The Pulp in Action consortium of 50 cosmetics companies is tackling the challenge of sustainable, plastic-free packaging, pushing innovation towards paper-based solutions. Three years of research have produced promising prototypes.
Driven by a desire for sustainability and plastic reduction, the Pulp in Action consortium brings together 50 companies from the cosmetics industry. Their mission is to develop environmentally-friendly packaging from paper and cellulose fibers. This project is in line with the Plastic Act 2021, an ambitious framework aimed at significantly reducing plastic use in the sector.
A model of coopetition
Pulp in Action is based on an innovative principle of «coopetition», where companies compete but unite to advance pre-competitive initiatives, respecting the competitive legal framework. This has broken down barriers between major global brands and startups, propelling the project towards a collective futuristic vision. Clémence Mazeron, R&D Project Manager at Gascogne Flexible, comments: « from porous to functionalized fibers, from simple 2D sheets to 3D packaging! "
Initial results and acceptance strategies
After three years of research, a few prototypes such as cellulose pouches and tubes without a plastic coating have seen the light of day. However, to make this transition a success, consumer support is crucial.« Winning over customers through design, touch and perceived value »explains David Guérin, Packaging Science Center Director at L'Oréal. Offering a tangible and desirable alternative is now an integral part of Pulp in Action's strategy.
