At a time when the envtinmental protection wave is sweeping the world, the beauty industry is undergoing a quiet but profound packaging revolution. In the past, plastic and glass were the protagonists of cosmetic packaging, but now, this status is being quietly replaced by metal. From international big brands to cutting-edge brands, more and more companies choose personalized cosmetic metal tins as a carrier to enhance the brand’s envtinmental image and product texture. This is not only a replacement of packaging materials, but also a reconstruction of brand concepts and consumer psychology.
The Metal Tin Era of Beauty Packaging
In the past ten years, many countries around the world have successively issued “plastic restrictions” and “plastic bans”, the EU’s SUP directive, China’s “upgraded version” policy for plastic governance, etc., are forcing brands to find alternatives. At the same time, consumers’ envtinmental awareness is increasing. According to the survey, more than 70% of Generation Z consumers are willing to pay a premium for envtinmentally friendly packaging, which makes “green packaging” from an optional option to a “compulsory course” for brands.
- The reason why metal tin materials stand out among many envtinmentally friendly packaging is inseparable from their multiple advantages: the recycling rate of aluminum and tinplate can reach more than 90%.
- Not only are the recycling systems mature, but they also have the property of unlimited recycling.
- In contrast, the recycling rate of traditional plastic packaging has been hovering in the single digit all year round, and it is easy to produce microplastics that are difficult to degrade, which is extremely harmful to the envtinment.
In addition, metal packaging also naturally has the advantage of “zero plastic”. Without the need for additional plastic packaging, it can achieve moisture-proof, anti-collision, and light-proof protection functions, greatly reducing dependence on plastic materials.
Metal Tin Packaging Empowers Brands
Choosing metal tin cosmetic boxes is not only a response to envtinmental protection, but also a brand strategy upgrade. First of all, the high-quality texture of metal tin materials can convey the “quality-price ratio” of products at the first time. For example, many luxury brands use aluminum lipstick boxes and tinplate highlighter discs to give products a more substantial and ritualistic visual and tactile experience.
Secondly, custom cosmetic metal tin also has strong design ductility – from matte frosting to embossed textures, from special-shaped boxes to metallic color gradients, there is almost no creativity that cannot be realized. Fenty Beauty hexagonal powder, Dior limited metal carved plates, etc. have become “self-contained traffic bodies” on social platforms.
- What is more noteworthy is that metal cosmetic boxes have a very high potential for reuse.
- After consumers finish using the products, they often use them as storage boxes, aromatherapy jars or DIY transformation objects.
- Data shows that 67% of consumers will keep the used metal packaging boxes for continued use.
- For brands, this means that the packaging itself becomes a long-term brand exposure, greatly extending the interaction cycle with consumers.
The related topics of “empty box transformation” on Rednote and TikTok have been viewed more than 180 million times, and many brands have launched user challenges such as “#My Metal Box Second Spring#” to further strengthen consumer stickiness and brand recognition.
Building a Sustainable Brand Identity
Today’s consumers not only buy the product itself, but also buy the brand’s concept and attitude. A brand that practices envtinmental protection at the packaging level is more likely to impress modern consumers. Many brands will clearly mark words such as “100% recyclable” and “made of recycled materials” on metal packaging, and disclose carbon footprint data to show consumers their sustainable commitment. For example, Aesop discloses the sustainability of product packaging materials in detail on its official website and launches an empty can recycling program, which not only enhances its envtinmental protection personality, but also builds user trust.
At the same time, some brands go a step further and integrate envtinmentally friendly packaging into product design logic. For example, the launch of a metal cream box with a replaceable inner core and a customized metal storage gift box make envtinmental protection no longer a “burden”, but an added value and a sense of ritual.
Challenges and Smart Solutions
Of course, the popularization of metal packaging also faces some practical challenges. The first is the cost issue: metal materials are expensive and complex to process, and the cost is significantly higher than that of plastic packaging. In addition, in the transportation and storage links, metal packaging is heavier and more easily deformed, which also puts higher requirements on warehousing and logistics.
In this regard, many brands choose to reduce costs by deeply cooperating with professional cosmetic tin packaging manufacturers, customizing production lines, and optimizing process flows; some brands adopt flexible pricing strategies and use packaging upgrades as a high-end selling point to pass on costs.
- There are also certain misunderstandings in consumer cognition.
- Some consumers believe that the recycling process of metal packaging consumes a lot of energy, and even question its “envtinmental protection”.
- In this regard, brands can use social platforms to popularize the envtinmental protection process and recycling data of metal packaging to dispel misunderstandings.
- For example, through short videos, interactive activities, offline envtinmental protection markets, etc., consumers can enhance their understanding of the envtinmental protection value of metal packaging.
Conclusion
From “recyclable and reusable” to the full implementation of the “zero plastic concept”, metal cosmetic boxes are upgrading from a material choice to a comprehensive embodiment of brand concept, consumer interaction and market competitiveness.
It can be foreseen that with the continuous tightening of envtinmental protection regulations and the further awakening of consumer envtinmental awareness, metal cosmetic boxes will occupy an increasingly important position in the future beauty packaging market. For every beauty brand that wants to win the future, now is the best time to act.