Follow us: Luxe Packaging Insight – news & innovations on the luxury packaging market

Eco-designed luxury packaging: a new priority?

Alissa Demorest

Related topics :

,
Eco-designed luxury packaging: a new priority?

Is sustainability on the road to becoming a criterion of choice when purchasing luxury goods? For nearly one in four French consumers, a luxury product’s packaging should be environmentally friendly, according to Shopper Luxe*, a recent study published by French organization Citeo on consumer expectations in the area. A further sign of this emerging commitment: 79% of respondents say they would avoid buying from a brand if it does not address its ecological impact, showing that even in the luxury market, the green trend is taking root. "Luxury is a world apart in the consumer environment and we wanted to know the role that packaging plays in the content-container relationship," explains Catherine Barucq, head of research and foresight at Citeo. Among the definitions of a luxury product, those “designed with an environmental component" is a criterion for 24% of respondents, followed by packaging made with recycled materials for 19% and a product with "minimal” packaging for 12% of consumers. The study revealed that consumer expectations when it comes to eco-design focus on three main topics: the recyclability of the product (53%), the materials used (42%) and its ingredients (23%). In the perfumes and cosmetics segment, a refillable product is paramount when it comes to eco-design. Indeed, within skincare, 52% of respondents would like to have the option to purchase refills while for 38% refillable lipstick and mascara would be a priority. This figure is even higher for fragrance consumers: 59% express the desire to buy a refillable fragrance. Consumers appear to be listening to brands’ messaging on environmental issues with 84% of respondents disagreeing with the claim "when I buy a luxury product, I don't want to hear about the environment". This percentage climbs to 90% for consumers under 35. From a purely aesthetic point of view—and not surprisingly—gilded and gold color schemes remain the most associated with luxury (34% of respondents), followed by black (20%), silver (18%) and white (12%). In addition to market research, Citeo supports brands in their eco-design efforts in three main areas: packaging reduction (reuse, refill, lightweighting and removal of components); recyclability, by encouraging the use of mono-resins and recyclable resins (PET, PE, PP); and an assessment of the materials’ origins to encourage the use of recycled materials. The company also offers free tools on its website, including TREE, a packaging recyclability test. *Citeo surveyed 500 consumers in France in retail areas including branded boutiques, perfumeries, department stores and wine and spirits merchants.

Editor's picks

FusionPKG talks US luxury beauty trends

Interview

FusionPKG talks US luxury beauty trends

Jessica Tarangioli, vp of business development at Texas-based FusionPKG, explains how the supplier is addressing trends in the luxury beauty market via its BeautyLab Division. What trends are currently shaping luxury beauty packaging in the US?[…]

01/22/2020 | Consumer trends
With E.Y.E., Chanel explores personalized mascara

With E.Y.E., Chanel explores personalized mascara

L’Oréal’s Guive Balooch unveils Perso’s potential

Interview

L’Oréal’s Guive Balooch unveils Perso’s potential

Easyfairs readies for launch of PLD's first edition

Easyfairs readies for launch of PLD's first edition

More articles