PARIS — The use of materials like recyclable aluminum and biodegradable polymers in cosmetics packaging is important to further promotion of environmental sustainability, experts in the beauty industry agree.
Moreover, recycling old ideas is not enough to give eco-friendly packaging a fresh and luxurious appearance.
"[Packaging] suppliers are asked to make a technological revolution," said Marc Giget, chair of technology and innovation at the International Institute of Management in Paris. He noted suppliers are mandated to push boundaries to find materials ever more precious using natural substances that are organic and equitable. "We can break the codes to innovate, but we must dare at the right moment."
Giget added that a product's quality, packaging and communication are the three key ingredients to keeping it luxurious.
Seidel, which specializes in aluminum packaging, has developed prototypes of bottles and dispensers made out of aluminum that look like porcelain thanks to a process using nanotechnology. The new techniques grew out of a research project aimed at making the manufacturing process more eco-friendly and sustainable. Aluminum packaging is one way to reduce the pollution generally caused by products made out of heavy metals. The beauty of this, according to Andreas Ritenhoff, president and chief executive officer of Seidel, is that recycling such products is simple.
Also aiming to make prestige beauty packaging more environmentally sustainable is the Pôle Européen de Plasturgie, an Oyonnax, France-based research, development and technical support facility dedicated to the plastics industry, which is using biodegradable packaging solutions, including plant-fiber composites, said product manager Charlyse Pouteau.
These topics were explored at the second edition of the Pack Passion conference held here by packaging supplier Valois last month, which was attended by about 100 people, including the packaging supplier's clients, plus designers, consultants and journalists. During the conference, audience members were invited to participate in an experiment meant to illustrate the importance of perceived quality.
Jean-Paul Bauchel, quality and design development process manager at Renault, the French automobile manufacturer, spoke about the so-called perceived quality method and how it could be applied for any product.
According to this approach, a product must make a good first impression and then meet expectations in both in-store testing and then everyday use. Perceived quality requires attractiveness, seduction, innovation and design in order to catch the customer's eye and to convey the product's personality, he said. Of course, beneath perceived quality must be true quality."One must deliver a good product," said Bauchel.
Participants rated three coffee makers based on several different criteria, from robustness to ease of use. To test the importance of first impressions, participants were unable to touch the machines at first. It was only after completing the first questionnaire that they were permitted to touch and test the appliances.
Results were such that the all-around favorite based on first impressions alone was different from the machine that won out overall.
So, while cars and coffee machines may seem unrelated to fragrance and cosmetics, audience members left with an important lesson learned: Things aren't always as perceived, and that aligning perceived quality with actual quality can make all the difference. — Kate Thornton and Christine Cheng
Sephora Fetes Guetta Scent
PARIS — The Sephora flagship on the Champs-Elysées here turned into a virtual discothèque on Dec. 7 for the appearance of nightclub impresario Cathy Guetta to promote her husband's new scent, Ibiza Cathy Guetta for Men. Famous for throwing parties together around the world — and most especially in Ibiza — Cathy and her DJ husband David were greeted by fans and paparazzi ready to take part in the fete.
The men's fragrance was launched a few years after the women's due to customer demand, said Guetta, adding, "Because the first one was so successful, it was evident we could expand the line."
"It is created with the base essences of David Guetta; it's made with the essence for me," quipped her husband, while Cathy Guetta signed autographs and he spun tunes for the crowd.
The new scent, a fruity, woody amber comes as a 90-ml. eau de toilette spray (packaged in a black-colored disco ball including headphones fit for an aspiring DJ) and is priced at 50 euros, or $71.83 at current exchange. Between tunes, David Guetta took a break and claimed that buying a Cathy Guetta scent makes one "beautiful, rich and famous." — K. T.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews