This paper proposes a redesign of CoverGirl cosmetics' packaging to make it fully biodegradable, arguing that such a change would benefit both the environment and the company's bottom line. Drawing on the concept of environmental concern among CoverGirl's core demographic — women aged 16 to 35 — the paper explains why eco-friendly packaging is both a market necessity and a corporate responsibility. It references examples from the food industry, such as McDonald's shift away from Styrofoam, and from the cosmetics sector, notably Aubrey Organics, to illustrate practical biodegradable packaging solutions. The paper concludes that a dedicated packaging committee should lead this initiative.
Many companies have redesigned their packaging to make it more environmentally friendly, approaching this challenge in a variety of ways. Packaging design has become an important site of corporate environmental responsibility across industries. The purpose of this discussion is to propose a redesign of the packaging system used by CoverGirl cosmetics.
CoverGirl is an international cosmetics company that could benefit greatly by making its packaging more environmentally friendly. One of the primary ways this can be accomplished is by making not only the exterior packaging, but also the plastic packaging that surrounds the actual makeup, fully biodegradable. Making packaging biodegradable reduces the amount of waste and pollutants that harm the environment.
Biodegradable products are those that are "capable of being broken down especially into innocuous products by the action of living things (as microorganisms)" (Merriam-Webster, 2009). Biodegradation is a natural process that, when built into product packaging, significantly reduces environmental waste over time.
Companies in other industries have already made this shift. For instance, McDonald's now uses paper to package its burgers and fries, replacing the Styrofoam packaging it once used. This change has greatly reduced both the volume and the environmental impact of the waste McDonald's produces, demonstrating that large consumer brands can successfully transition to biodegradable materials.
With these precedents in mind, CoverGirl should develop packaging that is completely biodegradable. The development of more environmentally friendly products is not only a necessity but would also be highly beneficial to the demographic CoverGirl serves. Consumers who purchase CoverGirl products are mostly women between the ages of 16 and 35 — a group that is acutely aware of the environmental problems caused by pollution.
This awareness is captured by the concept of environmental concern, defined as "a general attitude that reflects the extent to which the consumer is worried about threats to the environment, the consequences of such threats for the harmony of nature and future generations, and the lack of human action to protect the environment for future generations" (Abdul-Muhmin, 2007). Environmental concern is increasingly influential in shaping purchasing decisions, particularly among younger consumers.
This particular demographic is oriented toward the future and wants to ensure that the products they purchase are not harmful to the environment. For CoverGirl, aligning its packaging strategy with these values represents both a social responsibility and a competitive opportunity.
"Corporate and consumer benefits including guilt-free purchasing"
"Aubrey Organics as a biodegradable packaging model"
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