The CoverGirl Clean Pressed Powder collection is being revamped by the brand to reduce the amount of material required in the packaging and keep it relevant for consumers. The new packaging design will see 35% less plastic used in the construction, and will be available across the brand's Clean Matte Pressed Powder, Clean Pressed Powder, Clean Fresh Pressed Powder and Clean Sensitive Pressed Powder products. The packaging update comes as part of the brand's continued sustainability efforts.
Chief Brands Officer of Coty Stefano Curti explained the new CoverGirl Clean Pressed Powder collection packaging update further saying, "CoverGirl continues to make good-for-you makeup and skincare, prioritizing the health of our consumers and the planet. Today, as the brand celebrates its 60th anniversary, we are building on this heritage and expertise, taking the next step in our journey towards more sustainable and clean beauty. I am delighted that this initiative means eliminating some plastic by ensuring our Clean Pressed Powders now have 35% less plastic per compact — a tangible example of Coty’s commitment to more sustainable packaging through our Beauty That Lasts initative. As a brand, CoverGirl continues to identify areas where we can reduce our environmental impact, continuing to lead the way as the original clean brand which our consumers are proud to stand behind.”
What's Driving This Trend
- Reduced Plastic Packaging
- Brands across industries can explore opportunities for reducing plastic use in their packaging materials, aiding the environment and attracting eco-conscious consumers.
- Sustainable Packaging
- The use of sustainable packaging can not only help companies reduce their environmental footprint but also appeal to consumers who prioritize sustainability while generating positive brand image.
- Clean Beauty
- Brands can focus on producing clean and eco-friendly beauty products that cater to the environmentally aware customer base who seek out products that benefit their skin as well as the environment.
Who This Affects Most
- Personal Care
- Companies operating in the personal care space can drive innovation by reducing plastic use in their product packaging and promoting sustainable beauty initiatives.
- Cosmetics
- The cosmetics industry can explore eco-friendly packaging solutions to reduce plastic use and attract conscious consumers who prioritize sustainability in their buying decisions.
- Consumer Goods
- Consumer goods companies can push forth sustainable packaging solutions for their products, tapping into the growing demand for environmentally friendly products that are replacing their less-sustainable counterparts.
