Another trend is to maximize the proportion of recycled material. Our bottles, which we develop and produce ourselves, are made from 100 percent recycled materials. For the lids and tubes, the numbers are slightly lower, so the entire shampoo packaging has a recyclate content of 96 to 98 percent. For glass jars, the proportion of recycled glass is 30 to 40 percent.
The recyclability of packaging is one of our objectives, as is the aim of avoiding new plastic wherever possible. We are trying to become more sustainable overall and are putting everything to the test.For serums that are sold with a pipette, we look at which metal elements and which made from glass are included and make adjustments if necessary.
Is there potential for change? From unpackaged to deposit systems, isn’t there more scope for a more circular economy?
Yes, of course. However, I have to say that consumers have high expectations when it comes to environmental protection, but other factors also play a role in purchasing decisions. For example, we had hoped for more from refillable products or solid shower shampoos. They are far less popular than we thought. Every brand now has these alternatives in its portfolio, but they remain niche products. There is paper packaging for decorative cosmetics as well, but women want to keep their eye shadow or lipstick in their handbag. Packaging must be cosmetic, high-quality, and robust enough at the same time.
We have launched the “Obsidian” mascara in a glass container and each limited edition contains glass packaging. We look at how these are received and examine in detail how we develop each product further and whether we even introduce new systems. Product performance is the top priority for consumers. People want to feel good when they use cosmetics. This means that a CO2 value takes a back seat at this point.
But do users of natural cosmetics have sustainability in mind?
When we founded the company in 1987, sustainability and natural cosmetics were still a niche topic. Today, sustainability is taken for granted. We communicate this to the customer via the packaging and explain, for example, that we focus on naturalness in all areas, are certified, make vegan products, and do not use microplastics, for example. All brand manufacturers are now focusing on sustainability; no one can ignore this issue.
Many natural cosmetics packaging is white and quite inconspicuous in design. What does this express?
The trend is changing. We are very high-quality, use white – but are becoming more colorful. The new men’s range from Lavera is dark green in color. The baby and children’s products have animal illustrations printed on them. This goes hand in hand with emotions, which are so immensely important in the cosmetics industry. The user demands an emotional experience, and the packaging can also express this.
How can packaging be sustainable and emotional?
Online retail is growing, but cosmetics are and will remain strong in brick-and-mortar stores. Therefore, it must be possible to experience it there. There are unpackaged testers so that make-up products can be tried out, for example. Shampoo and shower gel bottles can still be opened by customers to smell them. It's about experiencing things with all of the senses.
But don't the high hygiene requirements get in the way?
In the case of care products, it is of course important to comply with hygiene protection and ensure shelf life. That's why toothpaste tubes, for example, have seal protection. Sometimes packaging cannot be reduced any further because product protection takes priority. In the case of mascaras or lipsticks, a label provides additional protection against improper opening in the store. We do not use sleeves for sustainability reasons, just like other manufacturers. Our decoration counter offers testers wherever appropriate. There are 87 in total. Ultimately, the retailer must ensure that the decorative cosmetics are not opened
