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Making use of the ‘green’ effect: a cork lipstick in a grassy pack
In the face of the growing sustainability movement, almost every packaged goods manufacturer is aiming to be more eco-friendly. A new lip balm from Kneipp uses the “green” effect to add a point of difference in a busy category and improve the positioning of the “100% natural” product. GlobalData profiles the balm.
The lightly-fragranced and intensely moisturizing Kneipp product comes in a tube with twist-up dispensing which is a well-known pack format. As in many similar products, the inner barrel is made of plastics. What makes the difference, however, is the outer shell made from a blend of PE plastics (30%) and recycled cork material (70%). According to the manufacturer, the recycled cork is a by-product of Portuguese wine cork production, and is classified as CO2 neutral, as well as ECO CERT and COSMOS compliant. In addition, the product’s display card is made from cartonboard with 25% grass content and has a natural, matte finish.
The plastics-cork combination gives a strong material for product protection with the appearance of natural cork to match the natural credentials of this lip balm. It brings a very natural look to the pack and introduces an unusual soft-touch tactile feel that is very pleasant to handle. As for the outer pack, the grass fibres can be seen in the surface of the board, which enhances the natural look and feel of the display card.
As the manufacturer claims, using 25% grass content results in water saving of 3,000 litres per ton of board compared to conventional paperboard. Grass grows rapidly and is easily renewed, making it a cheap and plentiful sustainable alternative to conventional forestry sources. The pack was winner of a German Packaging Award 2018 in the Sustainability category, and its all-board display card is a good alternative to plastics blister packs and blister cards. It contains the product very securely and deters tampering, but allows the consumer to see and feel the unusual cork material at the same time.