AS PART of their intention to become B Corp certified by the end of 2020, Aesop have announced their plans for circularity within their packaging, and have collaborated with Raeburn, a leader in responsible design. Adam Kakembo, Aesop’s Chief Marketing Officer identifies the rapid changes in consumption necessitated by the pandemic as a time to reevaluate the role of the brand; centering their plans for 2020 on a blend of utility and aesthetic desirability to aid the customer to “navigate the new normal”.
Design development at Raeburn
The Australian brand will work to improve on the two thirds’ 97 per cent recycled plastic used int heir packaging. Their Closing the Loop campaign will see the trial of refillable facial cleaners at stores in Adelaide Australia.
Aesop in Hong Kong has been operating a Rinse and Return programme since 2018, an initiative that invites customers to return their empties to Aesop stores.
Alongside the refill trials, replenishment options are now available for the majority of 500ml hand and body care cleansing products: reusing the pumps of these products alone results in a 12 gram reduction in plastic per product.
Chris Raeburn
In collaboration with Raeburn, Aesop will continue to broaden their responsible production, aiming to deliver a refill or closed loop solution for 50% of its packaging within the next ten years.
by Connie de Pelet