Binning the waste
These days it’s rare to receive mailers in excessive plastic packaging, or with a gift that’s destined for landfill. (See foil confetti-filled balloons that require popping to free a product; fridge magnets/mugs with my face on.)
With environmental ethics a priority for all, press comms should echo a brand’s eco messaging. It’s bizarre when a ‘clean, green’ skincare line sends out samples padded with polystyrene. Or when vegan cosmetics come sweetened with treats containing gelatine (true stories). So I appreciate those beauty brands paying attention to detail in this space. Take these recent sustainable switches:
L’Oréal (the conglomerate committing to 100 per cent eco-friendly packaging by 2025, btw) now accompany all mailers with QR codes allowing journos to access digital materials instead of paper ones. While it’s as planet-friendly as an email press release, having the info alongside product samples is undeniably useful – and our bursting recycling bins still get a break. The technology benefits PRs, too, given the potential to track scans in addition to delete the doing away with print costs.
When The Body Shop rolled out a new-look refills scheme it sent the aluminium bottles in a RePack. This reusable and returnable packaging service was new to me: the adjustable package folds into letter size when empty and can be returned (for free) via any letterbox in the world. Future… is that you?
BareMinerals, meanwhile, has been flexing its ‘conscious beauty’ credentials with samplings packaged in Stasher bags. These silicone storage pouches can house anything from beauty to tech or food (they’re freezer/microwave safe) and can be recycled at the end of their long life.
Elsewhere other PRs are replacing plastic parcel tape with compostable Kraft tape to secure their packages sent to press. Yet another simple swap that doesn’t require huge investment.
While all send-outs are appreciated, in 2021 these kinds are especially welcome.
What Bridget Thinks…
Not a traditional release – but a positive example of a brand using its platform and profits for a good cause. There’s no product placement (thank God), but a simple suggestion of actions all can take to support the people of Afghanistan. I’m sure it’s not the only beauty brand taking action – and some may not have felt the need to shout about it – but coming from Nails Inc.’s Thea Green MBE I fully trust its intentions.