The annual Packaging Awards 2020 is one of the most recognized national competitions for industrial products. Each year, companies are awarded for their innovation in packaging design, the materials and technology used and the processes that add value to the entire packaging chain of a product. During the awards ceremony that took place in Athens, on September 22, we were honored with 2 awards!

The two awards concern the Design of Sustainable Packaging and specifically our new EcoMak series, which consists of products explicitly designed to minimize the burden on the environment:

Through continuous research and development, we managed to create a new packaging that responds to the most traditional Greek product, the olive, and guarantees that it will continue to be an ambassador of Greek values ​​and flavors, even under the growing Circular Economy. 

The olive, due both to its composition and to the modified atmosphere with which it is packaged, is one of the most difficult applications of flexible packaging. Nevertheless, being pioneers in replacing the -traditionally- glass packaging in flexible for the demanding application of olives, we took the lead once again, transforming the structure that we established in the past and today serves most of the Greek export activity, into fully recyclable.

The company PELOPAC for which this new packaging is intended, with an excellent team of partners, with vision and dedication to innovation, gave us the opportunity for this award. Just as in human relationships there are friends that lift you up, so in the professional arena there are collaborations that become the cause of evolution.

The motto of the Nutrilicious brand "Doing good through food" is both the philosophy that governs the design of the product and its promise to the consumer: the product is a healthy snack alternative, as it is organic , contains 80% less sugar than similar products and high percentages of vegetable protein, while at the same time part of its sales support the Big Hug Foundation (an organization that helps disadvantaged children access food, health care, and education).

This is exactly the promise we were asked to emphasize and convey to the consumer. We thus created a fully recyclable packaging, which retains its high aesthetic value and combines impeccable quality with the protection of the product.

Slow fashion, Slow Cosmétique – what are they?

“Slow fashion” developed in response to “fast fashion,” which entails a rapid turnover in collection – several times a season – to push customers to consume, even to overconsume. The term “slow fashion” means the exact opposite way of doing things: The clothing sold is of high quality, so customers can keep the articles for as long as possible. Furthermore, the brands are conscious of, and focused on limiting the environmental and social impacts of their production processes.

This concept of slow fashion, which encourages quality over quantity, has reached beyond ready-to-wear. In 2012, in light of “the abuses of conventional cosmetics,” driven by the same dynamic as fast fashion (monthly product launches, products offered in dozens of colors that are not always appealing), Julien Kaibeck published the book Adoptez la Slow Cosmétique. This led to the founding of the Slow Cosmétique® association which works diligently to promote ecological, healthy, more sustainable cosmetics by supporting the manufacturers committed to this approach. The movement now has 200,000 people behind it, indicative of a substantial desire to shift toward rational, responsible consumption.

Slow Cosmétique’s influence on packaging

The Slow Cosmétique Charter specifies that both formulas and packaging must be designed with an intent to reduce impacts on the environment. But designing and manufacturing responsible lipstick packaging is not an easy task. Whether the packaging is made of aluminum, wood, or cardboard, the most important technical functions require a small plastic part, thus producing a mix in materials making the package more difficult to recycle. And even if consumers are demanding more responsible containers, they seem not to be prepared to give up the sophisticated side of packaging, not the traditional ‘twist’ gesture! It is therefore up to the brands to find the most workable compromise between environmental impact and design. The lipstick brand ZAO makeup, for example, which has been certified “Slow Cosmétique”, chose refillable lipsticks as a solution to match sustainability with ease of use.

Brands carrying the Slow Cosmétique award must also make life as easy as possible for consumers. Moving to responsible consumption should not involve complications or restrictions.

At the Freedge Beauty pop-up store that stood in Paris’s Le Marais district in December 2019, the brand showed off its newest products created with an environmental consideration and zero-waste approach: The packaging is made of glass and aluminum containers that can be used for two to three weeks. Once empty, they can then be returned by consumers, free of charge, to be recycled and reused by Freedge.

Pro-environmental efforts can also be found in conventional cosmetics. In 2019, the Lush brand introduced full metal lipstick on the market, enabling a longer use over time. Initiatives such as this can also be brand status boosters, helping them avoid being perceived as “low end.” Well-known brands like L’Occitane have long offered a refill system. Today, that practice has become common, including in luxury: One example is the Cha Ling brand from the LVMH group, ecodesigned and “infusing beauty with the spirit of tea.”

Alexis Robillard’s All Tigers: a responsible brand in slow lipstick

The Alexis Robillard “slow lipstick” is making a mark for being a more sustainable lipstick choice. In his lipstick collections, he invites consumers to get back to basics. His brand is introducing ranges made up of colors chosen by the All Tigers Instagram community. He would never inundate his product ranges with increasingly marginal shades that few consumers could see themselves wearing! Responding to consumer demand with a responsible methodology has been the success-generating choice made by this swiftly rising DNVB

Inspired by slow makeup, this maker of natural, organic, and vegan lipsticks stays true to a wholesome mission and philosophy. While standing up for ecological values and remaining committed to reducing impacts to the environment, All Tigers also extols the advantages of a return to minimalist makeup. Gone are the three moisturizers before the four layers of foundation – it’s now time to get back to the kind of simplicity that’s good for the skin… and the planet.

Research has shown retailers and consumers are wanting more sustainable packaging solutions when they make purchasing decisions. Moreover, the EU’s single use plastic (SUP) directive, which came into force on 3 July 2019, aims to reduce the impact of certain plastic products on the environment. This has caused large brands and manufacturers to re-evaluate their packaging strategies and seek out alternatives.

Ecogrip is designed to replace single use shrink wrap plastic for bottles between 330 ml and 1.5 litres, providing a recyclable and biodegradable corrugate solution for multi-packs. Adaptable to the many different bottle styles on the market regardless of diameter, it provides brands, retailers and consumers with a sustainable multi-packing solution for four, six or eight bottles.

The ergonomic design makes it easy to transport, handle and store and the corrugated board can be customised through a variety of print technologies for maximum brand and on-shelf impact.

‘Every business is now focused on sustainability,’ said Armin Höttges, managing director at Blue Box Partners.

‘While we continue to see improvements in recycling rates for many packaging products, secondary packaging such as shrink wrap falls into the category of single use plastic which can create issues if not disposed of responsibly.

‘This has resulted in considerable pressure from governments, environmental groups and consumers – all of whom are demanding packaging which is more sustainable and the launch of Ecogrip now delivers a solution for brands that want an effective multi-packing option.’

VPK Group offers, together with the other members of Blue Box Partners (Klingele Paper and Packaging Group, Hinojosa and Cart-One), expertise and collective intelligence and delivers local solutions across Europe. Working with brands to develop packaging solutions that not only solve their current issues around single use plastic, but also provide sustainable packaging solutions for the long term, the launch of Ecogrip is the perfect example of the partnership.