The beauty of cartonboard: COSSMA

It is well known that paper and cardboard are very sustainable packaging materials that have the best-functioning recycling loop. There are also many new developments in the cosmetics industry for high-quality, functional, and visually appealing packaging solutions.

Packaging plays an integral role in communicating brand value and promoting a product to both new and established consumers. It’s well known that first impressions count for everything and consumers are increasingly expecting brand-owners to consider the environmental impact of their products at every stage of the supply chain, including point-of-sale.

Unfortunately, there is still some work to be done to convince consumers that brands are doing their bit for the environment. According to a recent study of Pro Carton, the European Association of Carton and Cartonboard of over 7,000 Euro-peans, 96% of adults believe that they should be doing more. And interestingly, two in three shoppers have already switched brands because of packaging concerns in the past year – rising to four in five of those aged 22 – 34.

Terms of sustainability

For example, there have been more and more high-quality shampoo bars on the market in the last few months. This form of administration enables even shampoo to be packed in fol-ding boxes, which not only reduce the packaging effort by 80%1, but are also recyclable and biodegradable as well as made from a renewable resource.

Research shows that these new packaging switches are reflective of consumer demand. According to the recent study, the majority (79%) of European consumers would choose cartonboard as their preferred packaging material if the same product was available in plastic or cartonboard. And the good news for beauty brands is that over three quarters of shoppers would be prepared to pay more for more environmentally friendly packaging, and that increases amongst the younger age groups.

Aesthetic aspects

The beauty of cartonboard is not only in its sustainability credentials but in its aesthetics and the expeience it can give the consumer. One of the key benefits of cartonboard as a packaging material is its versatility, something that has been recognised within the cosmetics sector in many ways over the last few years. With modern technologies, the opportunities for printing on cartons is almost limitless and gives brands a multitude of ways to stand out in a crowded marketplace.

Varnish effects such as soft touch or silk screen textures, which mimic naturally occurring materials such as leather, stone, or wood grain, as well as in-line reticulation, are enhancing the tactile qualities of packs. 3D and holographic print that provides depth and the impression of movement are also ideally suited for gif-ting and brand extensions.

All these options are fully recycable with other paper-based pro-ducts such as cartons, magazines or newspapers and can be printed in a full range of colours.

Transported message

Trends in printed cartons are continually evolving. Often used as secondary packaging, cartonboard carries connotations of luxury and can be produced in a way that offers a premium look and feel to any product.

But the packaging material itself also plays a key part in the consumer’s perception of the environmental credentials of the brand. With sustainability firmly at the top of consumers’ agenda, brands are looking at new ways to communicate this.

Uncoated and recycled boards or printing on the reverse surface of the carton is a growing trend now. This provides the pack with a natural, artisan quality that is also very tactile. This styling helps to reinforce consumer perceptions that the packaging is from sustainable sources and has a natural feel to it.

Alongside brands looking more closely at the materials they use, legislation such as Europe’s Single Use Plastics Directive and the Packaging and Packaging Waste Directive have helped to drive innovation and push the development of new pack styles made from cartonboard.

New opportunities

These developments are helping brand owners to successfully switch to sustainable packaging formats without compromising on functional performance.

One of most recent developments is a tray, which offers a viable alternative to plastic vacuum-formed trays and is suited to many different applications¹. These trays securely house multiple products that are often sold in collections or gift sets such as body lotions and make-up. The entire pack – carton and tray – can be recycled in the same recycling system without the need to sepa-rate the components. It can also be shipped flat or designed to facilitate nesting which can help maximise storage space prior to packing.

With innovations such as this, brand-owners can also enhance the presentation of the product and include promotions by adding coding or prize tokens to the tray or digitally printed with personalised or regionalised messages.

Single material

Another similar development in beauty packaging is plastic-free, blister less cartons that offer enhanced shelf appeal whilst still provi- ding product visibility and security. Numerous designs are possible that can be made from virgin fibre, recycled, or mixed fibre paper-based boards to enhance the sustainability of the packaging.

If product visibility is required, the pack can use a cellulose-based window film that can be recycled in the same way as the outer carton.

Elsewhere, liner less cartons also have the potential to reduce material use and complexity whilst not compromising on design. These single component cartons incorporate an integral fitment or utilise board-to-board to provide product protection and a neat internal finish. The removal of the separate liner offers material cost savings and inventory reduction. And, the ‘paper palette’ delivers a recyclable alternative to the iconic plastic palette typically used for make-up ranges. It can be made from 100% recycled or virgin paperboard materials and encompass a range of decorative print effects to ensure shelf presence is optimised.

Liquid products

The process of sustainably packaging liquid products remains one of the biggest challenges for the beauty and personal care industry. However, over recent years there has been significant innovation and technological advancements in bio-based coatings which replace the use of plastic barriers.

The holy grail is to produce a fibre-based pack that is completely impermeable and there are significant developments in this area. Major drinks brands, as well as laundry detergent brands, have been trialling paper-based prototype bottles and it is only a matter of time before we see the same type of packs in the beauty sector too.

While the ultimate goal has to be to replace the use of plastic barriers completely, any small change to more sustainable packaging can have a big impact on the environment and help the beauty industry move closer to a circular economy.

Right now, it’s not realistic that 100% of products are packaged solely in paper-based materials, but we can certainly do more. A report by Material Economics⁴ showed that 25% of plastic packaging could be replaced by cartons and paper-based packaging today. If this were to happen, the CO₂ produced would drop by 85%.

There are already tubes on the market made fully from paper-based materials with the inherent strength to pack large items with greater weight, if required – something that only seamed metal-based tubes had the ability to do in the past. These tubes made from one material are easy to recycle and are perfect for specialist or niche brands who want to reinforce their environmental credentials. The paper-base also opens the possibility of applying printed graphics to yet another surface whilst using a sustainable and premium pack format.

Another sustainable alternative that is beginning to challenge rigid plastics is pulp formings. These offer a high-quality, versatile all-fibre packaging material that can provide a precise, sustainable alternative to rigid plastic fitments and formings.

Made from natural materials, they can be produced from a range of base materials. Pulp formings, created by using an injection moulding process, are well suited for premium cosmetics and personal care products that don’t want to compromise on fitment quality but don’t want to use single use plastics either.

Over the past few years, there have been significant developments in spirally wound and composite tubes that offer an alternative format to single use plastic containers for oil-based solids such as balms, salves, sunscreens, and deodorants.

New ideas

When it comes to innovation across the beauty packaging industry, the European Carton Excellence Awards are a great place to look for inspiration. All the world’s largest beauty brands have sustainability and carbon reduction as key business drivers over the next few years. And with the global cosmetics market projected to be worth $463.5 billion by 20275, this is one sector that really can make a difference in helping to save the planet. Making simple changes like choosing renewable, recyclable, and biodegra- dable materials, such as cartonboard, wherever possible, will help the beauty sector to reach its collective goal of becoming more sustainable.

Cartonboard comes from trees which are, of course a renewable resource. This makes it the very good choice for sustainable packaging. European forests are sustainably managed and are increasing in size – by an area equivalent to 1,500 football pitches every day. What’s more, recent stu-dies have shown that cartonboard fibres can be recycled 25 times or more6 and that paper and cardboard packaging is recycled more than any other material.

From a brand perspective, sustainability sells. According to IBM research, eight in ten consumers say it is important to them7 and this growing trend for environmental  concern is unlikely to waver any time soon. So now, more than ever, beauty brands should be looking for new ways to operate and identifying how they effectively communicate their eco-conscious brand values to customers. Packaging is integral to the final product. Styles and materials all play a part in conveying an industry that understands the personality and values of its consumers.