2014-07-31 09:37:15

Pureology’s New Purple-Hued Packaging is Very ‘Green’

2014-07-31 09:37:15

Pureology’s new Strength Cure collection has a majestic purple hue – but it’s also very “green.” 

Improvements to its packaging throughout the years have helped the team at L’Oreal to achieve its goal of continually reducing the brand’s environmental impact. 

“Pureology’s new Zero Waste Shampoo and Hair Condition packaging allows consumers and stylists to use every last drop of product, and the new ergonomic design featuring inverted condition bottles ensures ease-of-use,” states Shae Kalyani, vice president of U.S. marketing for Pureology.

The Shape – and Unique Flat Cap

Pureology is known for its expertise in hair color care products, and 

Pureology's new Strength Cure shampoo and conditioner.

has been working toward upholding its promise to care for the well-being of the environment since the brand was founded in 2001. Since L’Oreal purchased the brand in 2007, its eco-friendly mission has been propelled even further. (Stephanie Martins, vice president packaging and development at L’Oreal—and a member of Beauty Packaging’s Board of Advisors— spoke about L’Oreal’s “green” mission during this seminar at Luxe Pack NY 2014.) 

Pureology’s new Strength Cure collection is housed in the brand’s new signature bottle shape, which is a design that made its debut a few years ago. Robert Bergmann of Bergmann Creative was given the task of redesigning Pureology’s packaging, and created the new bottle shape that is used for Strength Cure’s shampoo. The same bottle is inverted, and stands on its cap, for Strength Cure’s conditioner. 

Pureology uses the newly designed bottles as a pair -one right side up and one upside down – for all of its shampoos and conditioners. The unusual flat cap uses less plastic in its design, while allowing the conditioner bottle to stand inverted, resting on the cap. The new Strength Cure collection is differentiated with vibrant purple caps, and bottles in a light purple hue. 

“I had the idea to design a bottle that can be used right side-up and upside-down, and in the process save on money and resources by making and using only one mold to make two bottles,” explained Bergmann, in this Online Exclusive - Packaging Pureology.

How ‘Green’ Is the Packaging?

The brand calls its new bottles “Zero Waste Shampoo and Hair Condition Packaging.” The packaging 

Photo courtesy of PleaseConserve.com

is injection molded using FDA approved (food grade) HDPE, which contains 50% PCR (post-consumer recycled) material. Plus, it’s 100% recyclable.

The name “zero waste” has a double meaning – the fact that it’s recyclable, combined with how the bottle’s wide neck was designed to allow the consumer to more easily dispense all of the viscous product completely. This had been a problem with the brand’s old bottle shape, which had a slender neck. 

In addition, the product itself is even eco-friendly. According to the brand, the sulfate-free formulation is highly concentrated, which allows users to use less product – and one 250ml bottle will last for more than 70 uses. 

Measuring Sustainability

Pureology recently commissioned Five Winds International, a sustainability management consulting firm, to conduct a life cycle assessment (LCA) of Pureology’s Hydrate Shampoo and Conditioner. These best-selling products are in the same packaging, and representative of Pureology’s entire line. 

The LCA process assessed how well Pureology’s new bottle shape is helping to reduce environmental impact, when compared to the old 

Pureology's new Strength Cure collection.

bottle. Multiple phases of the product’s life cycle were examined, including the sourcing of raw materials used for the products and packaging; the production and manufacturing of the products and packaging; transportation and distribution of finished products; and the end-of-life disposal of the packaging. 

Most importantly, the LCA looked at how the new bottle’s design impacts energy and water use - two areas that have been the primary focus of Pureology’s sustainability efforts. 

So what were the results? 

Energy Use: Pureology’s new bottles resulted in a 33% decrease in energy use during the packaging production process, and the transportation phase – specifically for Hydrate shampoo. For Hydrate conditioner, there was a 42% decrease in energy use over the same life cycle phase. 

Water Use: Hydrate shampoo now clocks in at a 37% reduction in water use during the packaging production and transportation life cycle phases for Hydrate shampoo; and a 38% decrease in water use for Hydrate conditioner during the same life cycle phases. 

The Final Verdict - Has the New Bottle Shape Been Well-Received?

Pureology says they have been very happy with its new signature bottle shape, which continues to meet all requirements for aesthetics, user-friendly features and sustainability. 

Amanda Lehner, spokesperson for the brand, reports, “The new look has been very well received by our salon partners, but even better received has been the 50% recycled story and the no-waste design that allows you to use every drop of product.”

It seems as if this redesign has been a positive experience for all - retailers, consumers, and the planet. 

please visit www.topbeautysh.com  for more cosmetic packaging information.