High-end products begin a subtle move towards eco-friendly packaging.

One of the visual clues that attracts a customer to a product is the packaging. It is also packaging that sets apart drugstore brands from luxury brands. Packaging technology, design and manufacture are a billion dollar industry in their own right. It is also one of the most polluting processes there is – most packaging we encounter is single-use, which means it goes straight to the landfill.

The Luxe Pack event in Monaco, held recently featured Henry Renella, Estee Lauder’s senior vice president, global package development. He said that since luxury brands and mass-market brands have different target markets, their packaging should reflect this. He also made a case for sustainable packaging by saying that luxury brands can be sustainable while being subtle about their eco-credentials. Sustainable packaging that reflects the brand’s aesthetics is one of the important factors for a luxury brand.

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