Le monde du marketing est bouleversé par la vague écologique actuelle. Pour cause, les emballages plastiques à usage uniques seront supprimés en 2024. Les services Marketing se doivent donc d’être innovants pour répondre à ce nouveau défi. Il en va de leur image de marque.
Les consommateurs attendent de plus en plus des marques qu’elles soient réellement respectueuses de l’environnement et ces derniers sont de plus en plus sensibles pour détecter les techniques de greenwashing parfois employées par les marques. En conséquence, les consommateurs attendent des marques du vrai et de la transparence.
Cependant, supprimer le plastique de nos emballages s’avère être plus compliqué qu’il n’y paraît. Des alternatives existent pourtant aujourd’hui : le papier ou encore le carton, mais à condition que ces derniers ne contiennent pas de substances toxiques ou qui nécessiteraient de grandes quantités d’eau et de pesticides pour les traiter.
Le plastique est un problème de taille pour notre environnement à traiter sur le long terme. Il n’empêche toutefois que les marques font chacune, petit à petit, un pas vers cette éco-conception tant attendue.
Chaque marque s’engage dans cette réduction de déchets plastiques, soit par l’obligation légale (par exemple : loi pour la suppression des pailles en plastique) ou bien par choix et réelle volonté de l’entreprise.
Aujourd’hui il est possible, pour les marques, de développer des packagings qui « veulent du bien » à l’environnement.
Tournons nous maintenant vers les marques qui ont su substituer ou supprimer leurs emballages plastiques ; autant dans le secteur de la grande distribution que dans le secteur des cosmétiques.
Ces marques impulsent un marketing plus responsable et des packagings développés pour le respect de notre planète. C’est aujourd’hui un vrai challenge de conception produit.
Du côté des marques alimentaires :
-
CANDIA et sa brique de lait éco-conçue
Candia, domaine de la marque UHT de la coopérative Soodiaal, vient de lancer une gamme Bio avec des briques de lait éco-conçues. La marque souhaite supprimer les emballages plastiques et les remplacer par un packaging plus écologique.
© photo : Candia – Pack de lait Candia 6x1L – « Le 1er lait bio français dans une brique éco-conçue »
Ce nouveau packaging est le fruit d’un travail de 3 ans afin de réinventer la brique de lait.
- Suppression de l’aluminium : la marque à décidé de supprimer le filtre aluminium intérieur et de le remplacer par une fine couche de plastique. La brique est donc composé à 75% de carton recyclable (issu de forêts durablement gérées), 25% de plastique dont 1% d’origine végétale.
- Emballage carton : la marque a aussi décidé de supprimer le film plastique qui permettait d’emballer de pack de lait. Elle a opté pour un carton 100% recyclé et recyclable.
De par ce changement de packaging Candia tend vers l’économie circulaire. Un réel pas de plus vers l’éco-responsabilité.
https://www.candia.fr/produit/le-lait-bio-francais/
-
EVIAN et sa bouteille 100% recyclée, recyclable et sans étiquette
Fruit de 2 ans de recherches, Evian dévoile sa nouvelle bouteille : une bouteille de 40 ml, sans étiquette et donc sans colle.
Elle est composée d’un plastique PET (*Polytéréphtalate d’éthylène) recyclé à partir d’autres bouteilles et qui est recyclable à 100%. Le nom de la marque est gravé directement sur le contenant lui-même et le code barre est imprimé sur le bouchon. Le bouchon n’est toutefois pas encore recyclable mais la marque précise y travailler actuellement.
En partie grâce à cette démarche, le groupe Danone a obtenu la certification « neutre en carbone », en avril 2020, un titre que Danone s’apprête à honorer en limitant de plus en plus ses impacts sur l’environnement.
Une belle innovation qui impulse une nouvelle dynamique d’éco-conception sur le marché des eaux en bouteille.
© photo : Emballages magazine
La bouteille recyclée et recyclable Evian : une véritable innovation sur le marché des eaux en bouteille.
https://www.evianchezvous.com/tous-les-produits.html?filtre_tous_les_produits=88
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DADDY et ses Doypack en carton kraft
La marque Daddy, leader sur le marché du sucre, s’est convertie au packaging kraft 100% recyclable (hormis son bouchon). Une fiche couche de plastique vient apporter une barrière pour l’étanchéité. Ce packaging présente une étanchéité et solidité conformes.
