Executive Briefings

Hide Sustainability in Luxury Packaging, Estee Lauder Exec Says

Packaging for luxury products should be sustainable while being subtle about its environmental credentials, according to an executive from cosmetics firm Estee Lauder.

Speaking at this year's Luxe Pack event in Monaco, Henry Renella, Estee Lauder's senior vice president, global package development, said that the target market for luxury brands is different from mass-market brands and the packaging should reflect that, reports Cosmeticsdesign.com.

Renella argued that this doesn't, and shouldn't, mean an abandonment of sustainable packaging design by the luxury products industry. Instead he argued for "normal" looking sustainable packaging that upholds the brand's aesthetics, which he calls one the most important factors for a luxury brand, the web site reports.

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Packaging for luxury products should be sustainable while being subtle about its environmental credentials, according to an executive from cosmetics firm Estee Lauder.

Speaking at this year's Luxe Pack event in Monaco, Henry Renella, Estee Lauder's senior vice president, global package development, said that the target market for luxury brands is different from mass-market brands and the packaging should reflect that, reports Cosmeticsdesign.com.

Renella argued that this doesn't, and shouldn't, mean an abandonment of sustainable packaging design by the luxury products industry. Instead he argued for "normal" looking sustainable packaging that upholds the brand's aesthetics, which he calls one the most important factors for a luxury brand, the web site reports.

Read Full Article