Japanese brand, Shiseido is the latest beauty brand to pledge its commitment to reducing the plastic in its packaging as part of its mission for ‘Conscious Beauty.’ After building momentum for some time, this is a clear indication that sustainability remains as the mega-trend in beauty and cosmetics. Using its FibreBlend Upcycled Technology, James Cropper has created the outer packaging for the brand with paper from its Rydal range.

The natural white board is made with 100% recycled fibres, certified to the FSC® recycled label which recognises the important role that recycling paper plays in the entire paper lifecycle, and sits perfectly with Shiseido’s focus on reducing and recycling its packaging.  The outer packaging includes black text printed on a nude matte background, while thin vertical lines have been created via debossing on the surface of the folding cartons, combined with embossing at the centre of the facing. Ulé also eliminated leaflets and inner carton components from its secondary packaging.