The natural cosmetics brands Lavera, Kneipp, Logona and Sante from Logocos have teamed up with Heilbronn-based reusable packaging start-up Reo to launch a one-year pilot project for the return of packaging with a deposit. Since October, customers have been able to return empty care packaging from the participating manufacturers to deposit machines at ten Kaufland stores and three VollCorner organic markets in the Munich region and receive 29 cent per package in return. The selected products, such as shower gels, shampoos and lotions, are marked with a sticker on the shelf and on the packaging.

A simple solution for everyday life

The collected packaging is cleaned, refilled and put back on sale. The companies emphasise that the system should make returning empty cosmetics packaging as easy as returning beverage bottles. The project was presented in cooperation with the City of Munich's Zero Waste Innovation Hub. "Conscious consumption doesn't have to be an extra effort," says Steffanie Rainer, CEO of Reo. If sustainable solutions were seamlessly integrated into everyday life, real change would be possible for brands, retailers and consumers. "We could spend years discussing the perfect reusable system for cosmetics or we could just get started now," said Laverana's sustainability officer, Sabine Kästner.

A blueprint for the industry

The aim of this nationwide pilot project is to test how people respond to the offer, whether the packaging can withstand multiple cycles and what the logistics would look like. In the best case scenario, this will result in a blueprint for the entire cosmetics industry, according to Kästner. All participating packaging and return locations are listed on a website at www.reo-reuse.de. Reo intends to use the findings from the pilot phase to further develop the model. "The challenges surrounding sustainable consumption are too complex for any one company to solve on its own," emphasised Isabel Hafner, Head of Packaging Development at Kneipp.

Sources: Laverana, Kneipp