For a long time, luxury was synonymous with opulence - even when it came to packaging. However, according to the latest analysis by Bain & Company, an international management consultancy, the industry is now breaking new ground.
Driven by consumer expectations and regulatory requirements such as the EU Packaging Regulation and the CSR Directive, sustainable packaging is becoming a key differentiator for luxury brands.
At the centre are the „four Rs“: Reduce, Reuse, Recycle, Recover - supplemented by measures such as the reduction of volume and weight to optimise logistics and reduce the CO₂ footprint.
Design meets resource conservation
A paradigm shift is taking place: sustainable packaging is no longer at odds with brand aesthetics. Brands are specifically investing in new materials such as advanced paper, which is more robust than conventional paper and can replace plastic. Mycelium or biodegradable polymers are also opening up new design possibilities - without compromising on quality or exclusivity.
The study shows: For more than half of the industry players surveyed, sustainable packaging account for over 30 per cent of sales in the next three years. Especially in areas such as perfumery, flacons are produced more easily and with fewer resources - without losing their haptic and visual impact.
Focus on additional digital values
In addition to materials and design, the integration of digital elements is also moving centre stage. Packaging is increasingly serving as a bridge between the physical product and the digital brand experience. Digital product passports (DPPs), for example, provide information on origin, material use and ecological impact. They increase the transparency, authenticity and even the resale value of luxury goods.
In addition, augmented reality elements or exclusive digital content enable emotional and personalised interaction with the brand - directly via the packaging. In this way, even a minimalist sleeve becomes a future-proof touchpoint with a strong brand language.
Source: Bain & Company
