Eurovetrocap spa – glass jar with 50 ml refilling system.

Case study no.1
Here we present a brief description of the first of the five business cases taken into consideration by the Sant’Anna School.

Conception and work model

[...] The idea behind the innovation achieved was to replace traditional disposable jars used by the cosmetics industry. To this end, the selection of material was a big challenge, as the material chosen needed to be durable, leak-proof, chemically inert with the solution contained and in line with the environmental requirements predefined by the market. [...]
Eurovetrocap’s work model is based on three fundamental principles that guide the production of ecological products for the market. It’s interesting to note that the definition of these three principles began with the development of "Refill 50", the first product to have been designed, developed and marketed according to this model.

The three fundamental principles are the following:

1. Use of recycled materials – Actively explore possible ways to reduce the environmental impact of cosmetics containers using more virtuous materials.
2. Reduction of waste and an increase in the efficiency of materials – Reduce to a minimum the use of materials by optimising designs to reduce the weight while maintaining performance and functionality.
3. Refillable packaging – Improve yield and efficiency by supporting the use of refillable packaging, in line with sustainability objectives. What distinguishes this model is the complete coverage of all the production phases and the product’s entire life-cycle.

« Our project was developed with all team members using the model. It laid the foundation for all of Eurovetrocap’s future projects », Giampaolo Herrmann, Director General, underlined.

Development of the 50 refill and the principles of eco-design

On the basis of its working approach, Eurovetrocap started the product development phase, carefully selecting the right material. As a first step [...], various combinations of materials were assessed to identify the material that best met the predefined requirements.
[...] The material selected and its development process are inserted into the comparison tool which examines three versions of packaging or single articles, modifying one or more parameters. This tool evaluates 11 categories of environmental impact and identifies best combination to use.

As a result, during the development phase, Eurovetrocap’s LCA comparison tool plays a fundamental role in simplifying the entire process, guiding the team in identifying the areas for improvement during the entire product development phase, focusing not only on environmental impact factors, but also considering technical aspects. [...] As well as this tool, Eurovetrocap’s dedicated team was actively engaged in research during the design, development, communication and documentation processes, integrating the tool as a fundamental part of the company’s proprietary software. Using this integrated software for simulation makes it easier to determine if the product meets the various market requirements already in the design phase.

The Refill jar mainly consists of processed glass as its principal component, which includes the entire external body and a set of internal refills made with virgin or recycled materials. This refill set includes a container and an innovative closing lid without gasket. The main aim was to offer a long-lasting and perfectly sealed container for the preservation of cosmetics that could further facilitate the end-of-life treatment of the set: [...] a perfect marriage between luxury and sustainability, combined with the lightness of the internal container in polypropylene (PP) and the lid. [...] The result is that both the replaceable elements can be purchased separately and reinserted into the jar. In addition, the product is equipped with a shive that ensures that the formula stays inside the internal container also during the distribution phase. The product has, therefore, been carefully designed to fulfil its purpose with additional safety standards in cosmetic packaging. The different components of the product are shown below.

Communication and marketing

In the cosmetics industry, the look of the product is very important. With the ZIP (Zero In Pack) laboratory dedicated to the production of products with reduced environmental impact, Eurovetrocap uses various decoration techniques tailored to the needs of customers, improving the product’s appeal. [...] In addition, the decoration techniques are developed both for post-industrial and post consumption recycled PP. The decoration applied to the product, moreover, remains unaltered for a long period. [...]

Conclusions

Eurovetrocap Spa had the aim of transforming the cosmetics packaging industry, imagining a transition towards reusable containers. This vision was realised with the introduction of the pioneering Refill 50 jars, creating a notable precedent not only for cosmetic companies, but also for the entire market and for its environmentally conscious customers. But it didn’t end there. An innovation success often acts as a catalyst, inspiring a multitude of products on the market that follow its example. The success of Refill 50 served as a catalyst for a wave of innovation.
It inspired Eurovetrocap to extend its own line of products, leading to the development of over a dozen reusable packaging solutions, each built on the innovative foundations laid by Refill 50.
These subsequent products were customised and tailored to meet the different needs of the cosmetics industry and the continuously evolving requirements of its customers.

As we have seen, a truly impactful innovation does not end with its creation. It acts as a beacon, triggering a continuous cycle of product evolution and market improvement. Eurovetrocap’s catalogue is living proof. In particular, many of these innovations were officially presented to CONAI in the following years. The company’s journey over the years highlights the chain reaction of a visionary innovation, leading to positive changes towards sustainability and environmental responsibility in the cosmetics industry.