The luxury market has seen a considerable shift in recent years, with 22% of consumers having boycotted a brand or product for its poor ethical or sustainability values. No longer is luxury just about exclusivity and aesthetic, brand owners now must also consider their impact on the planet. As a result, packaging, traditionally seen as a crucial element of the experience of luxury products, has become a key area for innovation and change.
Luxury with conscience
Today’s buyers expect the brands they support to share their values, with luxury brand owners like Harrods already taking up charity pop-up schemes and Anya Hindmarch adopting recycled and recyclable materials in its products.
These value-based initiatives clearly go beyond packaging—they encompass everything from supply chain transparency to the environmental impact of production processes. Packaging, however, remains one of the most visible indicators of a brand’s commitment to sustainability. The adoption of sustainable packaging practices not only appeals to eco-conscious consumers but also strengthens a brand’s overall image.
Embracing the eco shift
Luxury brands are not just reacting to the demand for sustainability—they’re leading the charge. Many have set ambitious goals for reducing their environmental footprint, and packaging is a major component of these efforts. Brands are now exploring innovative materials, such as renewable paperboard and biodegradable plastics, to reduce their reliance on traditional, less eco-friendly options.
Sustainability in luxury packaging can be achieved through many avenues. Minimalistic designs, for instance, are becoming increasingly popular, as brands seek to reduce the amount of material used without sacrificing the premium feel. One premium brand adopting this approach is Yves Rocher, who reduced carton used in its Elixir Botanique range by 40% with an innovative design which removed two sides of the packaging, removing the need for a PP film and making the product more visible to would-be buyers. Such new approaches allow brands to simultaneously meet sustainability values while giving customers the intended brand experience.
One thing is clear - material innovation is crucial in this transformational period. High-performance materials that are both lightweight and strong are enabling brands to reduce their carbon footprint while maintaining the aesthetic qualities that define luxury. These innovations include everything from compostable packaging to advanced fiber-based materials that can withstand the rigors of luxury product presentation.
A case study in sustainable luxury
One such fiber-based material is Ensocoat by Stora Enso, a leading material in luxury packaging, which has been at the forefront of sustainable innovation for 60 years. Known for its high strength and superior aesthetic qualities, Ensocoat is made from renewable virgin fibers and meets stringent sustainability standards.
Luxury groups like LVMH are already leveraging the benefits of Ensocoat to enhance their packaging. By choosing it for the packaging of its Givenchy Gentleman Society fragrance, LVMH ensured that every aspect of the product, in terms of appearance, stiffness and haptic quality, would meet the highest standards.
Where style meets sustainability
Looking ahead, luxury packaging will continue to evolve as sustainability becomes an even greater priority. Brand owners will need to explore packaging materials that minimize environmental impact while offering a first-class consumer experience.
And, as consumer expectations continue to evolve, luxury brand owners that prioritize sustainable packaging will not only maintain their competitive edge but also build stronger, more loyal relationships with their customers. By leading the charge toward sustainability, these brands will define the future of luxury packaging—one that is both luxurious and environmentally responsible.