Under the title ‘PPWR unwrapped – Designing packaging, understanding the law’, brandpack provided an insight at CosmeticBusiness 2026 into the development of the recyclable bottles for Salthouse’s therapeutic skincare products. The focus was on the practical application of the PPWR, including the implementation of labelling requirements and declarations of conformity.

PPWR as part of the development process

For Andreas Schabert, winning the German Packaging Award is a sign that regulatory requirements and good design need not be at odds with one another. The key, he says, is to incorporate all requirements into the development process at an early stage. “In an industry increasingly shaped by regulatory requirements, one thing remains crucial: relevance. Successful brand management today means more than just attractive packaging – it combines brand identity with technical feasibility and sustainability,” says Schabert.

PPWR supported the development process from the very beginning. In many respects, the team had to work on the basis of assumptions because details of the regulation were still unclear. The practical implementation became particularly evident in the selection of materials and colours. In the case of the masterbatch, brandpack carried out significantly more sample testing and inspections than usual before final approval was granted. According to Schabert, this was only possible thanks to the close and constructive collaboration with the client, Murnauer Markenvertrieb, and the suppliers involved.

Seemingly minor details also played a central role in the development process. For online retail, the aim was to avoid additional fastenings such as a sleeve. This was achieved through a well-designed cap and ISTA certification. “The result is a cap that is secure in transit, easy to use and aesthetically pleasing,” explains Schabert. This is precisely where the project’s ambition lies: the packaging should not only look good on the shelf, but also function effectively in terms of use, logistics and regulatory assessment.

The recipe for successful packaging design

The success of the Salthouse bottle therefore lies not in a single design idea, but in the interplay of many requirements. The jury of the German Packaging Awards also emphasised this in their statement: the packaging for Salthouse’s therapeutic skincare products stands out as a holistic design solution that consistently combines brand identity, functionality and sustainability. The fluid transition between the bottle’s shoulder and cap, inspired by the shape of traditional earthenware vessels, creates a distinctive silhouette with high recognition value and clearly sets the brand apart from its competitors. The deliberately offset cap improves ergonomics and allows for intuitive, comfortable opening. The bottle can be stood upside down to empty almost all of the remaining contents, and the switch to a screw cap facilitates refilling.

From over 200 entries, brandpack won in the Design category. In total, the independent expert jury selected 36 outstanding solutions across ten categories. The awards ceremony will take place on 19 November in Berlin.

Biography:

Andreas Schabert was globally responsible for packaging development, design management and innovation at Beiersdorf before founding the agency brandpack in Hamburg with Arne Fehlhaber; the agency has quickly made a name for itself as a specialist in relevant brand and packaging design.