Packaging Innovation by Albéa Tubes: where sustainability meets desirability.

Following three main beauty trends: Beauty Rituals, Smart Beauty and Natural, Quiet & Efficient Beauty, Albéa Tubes is releasing new packaging innovations. Getting insights from the market helps packaging manufacturers design innovative products that align with consumer needs, so brands get ahead of the game when releasing new products. In an interview with Caroline Hughes, Marketing Manager of Albéa Tubes, we decipher the latest beauty trends and related innovations.’

re/sources: Could you tell us more about the key trends that are shaping your innovations? 

Caroline Hughes: A recent consumer trend report revealed three main beauty trends: Beauty Rituals, Smart Beauty and Natural-Effective Beauty.

In the Beauty Ritual trend, we have identified that consumers seek to simplify their routines while amplifying their sense of well-being, prompting a shift in bath and body care. Upgraded beauty rituals now emphasise intentional rest, escapism, and the ritualisation of everyday activities like showering. For example, "skinification" of hair care is becoming prominent, with skincare-inspired ingredients and techniques being adopted in hair rituals. The challenge lies in creating products that evoke a luxurious experience while remaining affordable and functional striking a balance that resonates with consumers' practical and aesthetic desires.

The Smart Beauty trend anticipates a move of artificial intelligence (AI) to transform beauty routines, driving a deeper level of personalisation. Smart packaging is playing a pivotal role in bridging the gap between consumers and brands by offering interactive, connected experiences. Whether through apps, sensors, or digital interfaces, these innovations enhance engagement, tailor treatments, and elevate the overall consumer experience, making it more dynamic and responsive.

When it comes to Natural, Quiet & Efficient Beauty trend, consumers are demanding products that are not only environmentally friendly and healthier but also scientifically proven to deliver results. This expectation pushes brands to be transparent and clear in their messaging, ensuring that their claims are credible and supported by evidence. The emphasis is on creating products that align with environmental consciousness while maintaining high performance, providing a balance between nature and science in beauty solutions.

From wellness to technology in beauty to sustainability and efficiency - these key trends illustrate the current and future requirements on packaging innovation, especially the necessity to bring desirability to the forefront while keeping with sustainability attributes.

re/sources: In line with these trends, Albéa has developed specific innovations in tubes to bring desirability to the forefront. Could you explain to us what you’ve been working on?

Caroline Hughes: Albéa Tubes has recently launched “Advanced Decoration by NovaPrint™”. This innovative printing solution combines the best of laminate – i.e. flat printing and a wider choice of printing technologies, and the best of extrusion with a premium feel and the absence of sideseam allowing a 360° print. Thanks to this new production process, we can offer brands more complex decorations by combining different printing technologies: for example, using cold stamping which is overprinted to obtain effects on the tubes. 

This represents an entirely new technology for extruded tubes. The process involves printing a thin PE film, which will be positioned on an extruded tube to reach 350° sleeve thickness for a lightweight pack. The flat printing on the PE film and its welding on extruded tubes allow sophisticated, premium and complex designs by combining several printing technologies: flexography, cold stamping, foil overprinted, etc.

re/sources: Your ethos around these innovations is “where sustainability meets desirability”. What does it mean?

Caroline Hughes: It means that, like most of our packaging solutions, this latest innovation makes no compromise between sustainability and desirability: We offer tubes with stunning and premium designs that are also eco-designed: they use less material for a reduced plastic weight and a carbon footprint reduction of 32%. They are also fully recyclable in the HDPE stream as confirmed by the Recyclass Letter of “Compatibility Design for Recycling Class A” that we received some weeks ago. In addition, they can integrate up to 100% of PCR (post-consumer recycled) in the extruded sleeve.

A further major advantage of this technology: it allows brands to remove labels or even secondary packaging thanks to the customisation options, finishes and luxury feel. Thus, decoration provides even more desirability and differentiation to tube packaging while reducing waste.