{"id":57398,"date":"2022-02-23T10:37:53","date_gmt":"2022-02-23T09:37:53","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=57398"},"modified":"2022-02-21T12:42:52","modified_gmt":"2022-02-21T11:42:52","slug":"refill-cosmetics","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/kosmetik-zum-nachfuellen\/","title":{"rendered":"Cosmetics for refilling"},"content":{"rendered":"
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Refill solutions have been established on the Japanese market for years. At consumer goods manufacturer Kao, 80 per cent of the washing, cleaning and personal care products sold are already refill pouches made from thin film material. What is well received by consumers in Japan could also work in Germany and Europe.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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For Japanese consumers, it is part of everyday life: they buy Liquid soap, shampoo and household cleaners have been in foil pouches for years<\/strong>. Simply transfer the contents into dispenser containers at home or use the refill pack with a special holder directly as primary packaging. All bags can be completely emptied. Since the early 1990s Kao<\/a> offers its products in refill packaging. However, it took almost 30 years and countless improved packaging concepts to make the market a refill market, making it easy to use and changing consumer behaviour.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Today there are already 80 per cent of the company's laundry, cleaning and personal care products sold are refill pouches made of thin film material<\/strong> - As a result, plastic consumption in these categories has been reduced by 70 per cent compared to a do-nothing scenario. A development that still needs to be made up for in Europe. Dave Muenz, Senior Vice President ESG at Kao, is certain that the Japanese success factors can also bring about change in this country.<\/p>

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\u201eWhat we can learn from the refill market in Japan is that we can everyone - manufacturers, retailers and consumers - must work together to create real change<\/strong>, and that we need to address the needs of consumers in the right way. Whether it's to reduce, replace, reuse or recycle plastic: When we develop new packaging solutions, we need to focus on making them simple, practical and attractive for consumers and communicating this added value.\u201c<\/p><\/blockquote>

Dave Muenz<\/strong>, Senior Vice President ESG at Kao<\/p><\/blockquote>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Refill packaging increasingly also in the European portfolio <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u201eSustainable, long-term and consistent innovation in the design of refillable packaging and consumer benefits has been instrumental in driving the refillable market in Japan. Together with the support of partnerships and the Clear communication of customer added value<\/strong> this has created a successful model in Japan that can also work in other regions, such as Germany and Europe.\u201c<\/p>

Dave Muenz<\/strong><\/p><\/blockquote>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Dave Muenz, Senior Vice President ESG at Kao. (Image: Kao)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The Experiences from Japan<\/strong> Kao is therefore also increasingly utilising its expertise for packaging development in Western markets. In Europe, the Japanese consumer goods manufacturer's portfolio includes beauty brands such as Goldwell, John Frieda, Guhl and the British luxury brand Molton Brown. The reduction of plastic is being driven forward in all three business areas - the Kao Salon Division, the Consumer Care Business and Molton Brown. For example, flexible packaging solutions have been developed for the Goldwell and Oribe salon brands. According to the company, the stand-up pouches for Goldwell LightDimensions SilkLift are manufactured using 80 per cent less plastic is needed, they generate 85 per cent less waste and produce 65 per cent less CO2<\/sub> emissions<\/strong> compared to the previously used packaging.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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With the Air Bottle, air chambers stabilise the refill pouch, making it the primary packaging. (Image: Kao)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Consumer Care Business, Kao's end consumer business, is also increasingly focussing on reducing plastic. One of the latest developments is the patented Air Bottle, a flexible packaging system that stabilising air chambers ensure that thinner-walled films can be used<\/strong> - This means that the refill pouch even becomes the primary packaging. It is used, for example, for the Japanese-inspired lifestyle brand My Kirei by Kao, which has already been launched in the USA. \u00a0<\/p>