic raw materials are natural and whether the production process is scientific are also important issues, which will affect the entire industry to develop in a more environmentally friendly direction.