COSMETICS BUSINESS LIVE
T
his packaging and logistics- focused panel looked in-depth at the different possible approaches to refillable
cosmetics and their respective plus points and pain points. Joining moderator Julia Wray from Cosmetics Business were private label cosmetic manufacturer Orean’s Dan Williams, Jesus Beneyto of Faca Packaging and Mark Lockyer from Sampling Innovations.
How important are refill strategies to the overall sustainability drive? Jesus Beneyto: As a packaging manufacturer, with respect to sustainability, we can take an approach from the materials point of view and from the concept of design. And when I talk about design, I mean reduction of weight, but also how to help the packaging to be reused, or recycled afterwards. And in this sense ‘refill’ can potentially reduce, as usually the refill is lighter weight; it can also be reused, because the main mission of the refill is to keep the outer part of the packaging to reuse it as many times as possible; and the refill approach can also be used to help the processing of those materials afterwards. Dan Williams: It’s about understanding what that refill solution looks like. If a brand has invested in this nice primary packaging and the fans are buying into it, it is a really good solution. But I think there’s also a lot of merit in not having so much packaging. As a brand, it’s about trying to find really what’s right for you.
What strategies are out there for refill solutions? Mark Lockyer: From Sampling Innovations’ perspective, refilling at home is the area where we can help the most, in terms of providing a either a lower weight or an environmentally friendly option that enables you to refill an existing primary pack in the convenience of your own home, whether you’re getting that in-store or buying that refill pack online. But of course it is only one part of ‘refill’, which is only one part of an overall sustainable strategy. So, it’s a hugely complex area among an even bigger complex discussion. If you’re looking for the perfect sustainable solution, it doesn’t exist yet, but there are a lot of options, different materials, formats and routes that you can follow.
56 December 2022
PANEL V REFILL STRATEGIES
Moderator Julia Wray, Editor, Cosmetics Business Panellists Dan Williams, CEO, Orean Jesus Beneyto, General Subdirector, Faca Packaging Mark Lockyer, Commercial Director, Sampling Innovations
What kinds of refill solutions do you supply to your clients? Beneyto: Our approach is to offer a cartridge, so the customer doesn’t need to make a change in the bulk. It is also sealed. We are mainly a supplier of jars and certain bottles for high end skin care and body care brands. So, let’s say, for a cosmetic jar the outer packaging is intended to be in the bathroom for months. We offer brands these cartridges, which they sell, and it is only at the moment the consumer buys the new cartridge, removes the old one and puts in a new one, removing the seal, that product use is started. So in that way we avoid any possibility of contamination and cross-contamination, or anything that will affect the stability or the compatibility of the product. Technically speaking, we offer different systems, screw-in, or clip-in, or simple pop-in, but, at the end of the day, we think that this approach with a cartridge is a very convenient and safe way of doing it.
Williams: As a brand owner, you’re investing a load of time and effort in making your product look nice and marketable. Then you come to this refill – and where does the consumer buy it from? They go into a retail store. And if they’ve only got a certain amount of retail space, what do they put on shelves? I suppose that’s where subscription models can come in, where people can subscribe and get the refill pod on a monthly or quarterly basis. Because pods are great, but they definitely don’t look as attractive as the beautiful original jar.
Let’s talk about the at-home solution here, what are we actually seeing people use and how are you ensuring that it is as attractive as the original pack? Beneyto: That’s a challenge to look as good as the original, because for skin care products we are using a very simple cartridge design. What we try to make attractive is the outer part.
cosmeticsbusiness.com
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