Aptar debuts fully recyclable mono-material tube Purity Lite for personal care NPD

20 Sep 2021 --- Beauty and personal care packaging producer Aptar Beauty + Home has unveiled Purity Lite, a polyethylene closure and tube combination that creates a fully recyclable mono-material solution for personal care products.

Purity Lite is made of 100% polyethylene, features a minimalist design and offers 22% weight reduction versus a two-inch Purity R tube top.

“Polyethylene is considered highly recyclable. The chances the package will be recycled at the recycling facility are heightened when a brand pairs a polyethylene closure with a HDPE tube, as it is considered mono-material,” Christophe Marie, director, product sustainability, Aptar Group, tells PersonalCareInsights.

“Purity Lite is a key achievement in Aptar’s journey to have 100% of our products being recyclable, reusable or compostable by 2025.”

Suitable for delivery
In addition to being sustainable, Purity Lite is e-commerce compatible as it passed the ISTA 6-Amazon certification. The ISTA-6 Amazon Certification program helps Amazon and its sellers reduce waste, while ensuring recyclable and easy-to-open packaging.

“At Aptar Beauty + Home, we implement our omnichannel approach to offer unified packaging designs for all distribution channels,” says Luigi Garofalo, business development director for global personal care, Aptar Beauty + Home.Purity Lite is a sustainable packaging development that is made from 100% polyethylene.

“Our designs undergo the rigorous ISTA 6-Amazon protocol and certifications ensuring that our solutions withstands the risks associated with transport and distribution network pressures as well as necessitates less protective carton and paper packaging.”

“Sustainability and e-commerce capable packaging solutions remain two key areas of focus for our organization. Our consumer-centric approach to innovation allows for Aptar to address both of these critical market demands from a responsibility and responsiveness perspective,” adds Laura Estebanez, president at Beauty + Home, North America.

Purity Lite is available in two-inch (50mm) snap-on neck finish, 0.062 inches, 0.125 inches, 0.250 inch and 0.300-inch orifice sizes, and is currently produced in North America.

Innova Market Insights has revealed its top packaging trend for 2021 in collaboration with PackagingInsights as “Home Delivery Haven,” tapping into the increasing demand for home deliveries due to COVID-19 restrictions.

Aptar Beauty + Homes’ recycling moves
PackagingInsights details that FMCG plastics packaging is experiencing more stringent regulations and rising consumer expectations, resulting in companies achieving 100% recyclability.

In May, Aptar Beauty + Home launched Future, its first entirely recyclable mono-material pump for the beauty and personal care industries. Aptar also introduced the “world’s first” recycled plastic cosmetics package and a dispensing closure made from 50% post-consumer recycled resin (PCR).Aptar Beauty + Home is a packaging producer for the beauty, personal care and home care industries.

“E-commerce capable packaging solutions are important to our brand partners. We also conducted a Google Survey which confirmed that 71% of consumers surveyed were worried about product leakage,” explains Estebanez.

“About 80% of consumers surveyed felt frustrated with the amount of over-wrapping or excess packaging they experienced when ordering products online.”

Detailing more on the types of cosmetics the packaging can host, Estebanez adds: “Purity Lite is available for a broad range of formulas, but we always suggest our brand partners complete compatibility testing with any packaging they purchase.”

Green beauty: New packaging and ingredients
In other moves in line with the “green beauty” trend, Estée Lauder Companies’ (ELC) recently entered a collaboration with Roctool to create sustainable packaging solutions for Clinique’s beauty bottles.

Meanwhile, the L’Occitane group pledged to reduce plastic used for its packaging by 10% by 2025, while Holland & Barrett banned single-use beauty sheet masks across UK stores and online to reduce single-use waste.

By Nicole Kerr

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