Wood-n’t it be nice if beauty packaging was sustainable?

10-Jun-2013 - Last updated on 18-Jun-2013 at 07:57 GMT

In a world in which waste is becoming an ever greater problem, packaging comes under the spotlight as one of the biggest contributors, and with the beauty industry being no stranger to the sustainability question, one packaging firm believes it may have found an answer – wood.

Recyclability and sustainability in general have become key drivers among those responsible for developing packaging for cosmetics brands, and the term has been bandied around for years due to the conflict of interest between being green and luxury; with the latter often taking precedence.

In the cosmetics and beauty industry packaging is as important as the product inside. Consumer awareness of health and the environment has also created a demand for organic products outside traditional food and drink sectors and into markets such as beauty and personal care.

Sustainability-Luxury

Quadpack company Technotraf believes it knows the answer, having showcased its wood components for beauty packaging at Luxe Pack New York earlier this month.

According to the packaging firm, in the beauty sector wood is trending among luxury brands, as adding a wooden cap or sleeve to the packaging adds prestige to high-end perfumery and cosmetics brands.

Wood is a versatile, long-wearing material with favourable production costs.

“This material brings a host of benefits, such as a high perceived value, sensory appeal and sometimes even an extended life beyond the use of the product,” says Technotraf.

“A sophisticated wooden box may continue to be used once the perfume has finished, keeping the brand visible and alive in the consumer's perception.”

As such, wood is high on the list of contenders in transforming packaging to meet today's environment-conscious demands.

Versatile

“As recent product launches have shown, wood is no longer confined to the ‘masculine’ market,” continues the packaging company.

“In addition, project developers and designers are using the material in a number of surprising ways across the consumer market – widening its semiotic context from one of ‘heritage’ to one of ‘trendy modernity’.”

By combining it with other eco-friendly materials such as cardboard and glass, the Quadpack firm says it is helping to propel the beauty industry to greater levels of sustainability.

“Wood is poised to make its long term mark in the beauty packaging industry, not only as a response to years of ‘high-tech’ tendencies, but also because savvy consumers, who are increasingly aware and informed of eco-friendly alternatives, demand it.”