Fasten Packaging rolls out next-gen refillable jar Goodloop for cosmetics circularity

01 Dec 2023 --- Fasten Packaging, under global beauty solutions provider IBG (Innovative Beauty Group), introduces its next-generation refillable jar concept, Goodloop. The name references a contribution to a circular economy while the launch aims to bridge sustainability with brand identity. 

Suitable for cream products, the refillable jar features a transparent outer jar with a curved inner portion for a sleek appearance. The multiple decoration areas enable creative branding — for instance, by combining embossing on the inner wall of the jar with printing on the outer wall. 

The lightweight bayonet closure eliminates the need for a liner while ensuring leak-free use. Refilling is performed from the bottom with a simple twist. 

“The creative decisions behind the decoration aspects of the Goodloop jar were inspired by a desire to merge a cosmetic look and feel with sustainability without compromising recyclability,” Mieke Jochemsen, marketing coordinator at Fasten Packaging, tells Personal Care Insights.

“The combination of embossing on the inner wall and printing on the outer wall serves to maintain a cosmetic aesthetic,” she highlights. “They were carefully selected to add depth and sophistication to the packaging, ensuring it aligns with the feminine shapes typically associated with the beauty industry.”

These chosen decoration techniques do not compromise the recyclability of the materials, ensuring that the packaging remains environmentally friendly, Jochemsen notes.

“Eliminating an additional liner further streamlines the packaging, reducing unnecessary components and waste. The goal was to appeal to a wide range of beauty brands while balancing aesthetics, sustainability and recyclability.”

Closing the material loop
The jars are fully recyclable and comprise recycled polypropylene (rPP) and recycled polyethylene terephthalate (rPET). 

“PET, a versatile and recyclable material known for its flexibility and compatibility with various formulations, is utilized. Through injection molding, rPET is shaped into jars, providing design flexibility. This method allows for increased wall thickness, enhancing the luxurious appearance of the product,” Jochemsen tells us.

“Although injected rPET closely resembles virgin PET, distinct characteristics arise due to the recycling process, such as different melt flow rates and slight impurities in appearance,” she adds.

“Meanwhile, rPP is chosen for its steady market availability and strength, making it a practical and sustainable choice for the Goodloop jar. These choices contribute not only to sustainability but also result in a product with a luxurious aesthetic and feel.”

Previous iterations of Goodloop refillable jar concept recently received awards, including a Gold Award at the 2023 German Innovation Awards, a Silver Muse Design Award, an iF Design Concept Award and a Bronze Pentaward.

Jochemsen teases that Fasten plans to unveil new packaging innovation concepts “prepared for the future” every six months. 

“In addition to our ongoing innovative efforts, we are excited to announce a new groundbreaking concept that embodies simplicity, beauty and effectiveness. While we are eager to share more details, we must keep it under wraps as we are submitting it for awards in 2024.”

Refill revolution
Innova Market Insights data this year highlights that reusability is considered an important packaging-related purchasing influence by 43% of consumers worldwide. The most common reasons for rejecting reusable packaging are primarily lack of availability and hygiene, cited by 29% of consumers globally.

“From our perspective, the market for refillable beauty packaging continues to show strong demand. Brands are actively considering the switch, conducting thorough research and assessments to ensure it aligns with their values and brand identity,” Jochemsen tells us.

“The demand for sustainability is a driving force, with many brands recognizing the importance of environmentally friendly practices. Looking forward, we anticipate significant growth in the refill market as more brands recognize the benefits and consumers increasingly prioritize eco-friendly choices.”

The trend is evidently catching on in retail, as in this week’s partnership between The Perfume Shop partners and L’Oreal, which launched the “first multi-brand fragrance refill station” in the UK. Fragrances include scents from YSL, Prada, Lancôme, Armani and Mugler.

Earlier this month, German color cosmetics manufacturer and supplier Schwan Cosmetics showcased its refillable mechanical lip liner called PowerUpYourPout at Cosmopack Asia 2023 in Hong Kong.

Other recent refillable launches include Lumson’s Re Place cosmetic packaging solution, Hermès beauty’s refillable eyeshadow quartets and refillable perfume bottles by French fragrance house Koesio and bottle supplier Coverpla.

By Benjamin Ferrer