COSMETICS BUSINESS LIVE
PANEL VI
MAKING LUXURY SUSTAINABLE
Moderator Sarah Parsons, Editor,
cosmeticsbusiness.com Panellists Eva Lagarde, CEO & founder, re/sources Simon Dipple, SVP International Business Development, BellaGiada
G
etting to grips with the sustainability issue specific to luxury packaging for beauty was this panel moderated by Cosmetics Business’ Sarah Parsons
and garnering the expertise of Eva Lagarde, CEO & founder of sustainability education platform re/sources, and Simon Dipple from luxury packaging solutions provider BellaGiada.
What do you think about refillable packaging in luxury beauty? Eva Lagarde: I think it works well with luxury beauty. I’ve found that the mistake people have made is what you saw with the Kim Kardashian launch, where they received backlash. They had a refill where the outer packaging was just another plastic shell and the inner cartridge was working on its own and didn’t need outer packaging. That’s one of the common mistakes that I’ve seen with refill recently. What I find interesting with refill beauty, especially in the luxury segment, is the option to expand your outer packaging, whereby you can make it from ceramic or another keepsake material that you want to keep because it’s beautiful, because it lasts longer and because it’s sensorial. One of the trends that we’re going to see in the future is that packaging will disappear, or rather the waste and wasteful packaging that we throw away will disappear. Today there’s a lot of single-use plastic on the market but it’s going to be prohibited in the European Union by 2030. So we
64 December 2022
The panellists discussed refill for luxury and whether luxury beauty can ever move away from ‘heavy is better’
have to find a solution. But brands are telling us that people are not refilling their packaging so much. I mean, who in this room has finished a lipstick?! So we need a new way to give consumers an experience that works for the products we make. With Hourglass, the refill lipstick is very thin, so the chances are you are going to finish this lipstick quicker than a regular lipstick. So be creative about the way you’re going to refill and make it more connected to the consumer. Simon Dipple: We’ve just been talking about the carbon footprint that we create when we go to a store to refill. We’ve got to think more cleverly around how we get that returned and how it is refilled to stop that secondary journey just for a refill. You can think about packaging which can be kept, a pack that could be collapsible, that can go on its side to return for refill and then be returned back to you using a courier network, which broadly has got a lower carbon footprint than us as individual consumers doing a single trip journey. It’s just trying to think holistically about the whole journey and how we create packaging.
What about the unboxing experience? We talk about excess packaging, but the consumer still wants that experience, right? Dipple: When you receive that packaging, if you have that feeling, the absolute thrill of opening something up and keeping it afterwards, for me,
cosmeticsbusiness.com
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