For Jacques Playe, Global Head of Packaging Development at L’Oréalthe mission of the Packaging Lab is clear: to push the limits in terms of performance and sustainability, to “ create the packaging of the future “. Packaging which, according to him, must be able to protect the formulations, with minimized environmental impact, while remaining visually attractive. To achieve this, many professions collaborate within the Packaging Lab using the latest generation tools.
Materials and durability
Research into new, more sustainable materials is one of the Packaging Lab’s long-term missions, with the potential to completely transform the market.
So, David Guerin, expert in cellulose materials at L’Oréal, discussed the group’s efforts to create a fully recyclable cardboard bottle. Meeting technical challenges, such as finding suitable coatings that do not interfere with recycling, is the key to this innovation that L’Oréal aims to finalize within five years. In glass packaging, the focus is on reducing weight while maintaining structural integrity, especially for complex shapes.
Digital simulation tools such as Dassault Systèmes’ Abaqus software are also crucial when it comes to creating improved versions of existing packaging. Thus, when L’Oréal redesigned the packaging of Garnier’s Ultra Doux shampoos in order to reduce the use of plastic and allow re-filling, the software simulated and optimized the distribution of the plastic to maintain rigidity despite the extra thin walls. bottles.
Desirability and quality
In terms of desirability, L’Oréal is exploring the CMF design (color, material and finishes), know-how newly integrated within the company. The Deco Showroom team analyzes global trends and the emotional meaning of colors. Extensive testing ensures that the chosen decors resonate with consumers and are in sync with the brand’s aesthetic language.
Under the direction of Jordan MoliniéL’UX Design Lab focuses on creating packaging that delivers superior user experiences. Beyond aesthetics, the laboratory focuses on functionality, sensory appeal and sustainability from the start. Design teams in Europe, the United States, China and India ensure that the packaging meets the diverse needs of consumers. Today, generative AI tools like Midjourney make the creative process easier and faster.
Once a new packaging has been imagined, the tools3D printing allow rapid prototyping (up to 10,000 models per year), thus facilitating rapid creation and testing.
Finally, in the Qualification Laboratorypackaging is subject to rigorous testing to meet L’Oréal quality standards.
Much more than an R&D center, the L’Oréal Packaging Lab appears to be the symbol of the responsible beauty of the future for which the group wishes to underline its commitment.
