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Pragmatic Approaches

By: Jeff Falk
Posted: June 22, 2010, from the July 2010 issue of GCI Magazine.

page 3 of 9

Abramowicz: The sustainable attributes of a package can be a factor in the purchase decisions of consumers. By providing brand owners with a material option that not only offers shelf appeal and convenience but infinite recyclability, Crown can help them demonstrate their eco-awareness and meet consumer demands for greener packaging.

Also, due to the long-established recycling process, consumers are well-educated on metal’s recyclability. Unlike with many other materials, this broad understanding helps drive metal’s high recycling rates, which ultimately minimize costs for brand owners.

Achelpohl: We have found that package design was the “low-hanging fruit” of the sustainability trend with the advent of new materials and packaging formats. And this continues to be the primary focus of most consumer goods companies. So, sustainability efforts directly impact the brand owner because it impacts the design of the product for retail efforts.

On the back end, brand owners also have the opportunity to incorporate packaging machinery to meet sustainability goals. New technologies allow companies to reduce carbon footprints, decrease water and energy usage, and improve overall efficiencies.

GCI: How well has the beauty industry, in general, embraced these efforts and translated them effectively into consumer products?