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State of Packaging 2010

By: Jeff Falk
Posted: August 31, 2010, from the September 2010 issue of GCI Magazine.

page 6 of 17

Izquierdo: One example is the backlash experienced from “greenwashing.” In an attempt to appeal to the growing audience interested in sustainably produced products, many brands make vague or misleading “green” claims.

With the help of the Greener Package Guidelines to Sustainability Claims, consumer packaged goods companies now have a neutral, third-party system to back up their claims and help them research and compare sustainable packaging materials, containers and suppliers. The tool was developed by Greener Package and Environmental Packaging International (EPI), with input from Packaging Knowledge Group LLC (PKG).

This fall’s Pack Expo International 2010 (October 31–November 3, Chicago) will place a heavy focus on the topic, with many exhibitors highlighting materials and equipment that can help cosmetic and personal care brands achieve sustainability goals. Several of the expo’s allied partners will also be addressing sustainability, including the Institute of Packaging Professionals (IoPP).

Bielefeldt: European beauty brands tend to use more colorful bottles with challenging bottle shapes. Our product development is certainly impacted by the trends we see coming from across the globe, and many of our “in-between” bottle sizes have been influenced by the sizes of bottles commonly sold in other countries. (For example, developing 10-ounce bottles to fill a need between 8-ounce or 12-ounce sizes.) We see the request for custom colors across industries—beauty brands, nutritional supplements, even pet products and household chemicals—and we can respond to requests for custom-colored PET because we have relatively low minimums for custom colors.

Another global trend that was on hold for most of 2009 was the use of recycled packaging with postconsumer resin (PCR). We see many of the PCR projects that were delayed in 2009 moving ahead now.

Q: What traps can brand owners fall into, when considering their packaging, if they respond to the wrong fad/trends or respond/execute in the wrong way?