In 2022, packaging now enjoys the same level of marketing call-outs once solely experienced by ingredients. To illustrate: when Chanel debuted its No. 1 De Chanel collection of skin care, fragrance and makeup, the iconic luxury brand highlighted the inclusion of the refillable Revitalizing Cream.
The line features lids that are made from recycled or bio-sourced materials; 80% of the line is packaged in recyclable glass. In addition, the glass packaging is printed with organic ink. The highlighting of the packaging elements shows that packaging continues to become integral to brands’ marketing stories, beyond mere functionality.
Here, we round up recent packaging launches and announcements that point to future innovation and packaging claims.
Molecular Recycling Tech Expansion
Amorepacific and Eastman are collaborating on sustainable packaging solutions that use Eastman’s molecular recycling technologies. Laneige is the first Amorepacific brand to utilize packaging made from Eastman technologies, with its Water Sleeping Mask jars using Eastman’s Cristal Renew co-polyester.