California-based Boox plans to ship about 100,000 Boox boxes in 2021, according to CEO Matt Semmelhack, but expects to ship 1.3 million Boox boxes in 2022. Brands are asked to return both the Boox shipper and the internal packaging for reuse. “Over time, e-commerce brands will switch not only to outer shippers like Boox, but also to reusable interior packaging, garment bags, and more.”
Reorienting a business toward reuse may avoid unintended consequences such as finding other raw materials, such as cutting trees by manufacturers to meet the guidelines of the legal text. higher. “Instead of simply giving ‘out’ by making things more recyclable or compostable, we need to accelerate the transition to a circular economy. ”
A refill and reuse system can also be profitable for your business, he adds. “Brands can make the returns process an additional offline touch point after purchase that drives sales, retention, loyalty, and more. All that matters for direct-to-consumer brands.”
gain momentum
Brands already committed to reducing plastic use welcome the bill. Everlane says he has eliminated 90% of virgin single-use plastic from his supply chain by transitioning to recycled plastic poly bags and recycled fibers in apparel, among other changes, adding that the brand Katina Boutis, Sustainability Director at , said they are working on the rest. “We hope that Senate Bill 54 will support us in developing solutions for the last 10% of our goal – trim and elastane. By spurring much-needed innovation,” she says. “Many of the remaining virgin plastics in these areas require material innovations that are not currently available on a large scale.”
Some companies have already found alternatives or methods to avoid common waste-generating products. According to CMO Claudia Allwood, Hailey Bieber’s beauty brand Lord, which launched in June, isn’t offering samples.
In 2020, Credo switched from all single-use plastic, including sample packets and other items such as sheet masks. “The item lasts only a few seconds, but it could last for hundreds of years,” he says Davis. They now have travel-size jars made from upcycled, plastic-free materials that they encourage customers to refill when they want to try new products. The quest for sustainable ways to sample products goes beyond the material itself.
