In Closing
Recycled, Refined
Since its first manufacture at a small Philadelphia mill 120 years ago, paperboard made from 100% recycled content has come a long way. Critics of the material once cited its unrefined appearance as reason enough to use virgin materials. However, thanks to recent technological advancements, 100%-recycled paperboard looks and feels just like virgin. If it weren't for the 100% Recycled Paperboard Alliance (RPA-100%) symbol, consumers might have a hard time distinguishing packages made from 100%-recycled paperboard from those made of virgin materials.
Lynn Harrelson, RPA-100%'s new managing director and former marketing director of Rock-Tenn Co., understands that "the foundation of the beauty industry is aesthetics." For cosmetics, she calls packaging "an integral part of the product and its image."
Cosmetic manufacturers, however, seem to doubt that the use of 100%-recycled paperboard can help them build an image. "What many manufacturers may not know is that in addition to light-gray-backed sheets, the 100%-recycled paperboard industry has made technological improvements and now offers sheets that have coated white backs, and even sheets that are white throughout," she says. She adds that 100%-recycled paperboard can also be made with "eye-catching holographic seals, foils, and metal wraps."
Critics have also said that 100%-recycled paperboard is too heavy and thick for cosmetic packaging. Industry has made recent improvements in this area as well—many of today's 100%-recycled paperboard mills can produce paperboard that meets the lighter weight requirements of cosmetic packaging.
Consumers also seem to approve of packaging made from 100%-recycled paperboard. During a study conducted by researcher Leflein Associates Inc. in September 2000, the majority (63%) of shoppers questioned at malls in geographically dispersed cities (Chicago, Dallas, Los Angeles, and Edison, NJ) either rated recycled packages better or no different than solid bleached sulfate (SBS) packages in terms of quality. One fifth (21%) fell into the "no different" category, while 42% favored recycled packages and 38% favored SBS packages.
This study also revealed that recycled and SBS packages were perceived as virtually equal in terms of attractiveness. Shoppers were asked to identify one package from each pair that they felt was the most eye catching. Overall, there were no significant differences in perceived attractiveness between recycled and SBS packages.
Two manufacturers of personal care products have long understood such consumer acceptance: Tom's of Maine and Procter & Gamble. The two firms have chosen 100%-recycled paperboard to "respect nature," says Kathleen Taggersell, team leader of communications and public relations for Tom's of Maine, and "to encourage and educate consumers in environmental stewardship," says Deborah D. Anderson, vice president of environmental quality worldwide at Procter & Gamble.
The cosmetic industry isn't too far behind. Aveda Corp. strives to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world, says founder Horst Rechelbacher. While Aveda does not use 100%-recycled paperboard for all of its packaging, it has set a goal of 75%-postconsumer-recycled content for its folding cartons and uses a minimum of 30% postconsumer-recycled paperboard, says John Delfausse, vice president of Aveda Packaging.
The point, of course, is simple—once thought of as rough, thick, and gray, 100%-recycled paperboard needs little touch-up to look good for the beauty industry.
For more information, visit http:// www.rpa100.com.