Aptar Beauty is rolling out airless, refillable packaging for Clarins’ eye cream product, with one reload expected to improve on the previous pack’s environmental impact by 73%.
This application marks the global launch of Aptar Beauty’s Gaïa airless packaging, which was custom-engineered to help Clarins balance sustainability-minded design with aesthetic and performance.
It consists of a metal case and plastic reloads. These reloads integrate a bi-injected collar gasket for secure integration to the main casing and ‘minimal’ air intake.
Aptar emphasizes the pack’s ‘intuitive’ push-and-pull reload mechanism, originally inspired by a ballpoint pen. Apparently, the soft axial motion simplifies the refill process for a ‘seamless’ user experience.
Meanwhile, the reload’s two-level security system keeps the formula airtight; it is also designed to prevent retro-contamination. Consumers can peel the first seal away, while the second is cracked open when the reload is inserted into the main casing.
Although the reloads are designed for exclusive use with the matching casing, Aptar says they can be sold separately as top-ups. Both the reload mechanism and security system are patented by Aptar.
External parts like the actuator and overshell can be customized, and Clarins has implemented an exclusive red metal casing for its 15ml format of Total Eye Lift eye cream. The pack keeps all the technical components of the pack hidden and allows for matching, ‘minimalist’ reloads.
One refill of this product unlocks a 73% lower environmental impact than two full bottles of Total Eye Lift, according to a life cycle analysis (LCA). A single reload is thought to remove 50% of metal, 33% of plastic, and 29% of cardboard compared to the previous packaging design.
Plain packs with no decoration or label are said to be recyclable in polyethylene and polypropylene waste streams.
“We are proud to support Clarins with the first market launch featuring our Gaïa airless platform,” said Florence Muh, director of Customer Support & Development at Aptar Beauty EMEA. “It is a true innovation designed for brand differentiation that puts the customer experience first.”
Aptar Beauty also collaborates with its global manufacturing network to produce its Gaïa packaging. Charleval Verneuil manufactures the airless technology, while Le Neubourg produces the pump cartridge, Chavanod oversees the custom assembly, and BTW offers support back-up.
Earlier this year, Unilever announced that it had acquired personal care brand Wild, which offers refillable deo cases made from separable metal and plastic components. While some praised the acqusition, others raised concerns that the pressure of financial targets could compromise the brand’s focus on sustainability.
Wild went on to collaborate with Morrama to produce refillable roll-on deodorant; the 50ml refill was developed alongside Shellworks and consists of a compostable material already used in Wild’s shower gel range, said to break down completely in soil within a year. Jo Barnard, founder and creative director at Morramma, recently walked us through the design process.
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