Solid effort: How to pack trendy solid format products

By Julia Wray | Published: 29-Jan-2021

Eco-friendly and convenient, solid products are having a moment – but what about the packaging?

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While many consumers are used to squeezing their shampoo from a bottle, recent years have ushered in a trend for solid versions of traditionally liquid products. From fragrance balm to serum in a stick, the scope for products – and packaging – is endless.

So how can you stand out on-shelf and ensure product protection when going from liquid to solid?

“Solid formats have been notably prevalent in bath and shower, a category that has received much attention for its environmental impact, given the volume of plastic used in the category due to the frequent usage of items like shower gel and liquid soap,” Gabriella Beckwith, Beauty and Fashion Consultant at market research provider Euromonitor International, tells Cosmetics Business.

“As eco-conscious consumers make the switch back to bar soap from liquid soap, we are beginning to see an expanding assortment of aesthetically pleasing bar soaps, such as Unilever’s Schmidt’s line with interesting scents, such as Bergamot & Lime.

“Solid format innovations have also been concentrated largely in hair care, again due to the high percentage of water used in products and plastic packaging required, with innovations such as solid shampoo bars from KIND2, Garnier and N.A.E. by Henkel,” says Beckwith.

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