Tackling the matter of reusability, Albéa launched TWIRL at Luxe Pack Monaco 2022, a refillable cosmetic jar providing an intuitive gesture for an easy refill process. After two refills of the TWIRL, the environmental impact is reduced by 53% as the energy needed to manufacture the packaging as well as the waste produced are both lowered. Albéa’s Innovation and Marketing teams worked hand in hand to design this solution that is both aesthetically pleasing, easy to use and eco-responsible.
Over the last three years, refills have become a new option in beauty habits and refillable offers have invaded the market. For packaging suppliers, it’s no longer enough to develop more responsible packaging, we also need to consider desirability and functionality. Still, refillable products can only have a reduced impact on the environment if consumers actually buy the refill and not the whole packaging. To engage consumers and build loyalty for repeat purchases, it’s important to consider the look and feel, as well as the convenience. Albéa Cosmetics & Fragrance is therefore working on developing innovative, refillable and intuitive beauty packaging solutions.
Aline Roland, Marketing Director at Albéa Cosmetics & Fragrance explains: “In this global sustainability perspective to reduce waste and prolong product life, we notice a growing demand from brands for packaging solutions that are designed to last longer by being refillable or reusable – like cosmetic jars. Reusability is key to achieve circularity in packaging and a priority in our product development. But to further drive the adoption of refillable solutions by consumers in their daily lives, our role is to make it simple and intuitive while offering brands maximum customization possibilities. That is the concept behind TWIRL.”
TWIRL was created with a guided screwing system that makes the process particularly smooth. The cup is delicately positioned on the base, which is then perfectly maintained, both horizontally and vertically. There is no risk of it coming loose. In terms of design, the screwing system has been made to be as discreet as possible.
Made in France at Albéa Simandre, the Group’s center of excellence for skincare cosmetic packaging, the new version of TWIRL, now designed for recycling with PET lid and base, supports Albéa Cosmetics & Fragrance’s responsible commitments and contributes to the circularity of cosmetic packaging. Gilles Swyngedauw, Sustainability Vice President, explains this new development: “One of our priorities is to find alternatives to resins that are not recycled or for which regulations are changing, focusing on the trio of PP, PE and PET.”
As a pioneer in recyclable and refillable packaging, Albéa Cosmetics & Fragrance is accelerating its responsible roadmap, focusing on recyclable materials, intuitive and easy-to-use solutions and with reusability in mind.
