London-based beauty label Molton Brown is launching a refillable and, according to the company, endlessly recyclable bottle for its bath and shower gel collection. The new Infinite Bottle is made of recycled aluminum and is said to reduce the plastic footprint by 63 percent compared to previous solutions. The “Infinite Bottle” shows how numerous and consistent brands in the high-end sector in particular are getting on the reusable bandwagon. It is no coincidence that cosmetics and bodycare are leading the way.
Molton Brown is part of the Kao Corporation. The label’s goal is to offer 50 percent of its portfolio in reusable or refillable by 2030. In doing so, it is paying tribute to its parent company’s “Zero Waste Mission” and global ESG strategy.
The Infinite Bottle
- According to Molton Brown, the new bottle is made from 100 percent recycled aluminum. Compared to virgin aluminum, this means 95 percent of energy use and 83 percent of CO2 emissions can be avoided.
- Since aluminum can theoretically be recycled any number of times, there is also no limit to how much the bottle can be recycled.
- The only exception is the bottle pump, which is still made of plastic.
- The Infinite Bottle can be refilled using the 400-ml refill pouches that Molton Brown offers for its bath and shower gels.
- Compared to the 100-ml and 300-ml bottles previously used, the new solution reduces plastic usage by 63 percent, according to the company.
Label and secondary packaging
The company has also lent a hand with the label and secondary packaging. Both are made of fiber-based material. Specifically, Molton Brown promises to use 40 percent recycled material and 15 percent fibers from by-products of the food and beverage industry.
The packaging in the Big Picture
The new reusable or refillable packaging is an important element of Molton Brown’s Big Picture. The label sees itself as a pioneer that does not test on animals, is 100 percent vegetarian, uses no parabens and produces entirely in England. Without correspondingly sustainable packaging, it would not be possible to convey this message and communicate it to the outside world.
Reusable for cosmetics and bodycare
Cosmetics and bodycare products such as soaps, creams and deodorants are very well suited to reusable and refillable systems. This is not least because these products and their packaging do not turn over as quickly as food and beverages and have correspondingly longer life cycles.
At present, brands in the high-end segment in particular are still showing themselves to be pioneers in reusable and refillable systems. But it will not remain with these flagships, because reusables are enjoying growing approval across all income classes.
Molton Brown’s claim “Low environmental impact. Pure luxury” is a snapshot. The reusable and refillable train is already running across segments and, driven by consumer demand and regulatory pressure, will soon become an integral part of packaging normality.