The Beauty and Personal Care sector demands annually, according to 2019 data, more than 151 billion packaging units, positioning itself as a key industry for the entire packaging value chain, only surpassed by the field of food and beverages. That is why the Packaging Cluster considered essential to study the future of this market niche as part of the market share of its associates.

In the talk on December 9, the Beauty Cluster and the Packaging Cluster shared cross-cutting knowledge about the trends in cosmetic packaging that we will see in 2021. Collaboration between various fields of action is key to knowing the new scenario in which we find ourselves and prepare to develop our business to the fullest.

The professional Josep María Garrofé, Design & Packaging Atelier of Garrofé, highlighted four trends that they have recognized for the coming years: “the packaging that we will see in 10 years, in our sector, will be sustainable, it will use intelligence artificial to connect with the client -smart packaging-, the information will be adapted to e-commerce, with a simpler and minimal design”.

As J.M. Garrofé said, "Sustainability is not only a trend, it is an urgency", and is that, today, users analyze the social responsibility of companies before consuming their products, taking into account the entire life cycle of packaging and the carbon footprint it generates. Garrofé paid special attention to this point, which was later commented on at the round table with experts.

Another trend in cosmetic packaging design will be minimalism, which is closely linked to sustainability. Luxury cosmetic packaging will be characterized by simplicity and transparency, taking into account the shopping experience -unboxing- and key contemporary figures such as influencers. To this element we must add, as Garrofé commented, the new technologies incorporated into the product and the purchase process, such as e-comerce. The digital transformation has allowed us to offer two complementary experiences that come together to retain a more responsible consumer than ever.

On the other hand, both clusters presented during the day a brief report on the current cosmetic packaging market and the prospective 5 years ahead, with data extracted from the Euromonitor global database. Some of the conclusions obtained indicated, for example, that: in Spain, the subsector that consumes the most packaging is Hair Care; that rigid plastic is the preferred material for cosmetic packaging, both in Spain and in part of Europe; and that Germany is positioned as a potential market niche in which to invest.

A round table, to conclude, moderated by Maica García, Director of News Packaging, with international leaders such as: Anna Escribano, CEO of Rafesa; Denia Martinez, Vice President of Carinsa Group; Joaquim Llorente, Group Chief Innovation Officer of Zobele Group; Maite Fernandez Orue, General Director of Tapser SA; Tim Eaves, CEO & Founder of Quadpack; and Vicenç Pedret Clemente, CEO of Ramon Clemente.

During the meeting with experts, the issue of sustainability was perceived as an axis that affects the entire business strategy of the organizations present. Anna Escribano stated that "we must find a balance so that the materials used in the manufacture of packaging are respectful, worked and developed, going through the entire process to be more efficient". For its part, the Carinsa Group also works in this area, as Denia Martínez assured: “in line with trends, we began to study the encapsulation of fragrances and aromas. It is a new technology and process that the Carinsa Group is developing that allows reducing microplastics that end up in the sea, a very important environmental impact”.

Likewise, Joaquin Llorente explained part of the strategy used by the Zobele Group and that is that: “as an innovation center, we work hard on customizing the product, along different axes, both when the consumer goes to buy, and when they open and experience it. , as well as the repeat moment, which is when you buy a product from our range again”. At Tapser, Maite Fernández highlighted the importance of adapting to what the customer wants, “we pay close attention to the end consumer. There is a GAP between the manufacturing companies and this final consumer and from Tapser we work to reduce this distance”.

To finish, Tim Eaves assured that “to achieve a positive impact, we must work on three holistic axes: the product, the process and the people. In the processes, for example, we use renewable energy, bioenergy with the remains of wood from their plugs, and we have supported communities since the founding of Quadpack with education projects on how to recycle and protect the environment”. Viçenc Pedret concludes with the social responsibility of Ramon Clemente, who “at the level of innovation, we are fighting so that recycled glass is PCR (Post Consumer Recycled) in the highest possible percentage, which is not far from being compatible with the customization of the product".