With a joint research project starting in Munich in July, Lavera Naturkosmetik and the start-up Reo, together with other partners, want to drive forward the development of a circular reusable system for individual cosmetics packaging.
The aim of the pilot project is to work together with consumers, retailers and scientists to find out how a Closed packaging loop in the cosmetics industry and thus make cosmetic packaging reusable.
The first phase centres on the question of how willing consumers are to return empty cosmetics packaging and thus actively contribute to waste avoidance. In ten selected Munich branches of a large food retailer and at VollCorner (Munich) customers can return the selected Lavera packaging to existing deposit machines at participating retailers. The collected, coded containers are checked, cleaned and - if possible - reintegrated into the production process.
The first phase of the project is focussed on this, with the help of new data and digital tracking to precisely analyse the product flow (technical implementation) and return behaviour and to learn from each other. The Fraunhofer Institute for Building Physics (IBP) is providing scientific support for the project and ensuring that the findings are analysed in a well-founded manner for all those involved.
Digital platform as the key to the circular economy
The centrepiece of the research project is the digital platform from the start-up company Reo, which intelligently networks all stakeholders - from manufacturers and retailers to consumers. Thanks to the comprehensive collection and analysis of data, the life cycle of every packaging item can be traced transparently. This not only enables the reuse of non-standardised containers, but also provides valuable insights for the further development of the system. The result is a flexible, digital and circular model that could serve as a blueprint for the entire cosmetics industry.
„The active involvement of consumers and close cooperation with Reo, retailers and the scientific community are key for us to jointly establish a sustainable reusable system. When we heard about the project, we immediately committed to being the first brand. We are thus supporting a pilot project with which we are giving Lavera cosmetics packaging a second life, so to speak, until it finally begins its third life as a recyclate. It is estimated that a shampoo bottle can be reused around 20 times. If we can find a holistic approach here, we could save a lot of valuable raw materials in the cosmetics industry and help establish a new disposal system for individual cosmetics packaging - perhaps in just two years“ time."
Sabine Kästner, Sustainability Officer Laverana
The pilot project is being supported by other strong partners. On the retail side, a large food retailer and VollCorner are supporting the project, while the Fraunhofer Institute for Building Physics (IBP) is providing scientific support. Included are the brands Kneipp, Logona and Sante. „With the project, we can jointly pave a new way for a sustainable circular cosmetics industry, learn from each other and show that sustainable innovations and new paths can be possible,“ adds Sabine Kästner.
Founded in 2023, the start-up Reo develops a Digital platform for circular packaging solutions in the personal care and cosmetics sector. The aim is to intelligently network existing structures and make the switch to reusable packaging as simple and efficient as possible for everyone involved.
Source: Laverana
