Page 16 - Packaging News Sep-Oct 2020

16 TECH SPEAK | www.packagingnews.com.au | September-October 2020
Looking towards a refillable future for packaging
Refillable packaging is a sector ripe with innovation possibilities. While it is gaining traction in the personal care and household categories, there is tremendous scope for new developments. AIP executive
Edirector and WPO ANZ board member Nerida Kelton MAIP writes.
VERY time I purchase a new shampoo or US$10bn business opportunity. The other expensive hair care product from research highlights six ways that reuse my hairdresser, I walk away wondering can bring significant benefits to both why I can’t take the empty bottles back users and businesses: One, cut costs; two, and have them refilled. I do the same for adapt to individual needs; three optimise my bathroom and cleaning products, and operations; four, build brand loyalty; I realised that this is an area that needs five, improve user experience; and six, further exploration by packaging tech- gather intelligence.
incorporating life cycle analysis investiga- tion into the development of the design to ensure the number of uses and the final dis- posal of the reuse container will have a better environmental impact than a recyclable package. Understanding the lower environ- mental impacts that the packaging offers – including how many uses are required for the new packaging – are invaluable pieces of consumer communication and messaging.
In addition, hygiene, safety and cleaning protocols need to be considered, as well as accuracy of the equipment that weighs and measures the refilling process. Refillable packaging design also needs to ensure that it is intuitive, user-friendly, and an afford- able alternative to introducing more plas- tics into the ecosystem. Incorporating recycled content is also paramount wher- ever possible.
Refillable packaging is not only better for the environment, but it is also another way to engage consumers in the sustainable jour- ney of a brand. Brands need to communicate with consumers the true benefits of
nologists and designers as we move towards circular packaging economy.
While refillable packaging is gaining momentum across beauty, hair, and house- hold categories, the development of innova- tive concepts seems to be untapped.
In 2019, Ellen MacArthur Foundation’s New Plastics Economy initiative intro- duced its research on reuse models. Converting 20 per cent of global plastic packaging into reuse models offers a
Before you set out to design refillable packaging, I would encourage you to build an evidence-based case that includes life- cycle assessment and measurements to ensure that the packaging materials and design selected are optimal.
Refillable packaging comes with several challenges and design considerations, including that the materials selected are not only sustainable, but also capable of with- standing multiple usage. This involves