“Without question, consumer expectations continue to drive growth in eco-friendly packaging,” said Mark Sng, director of marketing, Neenah Packaging, in an interview with Beauty Packaging Magazine. “Today’s Millennials are three times more focused on the environment than their parents’ generation; two-thirds of Millennials say they are willing to pay more for products from sustainability-focused companies.”

This rise in consumer consciousness about the detrimental effects personal care containers and plastic packaging can have on the environment has led to the latest trend in the green beauty movement: green packaging.

Embraced by consumers and manufacturers alike, the green packaging trend brings forward three incredibly innovative developments, including “naked” packaging, an increase in the number and variety of recyclable personal care containers, and the rise in popularity of refillable cosmetic products.

Naked packaging is exactly what it sounds like – personal care products completely free of any packaging. Once thought of as old-fashioned (think: bar soap), nakedly packaged products are now seeing a rise in popularity as formulators flex their innovative muscles to create incredibly fun twists on products traditionally offered in plastic packaging.

A few examples of particularly innovative “naked” products include solid hair conditioner bars, bubble bars (solid bars of bubble bath that unleash a flurry of bubbles once submerged in water), and shower jellies, wiggly, jiggly blobs of solid shower gel that look remarkably like a Jell-O cup. As the naked packaging trend grows, the subsequent innovation it brings about will continue to intrigue consumers and formulators alike.

Consumers are increasingly worried about how the plastic packaging of their favorite personal care products will negatively impact the environment, and savvy manufacturers are responding to their concerns. Companies are now increasing their use of recycled materials to create personal care packaging pieces – and making sure the consumer can easily note their efforts. Notable examples of this trending, easy-to-read, and bold recyclable packaging claims include longtime drugstore standby and consumer favorite Burts Bees and cosmetic giant L’Oreal.

Additionally, more companies than ever before are offering rewards, discounts, or free products for consumers who return their empty personal care containers or packaging back into the store or through the mail. This recycle rewards practice not only helps protect the environment from unnecessary plastic pollution (items like lotion bottle pumps are notoriously hard to clean and then recycle), but also helps create a sense of brand loyalty for the consumer.

Reduce, reuse, recycle, and….refill? Many consumers are familiar with the idea of refillable personal care items like liquid shower gel or shampoo. But, today’s manufacturers are seizing upon on this exciting piece of the eco-friendly packaging trend by offering up once unheard of refillable items, like lipstick, eyeshadow palettes, and perfumes.

“Trends we are seeing are multifunctional and customizable packaging for the woman on the go. Customization is a large trend allowing the consumer to determine what she needs for her skin care or color regime,” said Sherri Ruffini, Samhwa’s senior director of sales, in an interview with Beauty Packaging Magazine.

This rise in popularity in refillable cosmetic items is not just tied to environmental concerns. The refillable trend is closely tied to the personalized cosmetics trend afoot in the market. As more consumers demand products that are specifically tailored to their needs, whether that’s a shampoo for curly hair, or a single foundation selected from 40 different shades, refillable cosmetic and personal care items create the perfect way for consumers to create and maintain a highly customized product routine that’s uniquely their own.

As the demand for sustainable personal care items continue to rise, developments in green packaging will spur not only innovation among manufacturers, but also create exciting new products and results for environmentally minded consumers.

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