78 MULTIFUNCTIONALS
one of the defining global threats today, and that its impact will continue to fuel environmental degradation, natural disasters, weather extremes, food, and water insecurity, economic disruption, conflict and terrorism. But on the upside, a stellar 70% of global
consumers are also optimistic that there is still enough time to save the planet according to Mintel Consulting’s 2022 Sustainability Barometer. Increasingly, these consumers feel that the responsibility should fall on manufacturers and governments, rather than consumers themselves and that brand owners should focus on developing packaging products that offer a climate friendly consumption choice. Here, multifunctional personal and beauty
care product development, in line with multifunctional packaging has a real role to play.7
To facilitate real change, the beauty and
personal care industry must focus on enabling mindful water usage practices in conjunction with other environmental management principles. While this can address immediate
processing concerns, it is also directing the conversation to include upstream processing. This could include controlling and tracking water usage during the cultivation and extraction of certain plant-based raw materials and botanicals, the manufacturing of packaging materials, and the carbon footprint of how these products are transported – from the factory floor to the retailer’s shelf.
Novel multifunctional packaging It is estimated that the beauty and personal care sector produces more than 120 billion units of packaging every year globally – most of which is not truly recyclable. In 2018, in the US alone, almost 7.9 billion units of rigid plastic were created just for the beauty and personal care products and the problem will continue to get worse.8 While not new, packaging configurations that house two or more products or formulas are good for the environment and consumer convenience, as it can take out the guesswork when coordinating beauty routines.8
For
consumers, multifunctional products embody simplicity and ease of use. For brands, it is an opportunity to put multiple products on the consumers’ radar. Many brands today offer complementary
products to be used together including multifunctional packages that allow brands to distribute two separate formulas in a single package. In contrast, some brands prefer using dual-chamber containers so they can offer two products to better deliver a desired outcome, which would be the case with a day/night skincare product housed in a single package. The move towards multifunctional
products can impact massively on plastic pollution as it reduces the number of products that any consumer will have on their shelf. At Oleon, we focus on plastic as one of our sustainability goals and we believe that consumers should demand more from companies whose products they are buying.
PERSONAL CARE April 2023
its massive environmental benefit. Not only do you have one product to
replace all the unnecessary products cluttering consumer shelves, but the knock-on effect in terms of water and energy conservation and packaging is immense. As with fast fashion, quick-fix skincare sees us invest in lots of products – resulting in lots of waste. When brand owners take the decision to
produce multifunctional beauty and personal care formulations you are mindfully developing effective, targeted products, minimizing packaging waste, and tackling the problem of surplus products that cause widespread environmental damage. At Oleon Health and Beauty, our team can
assist with any information you require on how to grow your beauty and personal care formulations for a simpler, cost-effective, and greener future.
PC
References 1. Euromonitor International.
https://www.int.
euromonitor.com/
2. in-cosmetics Connect. Multitasking beauty: Multifunctional cosmetics trends and challenges. 30 August, 2018. https://
connect.in-cosmetics.com/regions/global/ multitasking-beauty-multifunctional- cosmetics-trends-and-challenges/
We take the circularity of a product into
sincere consideration, and it is part of our corporate accountability strategy to reduce plastic waste. With our partners we are working towards a zero-waste policy. This means that we are investing in
new system processes such as enzymatic esterification – seen in our current partnership with the INCITE project. This will successfully tackle the move towards a greener future by implementing processing systems that impact our footprint in the chemicals industry.
Multifunctional products for a greener future Historically, the beauty and personal care space is one that consumers are most involved in when faced with stress and upheaval as seen currently with uncertainty around Ukraine, supply chain disruptions, a looming global recession, and the continuing fallout of the COVID-19 pandemic. However, this also offers a great opportunity
for brand owners to leverage and drive communication around issues such as the eco-friendly and multifunctional packaging and offers a prime opportunity for companies, brands and packaging manufacturers to create strategies in the development of exciting next- generation packaging technologies that connect with consumers.7 Sustainability, with its environmental and its social aspects, is one of the biggest forces in the beauty industry with 76% of consumers planning to buy cosmetics that are made sustainably.9 When you investigate the benefits of
developing a multifunctional product versus a ‘traditional’ product, there are additional advantages than just the trimming down of a consumer beauty routine. We must not overlook
3. Cosmetics Design USA. The multiple approaches to multifunctional beauty. 19 June, 2020.
https://www.cosmeticsdesign. com/Article/2020/06/19/The-multiple- approaches-to-multifunctional-beauty
4. Personal Care. Top beauty specialists tackle formulation challenges. 12 October, 2016.
https://www.personalcaremagazine.com/ story/18302/top-beauty-specialists-tackle- formulation-challenges
5. Cosmoprof. Water And The Cosmetics Industry: Company Involvement, Consumer Education. 22 March, 2021. https://www.
cosmoprof.com/en/media-room/news/ water-and-the-cosmetics-industry- company-involvement-consumer- education/
6. Nutritional Outlook. Consumers don’t just want clean-label beauty products. They want clean-label products that really work. 17 May, 2022; Volume 25, Issue 3.
https://www.nutritionaloutlook.com/view/ consumers-don-t-just-want-clean-label- beauty-products-they-want-clean-label- products-that-really-work
7. Mintel. Global Packaging Trends. 2023.
https://www.mintel.com/industries/ packaging/
8. Plastic Pollution Coalition. The Ugly Side of Beauty: The Cosmetics Industry’s Plastic Packaging Problem. 25 January, 2022.
https://www.plasticpollutioncoalition.org/ blog/2022/1/25/the-ugly-side-of-beauty- the-cosmetics-industrys-plastic-packaging- problem
9. Yvon, P. Consumer Expectations of Natural Beauty Brands. HAPPI. 2 March, 2022.
https://www.happi.com/ issues/2022-03-01/view_features/ consumer-expectations-of-natural-beauty- brands/
www.personalcaremagazine.com
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