Reusable cosmetic packaging design solutions for enhanced plastic perception and circular adoption

Overview

ELISAVA proposes a design research initiative aimed at shifting the perception of plastic in cosmetic and personal care packaging from low-value, disposable waste to desirable, reusable objects and services. The core value proposition addresses the gap between consumer sustainability awareness and current reuse packaging systems, which often fail because they require users to change their behavior to fit industry logistics. By applying user-centered design, co-creation methodologies, and nature-inspired principles, the team develops packaging solutions that create meaningful user experiences at every interaction point, including purchase, use, dosing, product protection, and end-of-life recovery. The initiative targets cosmetic brands, packaging manufacturers, and sustainability-focused stakeholders seeking to differentiate through circular design.

Technical specifications

Research and design process:

• Macro trend research analyzing external contexts for cosmetic, reuse, and refill packaging, including emerging user profiles such as digital nomads and users with functional divergences
• User research employing interviews, focus groups, and behavioral tools to capture insights on ethics, lifestyle, desires, and consumption habits
• Industry trend analysis covering new manufacturing processes across sectors
• Iterative conceptualization through co-design with target users and testing of multiple prototype levels
• Iterative development grounded in existing packaging engineering knowledge

Key research questions addressed:

• Can plastic packaging be desired by users
• Can a plastic-based dispensing system create meaningful user experiences
• Can plastic packaging be designed for many reuse cycles while remaining effective
• Can a reuse system be designed to ease adoption by the user

Team composition:

• Working group led by Anna M. del Corral, Rubén Caño, and Silvia Escursell, combining expertise in sustainability, design, and packaging
• Collaboration with junior researchers and professional mentors

Technology readiness level

The process has been validated through the Future of Packaging 2017-22 project, which produced success stories in innovative packaging design for the cosmetics and personal care sector. The proposed one-year research plan builds on this proven methodology and extends it with a dual focus on understanding industrial recycling processes, user motivations, market trends, and packaging formats, alongside the incorporation of nature-inspired design principles. The ultimate objective is to deliver innovative designs that meet user and market needs, increase user motivation for recycling plastic containers, and adapt cosmetic packaging to existing and emerging recycling streams.