Reusability key to capturing the luxury green packaging market

By Simon Pitman

- Last updated on GMT

Related tags Green packaging Value added

Although greener luxury packaging is invariably more costly, this can be outweighed by added value bought about by reusability, argues an expert from Knoll Packaging.

“Luxury brands need to understand that reusability is the key point to being green or sustainable,”​ said Bill Omelia, VP of sales for New York-based Knoll Packaging.

“Designing reusability is the most environmental approach, even if there is an added cost. This also creates higher added value since the consumer is looking for green solutions, which means the reusable solution is responding to that demand.”

High quality, design savvy packaging

Knoll Packaging has tackled this particular challenge by producing exceptionally high quality, design savvy secondary packaging made from paperboard with high recycled content.

The company specialises in rigid boxes made from recycled materials for luxury cosmetics and personal care products, and has had created several award nominated packaging products for brands such as Estee Lauder and Lancome.

In promoting its green packaging concept, Knoll has been incorporating recycled materials into its packaging wherever possible, including recycled chip board on the inside and recycled papers on the outside that enhance the look and feel of the product.

“Technology is catching up with the demand for green packaging, which is reflected in the metalised papers that are currently available,”​ Omelia said.

Getting the message over on reusability

In turn, the high quality and sharp design of its boxes means that the products can readily be re-used for other purposes, such as a jewelry box, trinket tray or any other type of small keep safe box.

“Ideas of reusability are filtered through to design and marketing,“ ​said Omelia. “It needs to be clear that reusability is the preferred method of sustainability.”

Although incorporating the enhanced quality and design that will mean this type of product is re-used means added expense, Omelia believes the premium is well worth paying because of the added value it brings to the brand.

This added value comes not only due to the fact the packaging does not have to thrown away, increasing the green credentials, but also because this provides a continued branding message to the consumer, which could increase the likelihood of a repeat purchase.

How to make green packaging the selling point

Bill Omelia, will be giving a presentation about communicating the message on green packaging at next week’s Luxe Pack exhibition in Monaco.

The presentation is part of a symposium organised by called How To Make Green Packaging The Selling Point, which will also include presentations from sustainability consultants Clownfish, together with market researcher Organic Monitor, and will take place at 3.15pm - 4.15pm on October 22.

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