The segment’s three-pronged approach, “Adapt, Integrate, Rethink” is driving packaging innovation in omnichannel dispensing solutions, designed to meet the needs of both in-store purchasing and e-commerce shipments, while working toward recyclability.
According to Xavier Joseph, Vice President, Global Marketing & Innovation, Aptar Beauty + Home “Consumers expect a seamless shopping experience across multiple channels from in-store, to click-and-collect, to online. According to our research leaking in transit is the biggest pain point consumers currently face*. These innovative packaging and dispensing solutions are designed to eliminate that pain point for consumers, and improve consumer sentiment for our brand partners.”
“We have taken a three-pronged approach to meet this demand,” explains Luigi Garofalo, Global Business Development Director, Aptar Beauty + Home. “Our first step was to adapt our existing product range for requirements specific to e-commerce needs, including adding clips and increasing the robustness of pumps that are prone to breaking while in transit. Meanwhile, our talented engineers were working on ways to integrate e-commerce features into the functional design of packaging while simultaneously rethinking our omnichannel approach: deliver superior technical design, optimize the consumer experience across e-commerce and in-store channels, and minimize environmental impact.”
The initial phase of this development included 40 products in Aptar Beauty + Home’s catalog deemed “e-commerce capable” and were ISTA-6 certified. In 2022, Aptar Beauty + Home increased that total by 50%**. “We have been working to inform and inspire brands to use these solutions to both simplify their fulfilment process and deliver more sustainable, recyclable packaging to consumers,” says Garofalo.
SUSTAINABILITY: A DRIVING FORCE
The benefits of omnichannel packaging solutions additionally help brands who are working towards their own circular economy goals. By integrating built-in designs, and leveraging Aptar’s global network of manufacturing facilities, brands are also able to reduce their carbon footprint and minimize the use of excess packaging and overwrapping. Aptar’s public sustainability product commitments are aligned with the Ellen MacArthur Foundation’s New Plastics Economy, which includes developing dispensing and packaging solutions that are recyclable, reusable, or integrate recycled resin. “Our innovative approach of how to make products more sustainable and omnichannel capable at the same time ensures we are eliminating excessive or unnecessary packaging components from the waste stream,” says Xavier Joseph, “it is critical for all packaging suppliers to look broader than just one or two ‘sustainable’ features and truly understand the holistic impact we can make for the future.”