Wednesday, January 8, 2025
“Safe, Sustainable, Sensational”: Essentia Beauty’s innovation creed
What is your response to the growing demands for sustainability ?
Katia de Martino – To optimise the environmental impact of a product, Essentia advocates for a holistic approach. Proposing solutions with genuine ecological value requires considering both how the consumer uses a product and its lifecycle.
Let’s take the example of makeup palettes; they are becoming increasingly popular but generate significant waste because once the consumer has used their favorite colors, these palettes quickly become unusable. That’s why we have developed our sliding palette, which consists of two refillable pans, each containing 3 to 5 eyeshadow colors.
Consumers can easily refill the colors they use the most and change according to trends. The key is to provide added value to environmentally conscious consumers who are not willing to sacrifice functionality and aesthetics.
Consumers can easily refill the colors they use the most and change according to trends. The key is to provide added value to environmentally conscious consumers who are not willing to sacrifice functionality and aesthetics.
Our positioning and extensive experience in full service enable us to offer solutions that take into account the finished product, its manufacturing process, its formula, its packaging, and its filling. The objective is to reduce waste at all levels by providing efficient solutions that meet consumer expectations while reducing the environmental impact of both content and containers.
Essentia was one of the early promoters of recharge systems, how do you continue to advance in this field?
Katia de Martino – We still believe that refill systems are the best solution considering the low percentage of the current effective recycled parts of packaging. The success of refill depends on different equations for each product category and can be complex for brands to manage. Refill should be an easy best choice for makeup products, which unfortunately have one of the lowest recycling rates. Now that many kinds of packaging formats exist, the challenge is to encourage consumers to buy refills. This ethical positioning can help encourage brand loyalty in the long run.