Packaging for luxury products should be sustainable while being subtle about its environmental credentials, according to an executive from cosmetics firm Estée Lauder.Speaking at this year’s Luxe Pack event in Monaco, Henry Renella, Estée Lauder’s senior vice president, global package development, said that the target market for luxury brands is different from mass-market brands and the packaging should reflect that, reports Cosmeticsdesign.com.
Renella argued that this doesn’t, and shouldn’t, mean an abandonment of sustainable packaging design by the luxury products industry. Instead he argued for “normal” looking sustainable packaging that upholds the brand’s aesthetics, which he calls one the most important factors for a luxury brand, the web site reports.
In March, L’Oréal USA introduced two assessment tools aimed at reducing the environmental impact of its package design.
The cosmetics giant now uses the Sustainable Packaging Alliance’s Packaging Impact Quick Evaluation Tool (PIQET) and L’Oréal’s own sustainable packaging scorecard to grade the sustainability of its product packaging and review actions to reduce its environmental impact.