Neal’s Yard opts for reusable and recyclable box from Curtis Packaging

The box, which is folded together rather than being glued, can be turned inside out to be reused as a gift or trinket box.

‘Simple, yet ingenious’ ​​

“Its all in the engineering,”​ claimed sales director of the London-headquartered company, Steve Mallett when describing the package.

“Our designers have come up with a simple, yet ingenious construction so there is no glue and the pack pops easily apart whilst still providing the protection the product needs,”​ he said.

Reusability as one of the three ‘Rs’ (Reduce, Reuse, Recycle) is gaining increasing traction, with a number of cosmetics packaging players - particularly in the luxury sector - highlighting how their packages have multiple lives which in turn reduces their environmental footprints.

Curtis’ sales director Steve Mallett explained to CosmeticsDesign-Europe.com that the motivation behind the Inside Out Box was to create something that would not be sent for recycling before its use had been maximised.

In addition to the reusability and the recyclability of the Inside Out Box, the cartonboard for the box is FSC certified and Curtis claims it has used vegetable inks and water based varnishes in an attempt to decrease the environmental footprint of the product.

While it is possible to use recycled board for the package, Mallett said that using FSC certified board was ultimately better for the environment.

Minimises environmental impact and underlines design​

For Neal’s Yard Remedies, which recently chose the package for its Enchanting Rose and Geranium gift set and Blush Skin Care set, the package not only offers a minimised environmental footprint, it also helps to underline one of the key ingredients in the formula.

“This construction works hand in hand with our design; the imagery inspired by the precious damask rose, unfolding to reveal its incredible natural beauty; and ultimately the essential oil at the heart of this organic gift,”​ said Johanna Everett, packaging technologist for Neal’s Yard Remedies.