3 questions to Dimitri CAUDRELIER, Managing Director QUANTIS France
- Quantis helps hundreds of companies devise and implement sustainability models. How are packaging companies positioned compared to other sectors?
We do work with suppliers but we are consulted more for BtoC than BtoB. However BtoC is still an excellent driver. The expectations of new generations of consumers (increasingly eco-concerned) have helped ensure significant improvements all along the value chain and we are very busy with packaging questions. It’s clear that for many of the most prestigious brands, the pack has become an essential lever in the sustainable transformation of products.
- Would you say that luxury brands are particularly dynamic in terms of eco-responsibility?
Absolutely. Generally, the need for excellence on the luxury sector and the desire to lead by example are a fantastic catalyst. Some brands have shown not only strong but global commitment to the environmental cause. As an example, there’s the L’Oréal Group with which we co-founded the SPICE programme in May 2018 (Sustainable packaging initiative for cosmetics). L’Oréal has been working on sustainable innovation for years with concrete objectives, for all its brands. The group has pledged that by 2020, 100% of its launched or renewed products will provide an environmental or social benefit.
- In your opinion, what is the main challenge that the luxury industry is facing?
The real challenge for luxury brands (and their customers) will be to embrace the idea of less is more. Smaller, lighter packaging that involves less energy-greedy decorative processes. And it is possible. Guerlain showed that with its Orchidée Impériale range. Once mentalities have changed, an extraordinary field of possibilities will open up to us.