The push for environmentally friendly packaging was a massive trend in 2018 and has continued to expand in scope thus far in 2019. The so-called “Green Movement” has seen the production of vegan products, sustainable packaging, and spurred powerhouse celebrities like Kourtney Kardashian to go to Congress to support the Personal Care Products Safety Act, which would allow the FDA to regularly review the safety of cosmetics’ ingredients. In such a sweeping movement, indie brands like Aster & Bay, Lush and Mermaid Aloha are cropping up to focus on providing full recyclable packaging and natural products. With such a wide array of new brands seeking to provide eco-friendly alternatives, packing companies like WWP must adapt their strategies to go green and become viable partners for emerging sustainable cosmetics companies.

Consumers have begun to emphasize eco-friendly packaging, as a recent global cosmetics packaging market report from Technavio Research notes an “increase in demand for sustainable cosmetic packaging as a key trend in the market.”

Thus, the global cosmetic packaging market is expected to yield growth of around 5% between 2016 and 2020.

Notably, millennials are the driving demographic behind this movement. As a 2016 Nielsen poll revealed, millennials “continue to be the most willing to pay extra for sustainable offerings- almost three-out-of-four respondents.” Clearly, millennials’ preference for sustainable and eco-friendly products support efforts toward a greener future.

This commitment towards sustainability provides a cyclical function of customer loyalty, as “Brands that establish a reputation for environmental stewardship among today’s youngest consumers have an opportunity to not only grow market share but build loyalty among the power-spending Millennials of tomorrow, too,” says Grace Farraj, SVP, Public Development & Sustainability, Nielsen. Millennials’ personal desire to utilize green products reflects the increasing demand for companies to align themselves with such a trend, as WWP has demonstrated with its green sugar cane tubes. With this generation spearheading the green movement, continuous efforts for eco-friendly solutions will be present for years to come.

Requiring no change to existing production equipment, WWP’s sugar cane bio-resin tubes are comprised of plant-based polyethylene and no fossil-fuel based ingredients. Grown on sustainable Brazilian farms, the tubes are fully recyclable in existing recycling streams. These tubes reflect WWP’s dedication to manufacturing more sustainable products and an emphasis on more eco-friendly packaging solutions within the cosmetics industry.

In an industry as expansive as the cosmetics sector, there is enormous opportunity for growth and change as demand for sustainable packaging solutions increases. Always on trend, WWP is dedicated to aligning its products with green goals and adapting efforts to become more sustainable strategies.