Estée Lauder Companies (ELC) is progressing toward its 2025 sustainable packaging targets, nearing completion with just a few percentage points left to achieve. The company has introduced various innovative packaging solutions and design guidelines to support its sustainability efforts.
In 2020, ELC established ambitious sustainability goals for its packaging, aiming for 75% to 100% of its packaging by weight to be recyclable, refillable, reusable, recycled, or recoverable (the “5 Rs”) by 2025. Additionally, ELC committed to using 25% post-consumer recycled (PCR) material in its packaging by 2025 and cutting virgin plastic use to 50% or less by 2030. As of 2023, 71% of ELC’s packaging meets one or more of these criteria. About 25-30% of the company’s sales are from new products designed with these sustainability goals in mind.
ELC’s sustainability strategy includes several innovative approaches:
– Closed-Loop Systems: In North America, ELC has developed a closed-loop system for MAC Cosmetics that reintegrates black plastic collected through the Back-to-MAC program into new packaging.
– Material Transitions: Products like the Esteé Lauder Advanced Night Repair Serum have transitioned from plastic to glass, improving recyclability and maintaining the brand’s luxury image. This change is projected to save millions of plastic bottles annually.
– Based Packaging: ELC’s Aveda brand has launched a paper packet for single-use samples, recyclable in Europe and the UK, which reduces water consumption and emissions compared to traditional materials.
To bolster its sustainability goals, ELC has created custom tools and training programs, including Packaging Sustainability Guidelines and a sustainability calculator updated in 2022 to assess potential greenhouse gas emissions from packaging designs.
Despite progress, ELC faces challenges balancing luxury with sustainability. Premium packaging features, such as embossing and foils, can hinder recyclability. The company is addressing these issues by exploring new materials and improving PCR performance in packaging.
ELC’s efforts also include industry-wide initiatives like the Back-to-MAC program, which fosters a circular economy for beauty packaging. Moving forward, ELC aims to continue its leadership in sustainable packaging and reduce its environmental impact.