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The Estée Lauder Companies (ELC) has a long history of innovating through the lens of sustainability, and, in celebration of Earth Day, ELC is excited to share the strides they’ve made in packaging sustainability.
ELC is committed to redefining luxury through sustainability practices, including with packaging. ELC strives to use the spirit of creativity and innovation to design product packaging that’s beautiful, luxurious, and aligned with their sustainability goals. As ELC gears up for Earth Day on April 22, ELC is excited to share the strides they’ve made in packaging sustainability on the on-going journey.
“We’ve made great progress and maintained a steady pace toward achieving our goals and commitments. For example, as of fiscal year 2023, we’re proud to report that 71% of our packaging by weight is now recyclable, refillable, reusable, recycled, or recoverable,”1 said Nancy Mahon, Chief Sustainability Officer. “We have an opportunity to take our packaging innovation to an even greater level by continuing to implement sustainability principles that allow us to create elegant solutions for our consumer while keeping the environment in mind.”
Sustainability Driving Innovation
For ELC, sustainability is a strategic imperative fueling the innovation engine. From in-house R&D labs to packaging development teams, ELC is dedicated to creating breakthrough products with a focus on sustainability and inclusivity. ELC recognizes that some of the greatest opportunities are within the products they create and their packaging.
ELC’s Packaging Sustainability Guidelines, introduced in 2020, provide a clear roadmap, emphasizing strategies like reducing packaging materials use, designing for reuse, and increasing recycled content. These guidelines, coupled with custom-developed tools and industry methodologies such as third-party reviewed life-cycle assessments, help integrate sustainability principles at the core of ELC’s packaging decisions.
Redefining the Prestige Packaging Experience
Packaging is often the first touchpoint for consumers, offering a glimpse into the luxury experience ELC delivers. The commitment is to elevate the experiences ELC delivers by identifying and implementing materials and packaging solutions with sustainability, luxury, functionality, compatibility, and quality in mind. Through industry-leading collaborations and innovative solutions, ELC aims to set new standards for sustainability in the beauty industry.
For instance, The Aveda brand’s pioneering approach to responsible packaging leads the industry forward with the development of paper-based, locally recyclable sachets for product samples. Compared to their plastic predecessors, production of this sachet reduces water consumption by at least 36% and emits 37% fewer greenhouse gases, showcasing ELC’s dedication to meeting consumer needs through innovations.
Tailoring Solutions Across ELC Brand Portfolio
Recognizing one size doesn’t fit all, ELC works closely with each brand to tailor packaging solutions aligned with their unique requirements and consumer demographics. Whether transitioning from plastic to glass packaging or offering refillable options, ELC’s diverse portfolio of brands lead by example, demonstrating that sustainability and luxury go hand-in-hand.
For example, Estée Lauder’s use of glass packaging to advance its luxury and sustainability design approach helped to drive the relaunch of its iconic Revitalizing Supreme+ Moisturizer Youth Power Creme, which now offers a refillable pod to help minimize packaging weight by 90%.
Collaborating for Industry-Wide Impact
Real change requires collaboration, which is why we actively participate in industry-wide initiatives and are members of global associations such as the Sustainable Packaging Initiative for Cosmetics. ELC is committed to driving sustainable change not only within the organization but also across the broader value chain. Additionally, collaborations with suppliers like Eastman, a global specialty materials company and world leader in material-to-material molecular recycling technologies, help us incorporate advanced recycling technologies into post-consumer recycled (PCR) content used in the packages as a complementary solution to mechanical recycling.
“On our journey to drive sustainability in luxury packaging, it is crucial to understand the challenges we face in the industry and to create partnerships and collaborations with sustainability organizations, recyclers, and suppliers that expand our knowledge about our packaging materials and formats,” said Rob Peterson, Senior Vice President, Global R&D and Supply Chain. “At ELC, we believe packaging enables new, agile and unique value propositions that can help advance sustainability solutions for our brands and for the personal care and cosmetics industries at large.”
Dedicated to Reducing Plastic Use and Waste Across Operations
ELC’s internal plastic guidelines help minimize virgin petroleum plastic and reduce nonrecyclable plastic across our packaging, products, and retail spaces. Additionally, exploring advanced recycling technologies underscores the commitment to tackling plastic waste head-on.
ELC’s commitment to sustainability and reducing waste extends beyond packaging and is ingrained across the operations. At ELC’s offices and stores, ELC prioritizes recycling in alignment with local laws and infrastructure for responsible waste handling. ELC’s manufacturing, distribution, and innovation sites also follow a common waste minimization hierarchy in which they prioritize, prevent, reduce, reuse (including donate where appropriate), and recycle.
As ELC celebrates Earth Day, ELC invites you to join them on the journey toward sustainability in luxury packaging. Together, ELC can continue Unpacking What’s Possible and striving for a healthier planet.
Source: The Estée Lauder Companies