Le packaging kraft est aussi solide que son prédécesseur en plastique PET. Ce qui peut rassurer les consommateurs.
La part du plastique est réduite à 70%, le poids de l’emballage est lui réduit de 20%, ce qui limite l’impact des émissions de CO2.
La marque travaille toutefois sur un système de bouchon plus écologique.
© photo : Emballages magazine
Le packaging kraft Doypack de Daddy, l’alternative packaging kraft remplaçant le plastique.
Du côté de l’industrie de la beauté :
Au delà de la réduction ou la suppression des emballages plastiques, on observe une grande tendance de la réduction de la consommation des produits en eux-mêmes. Les consommateurs veulent limiter le rachat de produis et optent plutôt pour des formats ressourçables.
On voit notamment la montée en puissance des recharges, plus précisément dans le secteur beauté et cosmétique. Voici là de nouveaux moyens de réduire le sur-emballage et la surconsommation de produits dans son quotidien.
Certaines marques font elles aussi le choix de complètement supprimer leurs packagings secondaires (* étuis, boites etc). Une alternative efficace à la lutte contre la pollution plastique et la pollution des déchets au sens large.
-
LA ROSÉE COSMÉTIQUES et la suppression totale des sur-emballages
Nouvelle marque sur le marché, la Rosée Cosmétiques est une marque de soins distribuée en pharmacies.
La marque a décidé une suppression totale de ses packagings secondaires afin de réduire au maximum ses déchets.
Tous les packagings primaires sont quant à eux recyclables et les tubes sont tous d’origine végétale, développés à base de canne à sucre afin de réduire l’empreinte carbone générale.
Une nouvelle marque éco-responsable avec des engagements forts et concrets, qui impulse de nouveaux comportements de consommation… Un pas de plus vers l’éco-conception et la préservation de l’environnement.
© photo : La Rosée
Une gamme développée avec des packagings primaires en matière végétale et une suppression des packagings secondaires.
-
Le secteur de la parfumerie et les parfums ressourçables
Mugler, Lancôme, Guerlain et plus récemment Dior ; même les marques de luxe tendent à rendre leurs flacons rechargeables. C’est le nouveau geste luxe éco-responsable.
© Dior
La recharge Dior Eau Sauvage – lancement en 2020
On connaît les parfums Mugler qui sont, depuis des années, ressourçables grâce à des fontaines à parfum disposées en parfumerie. Cette innovation, précurseur à l’époque, devient aujourd’hui le nouveau fer de lance des marques de parfum.
© Lancôme
La fontaine recharge du parfum Idole de Lancôme – lancement 2020
Plusieurs grandes marques de luxe s’emparent du concept « parfum ressourçable » pour redonner toute l’utilité au flacon originel et pour tendre vers une solution plus responsable pour la planète. Moins de rachat, moins de packagings jetés et donc moins de pollution plastique.
Plus largement, le marché de la cosmétique et du parfum étudie précisément la solution de la recharge comme un axe important à l’éco-conception.
Cette solution de ressourçabilité, en fontaine ou en recharge, est une nouvelle alternative stratégique pour les marques de parfumerie sélective comme les marques de parfumerie de niche.
Il y a une vraie opportunité pour les marques d’inventer un nouveau luxe, de nouveaux concepts, et de se différencier.
Que ce soit dans l’industrie agroalimentaire ou bien dans l’industrie cosmétique et parfum, les groupes ont réellement pris conscience des enjeux liés à l’écologie.
Le travail autour des packagings primaires et secondaires plus responsables, ou bien le choix de leur suppression, devient l’enjeu actuel et la première préoccupation du marketing.
On observe en parallèle une réelle volonté des marques à devenir des marques circulaires (*réutilisation des matières) sur le long terme.
Toutes ces marques répondent à un état d’esprit et à une demande de la société de plus en plus ancrée dans les comportements de consommation responsables.
Il est nécessaire toutefois de rester vigilant, certains packagings, cartons ou végétaux, nécessitent plus de ressources à leur conception, qu’il n’en paraît. Les marques doivent donc peser le pour et le contre à leur transition vers plus d’écologie, afin de ne pas tomber dans le greenwashing…
Découvrez nos autres articles sur Focus Green
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