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Pragmatic Approaches

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

page 4 of 9

Abramowicz: The beauty industry has stayed ahead of the pack in embracing more sustainable packaging and projecting eco-awareness with its products.

Aveda Corporation has built a reputation as a company that prioritizes earth and community care. Aveda has [marketed] organic products since 1994 and has sponsored an annual Earth Month campaign to promote the conservation of water and other clean water-related projects. The company also reflects its eco-awareness with recyclable packaging.

The Estée Lauder Companies [which owns the Aveda brand] is another company that has established itself as a leader in sustainable innovation, and also promotes the sustainability of its products and packaging.

Working within the beauty industry, Crown Speciality Packaging created an advanced decorative perforation method for the metal packaging used to pair up Jean Paul Gaultier’s Le Male and Classique fragrance ranges. This innovative solution was both sustainable and added unique shelf appeal.

Importantly, packaging that provides sustainability benefits can do so in ways that prevent product waste. [In 2009], Sara Lee announced the introduction of its Williams Confort Pro Mousse Crème, a product with moisturizing properties formulated to eliminate the need for aftershave. The product comes in a sporty-shaped aerosol provided by Crown Aerosol Europe featuring the bi-compartmented BICAN technology—which, utilizing a plastic inner bag, keeps the product and propellant completely separate and prevents the cream from drying or hardening, which increases its lifespan, reducing product waste due to expiration.