Sustainabilty goals and the communication of those
goals to consumers can be achieved through
packaging, design and the retail supply chain.
BY ELIZABETH ABRAMS
n Consumers demand economy
in addition to sophistication
n Becoming sustainable has
n The more elaborate the packaging,
the more difficult it can be for
consumers to discern what it is
they are buying.
n By retooling packaging’s look,
structure and delivery, the consumer’s
first impression, money savings and
sales gains can be simultaneously
54 Packaging, Design/Logistics
The carton, jar or tube propped on that store shelf provides the first impression of a brand’s product o a consumer, and the brand and product packaging is critical to
the success of both. The color, shape and
even texture helps define the brand, and as
a company or brand image alters, so should
But there is another side to that
jar of whipped blush the consumer is
considering, perhaps more now than ever.
Consumers want sustainable goods with less
environmental impact, and are clamoring
for these goods during a slow economy.
In essence, consumers have adopted the
idea that less is more, making the goal to
reduce waste and reduce price a primary
one. Forward-thinking executives know
packaging should take into account both
environmental and logistics costs. If done
correctly, beauty, sustainability and cost can
all be accounted for to create a beautiful
and affordable green product that also saves
brand owners money and increases sales.
Beauty: Please the Eye
There has been a clear and recent packaging
evolution for cosmetics and fragrances.
Instead of intricate, detailed and often
overworked tubes, labels and logos, brands
are streamlining their look and projecting
a clearer image of their products to their
target consumers in the process. The
reasoning goes that consumers equate
simplicity with good taste and high quality.