e.l.f. Beauty’s Project Unicorn initiative was started to reduce packaging waste and make it easier for consumers to shop for products on shelves. To cut back on packaging, the brand developed a design that presents the product in the same clear way yet alters the portion of the makeup component that comes into contact with the display hanger.
As part of Project Unicorn, e.l.f. Beauty has been granted three design patents for its innovative packaging designs. As the brand describes, "e.l.f. Beauty has eliminated an estimated 650,000 pounds of packaging waste to date by removing secondary cartons, vacuum formed trays and paper insert cards, slimming down secondary packaging, and designing a patented approach to tamper-proof product."
On National Recycling Day, e.l.f. Beauty kicked off a marketing campaign to educate its community on its commitment to eco-friendly beauty.
Reduced Plastic Makeup Packaging
e.l.f. Beauty's is Eliminating & Reducing Secondary Packaging
Trend Themes
1. Reduced Packaging Waste - Consumers are becoming more eco-conscious and brands should consider innovative ways to reduce packaging waste, such as e.l.f. Beauty's Project Unicorn initiative.
2. Tamper-proof Packaging Design - Brands can explore innovative approaches to tamper-proof packaging design, such as e.l.f. Beauty's patented approach to product packaging.
3. Sustainable Marketing Campaigns - In today's eco-conscious climate, brands can create successful marketing campaigns by highlighting their commitment to sustainable initiatives, as exemplified by e.l.f. Beauty's National Recycling Day campaign.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry can improve sustainability and appeal to eco-conscious consumers by implementing innovative reduced packaging strategies, such as e.l.f. Beauty's Project Unicorn initiative.
2. Retail and Consumer Goods - Retail and consumer goods industries can explore innovative tamper-proof packaging design solutions, such as e.l.f. Beauty's patented approach, to improve product safety while also reducing packaging waste.
3. Marketing and Advertising - In the field of marketing and advertising, brands can adopt eco-friendly initiatives and create campaigns that highlight their commitment to sustainability, as demonstrated by e.l.f. Beauty's National Recycling Day campaign.