What are the dilemmas facing refillable packaging?

Cosmetics were originally packaged in refillable containers, but the advent of plastic has meant that disposable beauty packaging has become the standard. Designing modern refillable packaging is no easy task, as beauty products are complex and need to be protected from oxidation and breakage, as well as being hygienic.

Refillable beauty packaging needs to be user-friendly and easy to refill, including for people with limited mobility. They also require labelling space, as FDA requirements require ingredients and other product information to be displayed in addition to the brand name.

Nielsen’s research data during the epidemic showed a 431% increase in consumer searches for “reusable perfume”, but the agency also pointed out that it is not so easy to persuade consumers to completely abandon their old habits, or to persuade brands to adopt more sophisticated product packaging methods.

Changing a consumer culture has always taken time and money, and many beauty brands around the world that are committed to sustainable development are still lagging behind. This opens the door for nimble, direct-to-consumer brands to appeal to eco-conscious Gen Z consumers with more sustainable designs.

For some brands, refilling means that consumers have to take used bottles to retailers or refill stations to be refilled. Industry insiders also pointed out that if people want to make more sustainable choices, the second purchase of the same amount of products should not be more expensive than the previous one, and refilling methods should be easier to find to ensure low barriers to sustainability. Consumers want to shop sustainably, but convenience and price are fundamental.

However, regardless of the method of reuse, consumer trial psychology is a major barrier to promoting refillable packaging. There is a wide variety of cosmetic products and new ones are launched regularly. There are always new ingredients that attract attention and come into the public eye, encouraging consumers to try new brands and products.

Brands need to adapt to the new consumer behaviour when it comes to beauty consumption. Today’s consumers have very high expectations in terms of convenience, personalisation and sustainability. The introduction of a new wave of products designed with refills in mind can not only prevent excessive packaging waste, but also create new opportunities for more personalised and inclusive solutions.