Sustainable Packaging Emerging in Beauty Products

Beauty products are saying goodbye to old plastic packaging and focusing on sustainable packaging. This is because two major players- Whole Foods and Procter & Gamble – are passing new regulations for sustainable and recyclable packaging.

Whole Foods’ new regulation goes in effect this month and requires suppliers to use packaging materials that are easily reused or recycled, are non-toxic, and call for a switch from plastic to glass whenever possible. Strengthening their commitment to reducing, reusing, and recycling waste is the main objective. Whole Foods has switched to post-consumer recycled bottles for most of their store-brand personal care and nutritional supplement products. They have also implemented responsible packaging guidelines for all of the company’s personal care product suppliers (more than 1,300). The new regulations will cause many brands to adapt to their sustainable packaging objectives regardless of wherever else they are sold.

Over the next few years, Procter & Gamble will switch to sustainable packaging made from sugarcane produced in Brazil. P&G employed Brazilian supermodel and Pantene endorser Gisele Bundchen to announce the switch. The initiative will help meet the needs of women around the world who have been demanding more environmentally friendly products with no trade-offs in performance, aesthetic, or value.

Brands like The Body Shop and Stila have had a longer history of using green packaging but with the new changes from a giant like Procter & Gamble, it’s a sure sign of change in the mainstream marketplace.

Redesigning Packaging for a Charitable Cause

Last month, we talked about companies using social media networks for cause marketing.  Now we are focusing on a company that actually redesigned their packaging for a cause.

Recently, Tide changed their packaging to go along with their Loads of Hope campaign.  That is a pretty big deal for a brand that has not Tide Loads of Hope Custom Packaging for Cause Marketingsignificantly changed their packaging in their sixty years of history.  The Loads of Hope campaign raises funds for disaster relief support.  The new design features photos of disaster victims that Tide has provided aid for, such as Hurricane Katrina victims.  The newly designed bottle also says, “You can help” on the yellow cap to help draw attention to the charity and the company’s social responsibility efforts.

This change in Tide’s packaging design shows that they take social responsibility seriously.  It is a program that they are continuing to support, and it enhances their brand image.  Consumers are more likely to buy products from a socially responsible company, rather than the competition if the products are similar.  So not only are they giving back to the community by helping disaster victims, but they are also boosting their brand image, which could increase sales and the traffic flow to their web site.  The design and custom packaging that they are using helps inform and remind consumers what they are doing to help others.  And most importantly, they are doing their part to give back to the community and those in need.