With 59% of consumers willing to pay up to 10% more for eco-friendly packaging, several brands are now being expected to move towards a more sustainable outlook with their product offerings. From Unilever’s paper-based detergent bottle, to Meiyume’s molded pulp sustainable packaging, various companies are making the shift to answer consumers' calls. Most recently, Esteé Lauder has teamed up with Pulpex Partner Consortium to adapt and scale Prestige Beauty’s first paper bottle technology.
The bottle, made from responsibly sourced pulp, is designed to be widely recyclable in standard waste streams and will support The Estée Lauder Companies’ efforts to reduce the environmental impact of its packaging across the life cycle. By joining the Pulpex partner consortium, The Estée Lauder Companies join leading consumer packaged goods companies including Unilever and many others, all committed to developing innovative paper bottle packaging. The goal of the consortium is to quickly scale wide adoption across multiple product categories in the hope it will be widely accepted across multiple product categories.
“Exploring alternative materials and more responsible concepts into our packaging design is a strategic imperative, but we know we can’t do it alone. Scaling innovation will be key to driving sustainable packaging solutions,” said Daniel Ramos, Senior Vice President, Global Packaging. “At The Estée Lauder Companies, we’ve long understood the importance of partnership across industries in helping to drive meaningful change. Collaboration plays a significant role in achieving our ambition, and as part of the Pulpex consortium, we are proud to help advance solutions not only for our brands and consumers but also for the industry at large.”
The Estée Lauder Companies aim to progress towards its sustainable packaging goals, which include reducing the amount of virgin petroleum plastic in its packaging to 50% or less by the end of 2030, as well as using responsibly sourced paper products whenever possible. The Estée Lauder Companies plan to achieve 100% FSC-certified forest-based fiber cartons and 75-100% recyclable, refillable, reusable, recycled or recoverable packaging by 2025.
"Pulpex is fully committed to collaborating with partners across industries to create a more sustainable future,” said Scott Winston, CEO, Pulpex. “We are thrilled to partner with The Estée Lauder Companies as the first leader in beauty to join our consortium of leading companies working to create innovative packaging solutions that are better for both our consumers and the planet.”
