L’Oréal Paris, Garnier and Maybelline have partnered with The Better Packaging Co to create sustainable packaging in their new sustainability pledge.
Garnier, L’Oréal Paris and Maybelline have made the promise to send out packages with zero waste, fully recyclable and photodegradable ØPACKS in collaboration with The Better Packaging Co.
The initiative has evolved from L’Oréal’s Sustainability Commitment, which pledges to optimise and reduce waste made from excessive packaging. This pledge has come into fruition thanks to The Better Packaging Co.
The Better Packaging Co. was founded by Kate Bezar and Rebecca Percasky. Together, they produce “revolutionary, customised packaging solutions for the new eco-nomy.” Director, Kate Bezar noted that the options available for companies such as L’Oréal and Maybelline are there to reduce as much waste as possible, “In general we would advocate minimising packaging altogether. Optimise sizes so that you’re not using excess material as it all adds to the environmental cost – it’s more to produce, it’s more weight to ship, it’s more to dispose of at end of life.”
L’Oréal and The Better Packaging Co.’s innovative range includes a series of sustainable and compostable packaging that’s made using only solar power, no water, acid or bleaches. Its name ØPACKS refers to the fact that the environmentally-friendly packing generates no waste or greenhouse emissions.
The initiative, as explained by Bezar, could save businesses from losing their younger customers, “I don’t think it’s an exaggeration to say that they’re risking their entire business,” she says, “The Business of Fashion’s 2018 report identified that 66 per cent of millennials around the world would spend more money on brands that were sustainable. This figure and this market segment will only grow. Bad PR or a social media backlash has the power now to really impact a brand’s sales. On the one hand, it’s scary, but on the other, it means people have power and we embrace that.”
In addition to the ØPACKS, The Better Packaging Co. supplies a range of 100 per cent home compostable courier satchels, poly bags and other labels and tape. Their focus sits mainly on solutions for e-commerce, hospitality and retail. The Better Packaging Co. has added L’Oréal to their long list of clients who are choosing to use their packaging over non-sustainable options. Some of their clients include Maybelline, Garnier, David Lawrence, Marcs, Roxy, Tigerlily and Quay.
With an increase in demand for sustainable packaging by consumers, companies need to make the decision whether they’d begin their own pledge like L’Oréal. “The demand is huge – particularly if it can perform as well as traditional packaging and is well priced – which our products do and are!” says Bezar, “I think customers definitely care and I believe some even think twice about online purchasing these days because of the amount of plastic packaging they know they’ll generally receive.”