As part of the Future Leaders Class at Paris Packaging Week 2026, Anthony Bouvier is bringing fresh academic insight and hands-on industry experience to the sustainability debate. A product manager at Hyléance since 2021 and a PhD student in marketing at iaelyon, he is exploring how consumers perceive and adopt reusable packaging solutions. At the heart of his research is the concept of “perceived entropy” — the idea that people instinctively judge the apparent disorder or wear of empty packaging, shaping whether they see it as clean, healthy and fit for a second life.
- How do you see the concept of “perceived entropy” influencing consumer acceptance of reusable packaging models over the next five years?
Thanks to a deeper understanding of consumers’ perceived entropy—and how this perception influences their decision to reuse or discard a package—brands and manufacturers will be able to design packaging that is optimised to encourage reuse. My research aims to uncover the implicit thought processes consumers rely on when they handle or decide to dispose of a package. Over time, our work will help identify the specific cues consumers use to evaluate an item’s condition, and how these cues—often linked to the material itself—promote either reuse or rejection.
- What inspired you to apply a physics-based idea like entropy to marketing research, and when did you realise its potential for packaging insights?
I’ve always been fascinated by how consumers think. I wanted a research topic that explored this question while bringing something original to the field. I came across several articles that applied the concept of entropy in psychology and communication, which inspired us to explore its relevance to packaging. We had the intuition that consumers do, in fact, perceive a certain level of “disorder” when evaluating the condition of their packaging.
- How do your dual roles as Product Manager at Hyléance and PhD researcher at iaelyon complement each other, and can you share a moment where your academic work directly shaped a product decision?
Having a dual role as a Product Manager and a PhD researcher gives me direct access, through Hyléance, to the industrial realities of packaging development. At the same time, my academic work allows me to engage with consumers and draw on rich theoretical frameworks that deepen our understanding of their behaviours.
So far, my early research findings show that consumers implicitly perceive certain materials as having higher reuse potential, and that specific signs of wear strongly influence their decisions to reuse or discard a package. At Hyléance, we are currently working on developing a product range optimised for reuse, particularly in the cosmetics sector.
- As part of the Future Leaders Class at Paris Packaging Week 2026, what key message do you hope to deliver during your conference talk?
Our generation is motivated, bold, committed, and ready to face the challenges of today and tomorrow. Starting my career as an apprentice, I had to find my place in the industrial world and learn to defend my ideas—which is not always easy when you’re young. Over the years, I’ve gained confidence, and I want to show that young professionals bring real added value and a fresh perspective to the challenges companies face.
- What emotional or sensory barriers have you identified that stop consumers from trusting a reusable package, even when it is objectively clean?
Material plays an important role in how consumers perceive reusable packaging, but there is often a gap between what consumers say and what they actually do. When we interview them, it’s no surprise that plastic is perceived negatively, mainly because of concerns about potential health risks. Yet when I visited consumers in their homes, I observed that they continued to use plastic, because they are also very aware of its benefits—its light weight, its ability to ensure product airtightness, and its durability.
As a package is used over time, certain signs of wear appear. Consumers rely heavily on these wear cues to evaluate the condition of their packaging, and these cues vary depending on the material.
- What design cues—visual, structural, or tactile—should packaging designers prioritise to ensure reused containers feel ‘clean’ and acceptable for a second life?
Packaging designers need to minimise the appearance of wear cues such as yellowing, scratches, surface roughness or deformation. There is also an essential communication component: consumers need clear guidance on how long a package can be safely reused. Manufacturers should more actively communicate about the barrier properties of packaging materials and reassure consumers that these materials are safe for use.
- What were the main technical or behavioural insights that shaped the development of PuRe Twist, and how did you balance user convenience with its sustainability goals?
The PuRe Twist was shaped by a combination of technical constraints, behavioural insights and sustainability ambitions. One of the most important learnings from consumer research is that ease of use is absolutely essential for adoption. Even when consumers are motivated to reduce waste, they will not switch to reusable solutions if the experience feels complicated, messy or time-consuming.
From a behavioural perspective, we observed that consumers expect a clean, intuitive and stable gesture, particularly for solid cosmetics which are still relatively new in the market. This is why the PuRe Twist was designed with a simple rotational mechanism, which guides the user naturally and avoids direct contact with the product, reducing sensations that some users consider unpleasant (such as wet or soft textures).
On the technical side, our main focus was to ensure structural protection of the formula, maintain hygiene, and minimise material usage without compromising durability. Compared to other refill models, PuRe Twist dramatically reduces waste because only a very small part of the packaging is replaced.
- From your perspective, what signals or conditions indicate that the market is ready to adopt refillable solid cosmetics at scale?
First, consumers are actively searching for solutions that reduce plastic waste, but they also expect brands to offer truly convenient refill models. The growing popularity of solid formats (shampoos, deodorants, moisturising balms) is a direct reflection of this shift.
Furthermore early solid cosmetics often suffered from performance issues. Today, the formulas are more effective, more stable and more pleasant, making the transition easier and reducing consumer friction. More brands are integrating solid formats into their product ranges, and distributors are dedicating shelf space to them. This is a strong indicator that the ecosystem is aligning. However, it is important to highlight that liquid and diluted cosmetics are not being left behind. While solid formats are accelerating adoption of refillable systems, the market is also demonstrating a rising appetite for liquid refill models that are clean, intuitive and aesthetically appealing.
This is precisely why Hyléance is developing a complete range of refillable packaging solutions suited to all cosmetic galenics. We believe the real shift will occur when consumers can find reusable packaging adapted to every type of formula, without compromise in terms of experience, hygiene or performance.
- What emerging innovations or market shifts do you believe will most accelerate reusable packaging systems, and how is Hyléance preparing for that future?
Many brands—both emerging and established—are now embracing refillable models, especially in cosmetics. Consumers are increasingly aware of the environmental benefits, and both brands and manufacturers are working to improve the user experience and remove barriers to adoption. At Hyléance, we are developing a range of refillable packaging solutions adapted to all cosmetic galenics, making reuse easier and more accessible at scale. We also closely monitor regulatory developments and are fully prepared for the upcoming requirements that will shape the future of reusable packaging