By George Hooper of Lifestyle Packaging
Refillable packaging is a solution that allows customers to recharge a product by reusing its original packaging.
Not only is this super handy, but it also minimalises the environmental impact as it reduces waste and energy needed to make new materials.
Introducing reuse and refill containers is a critical step towards creating a circular economy, with single-use plastics contributing to plastic pollution and threatening to destroy our oceans. It’s the most adoptable zero-waste measure.
However, a report recently outed multiple brands for promising ‘refillable’ solutions that ‘greenwash’ consumers into thinking they’re more eco-friendly.
So, what are some brands doing wrong?
1. Not Using Recyclable Materials
Kim Kardashian’s brand SKKN claims to be refillable, but environmentalists criticised it, saying it’s ‘reusable’ and designed to last – but not recyclable.
While the products come in recyclable paperboard secondary packaging, the outer packaging of sleek stone-like containers are ‘designed to last’, and the refillable inner bottles and jars are made from 50% recycled plastic and 50% virgin plastic. While the eco-friendly sentiment is there, if consumers were to discard them eventually, this still contributes to plastic pollution.
On the other hand, brands such as Chanel, Fenty Beauty and Kerastase offer refillable glass or aluminium packaging for products. These materials can be endlessly recycled, saving energy on the production of raw materials without loss in quality.
2. Lack of Information
Reusable packaging is a $100 billion market that is only getting bigger, with a 2030 target for 50% of all packaging to be reusable.
There are four solutions – refill at home, return from home, refill on the go and return on the go, with brands such as Cif, Smol, M&S and Body Shop adopting each, respectively.
Yet, a survey revealed 66% of consumers don’t think supermarkets & brands are doing enough to provide reusable/refillable or packaging-free options.
And the fact is, despite the demand for refillable packaging, consumers are still shopping for convenience and without clear guidance on how to refill, this might cause them to abandon refillable items.
Here’s what brands should consider when offering refillable packaging:
- If there’s a demand for a refill of the product in the first place.
- The purpose of the product and what materials they plan on using. Ask if it’s recyclable if consumers do decide to throw it away.
- How the product is made – i.e. how much energy is used to produce and transport it.
- If the customer has received clear guidance on how to refill product. – e.g. through messaging within the packaging, on their website and on social media to ensure a clear product journey.
- How to improve the customer buying journey to create a circular economy and how feedback can improve eco-initiatives.