A growing number of customers, particularly of the younger generations, are placing great importance on the materials of products they purchase - and this extends to the packaging. Recent surveys of US customers showed that a consistent majority would be willing to pay more for sustainable packaging.

APG CEO Hannah Palese said: “The need for more sustainable packaging, to cut waste and be overall more eco-friendly, is undeniable. Not only is it something buyers are more and more concerned about it is quite simply the best thing to do for this planet and everyone on it. At the same time, we understand this may leave some brands concerned that more eco-friendly packaging may not work for their brand identity, as one may be stumped as to how to convey a look and feel of luxury with sustainable materials. However, there is a lot that can be done!”

The first, most natural suggestion is to ditch plastics - or at least petroleum-based plastics. Different materials made out of wood pulp are a much better alternative, and there is now the option of using plastics made of sustainably grown corn or sugar. Bagasse is another moldable, fully biodegradable material derived from sugarcane that offers a good alternative; bamboo is an eco-friendly material that can give any packaging a unique finish.

At APG, they have many years of experience in every aspect of incorporating sustainable elements in packaging design, and they are happy to put their 20-plus years of knowledge at the full disposal of cosmetic brands who wish to go eco-friendly but cannot relinquish luxury standards and expectations.