Refillable Packaging Solution
Women go through three to four mascaras a year. This amounts to more than 200 empty mascaras in a lifetime ending up as plastic in landfill. Beauty brands are turning their attention to refillables as a solution to reduce not just their packaging waste but carbon emissions as well. Today, brands’ take on refillables extends from large flexible packaging pouches and biodegradable refills to in-store filling stations.
With more options available, a new norm is catching fire – despite there still being a long way to go – and it’s an important move that the industry is making. Now, with customers proactive in consuming more sustainably, there are a plethora of innovative refill designs of which to take advantage.
With single-use now a toxic phrase for many consumers, refillable packaging is becoming more and more commonly known and used. Brands could look for “memorable experiences” through refills to increase brand engagement.
Fragrance brand has taken inspiration from 18th century refilling stations and set its own up in-store. Fragrance can be refilled in-store for a reduced price. Recently, delivers refill bottles directly to customers, which are available for a bigger selection of its fragrances.
Brands must aim to be incredibly clear about the hygiene standards used in refill stations in light of Covid-19 and should aim to clearly communicate to customers the health and safety measures in place whilst operating in-store refill stations.
Consumers may be wary of taking unnecessary risks, which could include visiting retail stores solely for the purpose of refilling. As an alternative, consumers can obtain refills while staying at home and take advantage of a contactless return service.lternatively, the purchase of refill pouches is another option, giving consumers the chance to cut down on plastic usage rather than eliminating it completely.