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Packaging & design

Natura and L’Occitane take Eastman’s sustainable plastics to the consumer

Resins from The Glass Polymer range produce fewer carbon gas emissions, use less energy, and have already gained awards for the Aquarela make-up line.

Eastman copoliesters have won over Brazilian companies Natura and L’Occitane au Brésil and are now making headway on the demanding cosmetics market. These light, sophisticated resin plastic packagings can be adapted to the design chosen by the manufacturer and are an innovative and sustainable alternative to traditional polymers.

Aquarela make-up line by Natura

Aquarela make-up line by Natura

The Glass Polymer was Eastman’s highlight at the FCE Cosmetique 2015 trade fair held in Brazil in May and has become a benchmark, thanks to its transparency, brilliance, and mechanical and chemical resistance, along with its versatility in the creation and processing of packaging materials. This range of resins is recommended for packaging lipstick, powder foundation, eye shadow, liquid foundation, blush, lip gloss, skin care products and perfume bottle lids. “The concept arose from these attributes which, when combined, can replace glass in situations where transparency, thickness and durability are required. It also provides designers with a freedom that few other materials have,” says Rogério Dias, Eastman’s regional manager for Latin America.

The innovation aroused the attention of Natura, Brazil’s leading cosmetics company, which chose the Eastar copolyester for the packaging of its largest make-up line, Aquarela. Natura is the sixth most sustainable company in the world, according to the 2015 Sustainability Leaders survey, and the resin is a perfect fit with its commitment to sustainability. It has the Greenguard certification for indoor air quality and is free of bisphenol-A and plasticizers.

The partnership between Eastman and Natura, already known for the sophisticated packaging of the Natura Chronos line, brought the Aquarela products two awards from Embanews magazine in 2014, in the Raw Materials and Sustainability categories. “Lower energy consumption and low emissions of carbon dioxide, which worsens the greenhouse effect on a world scale, are other points of difference that explain why we are continuing to participate in Natura’s new developments,” says Mauro Kohler, Eastman’s technical development representative for Latin America.

Shampoo and body wash of L'Occitane au Brésil's Araucária range

Shampoo and body wash of L’Occitane au Brésil’s Araucária range

L’Occitane au Brésil was also awarded in the same categories for the packaging of the shampoo and body wash of its Araucária range in the 2015 edition of the Embanews awards. The company chose the PETG copolyester from the Eastman Spectar line due to its thermoforming characteristics, which allowed the brand to create a design that conveyed Brazil’s Araucária forest. The research that resulted in the creation of the containers took 12 months to complete.

Patrícia Braga, L’Occitane au Brésil’s marketing general manager, said the company’s policy is to apply sustainability to the maximum extent possible. “The entire Araucária line is made of PET, which is recyclable as far as both the ingredient and the packaging are concerned.” Nicolas Geiger, L’Occitane’s marketing director in Brazil, stresses the fact that sustainability is in the brand’s DNA. He said that, as the company had concerned itself with bringing the best product to the customer, it didn’t take notice of much it had focused on the sustainable side, as well as the design of the packaging. “It is a very natural process. We don’t want the consumer to buy the product thinking ‘OK, it’s sustainable’. We want them to buy it for the product itself and the design itself.”

Eastman’s Dias thinks the challenge is “to make the difference and bring innovation combined with sustainability and design to an increasingly demanding market, which is focused on breakthrough products and eager for new developments”. The personal care, perfumery and cosmetics industry in Brazil has shown it has room to grow further by expanding by 11% in 2014, according to ABIHPEC (Brazilian Association of Cosmetics, Toiletry and Fragrance Industry). It is the third-largest market in the world, behind only the U.S. and China.

Amanda Mont’Alvão Veloso

Portfolio

© 2015 - Brazil Beauty News - www.brazilbeautynews.com

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