PPWR: What are the implications for luxury bottles?

With the PPWR (Packaging and Packaging Waste Regulation) redefining European expectations and obligations where packaging is concerned, companies in the perfume and cosmetics industry need to rethink the design of their packaging to use more sustainable materials and reduce the volumes of waste they generate. Three questions for Samuel Joachim, Director of Innovation and New Product Development at Verescence.

What are the main objectives of the PPWR regulation?

This is new European regulation concerning packaging and packaging waste that aims to standardize and reinforce packaging requirements throughout the European Union. Replacing the 1994 directive, it now applies to all packaging types, including cosmetics packaging. The regulation was adopted by the European Parliament on January 22, 2025, came into force on February 11, 2025, and will apply to packaging sold as of 2030.

Which sections of the regulation apply to glass packaging?

There are two main sections of the regulation that apply to primary glass packaging. The first, regarding minimization, aims to reduce the amount of packaging entering the market. This includes optimizing its size and weight while preserving its effectiveness when it comes to protecting and transporting products.

The second part, regarding recyclability, requires glass packaging to be designed in such a way that it can be easily recycled at the end of its life cycle to encourage the reuse of materials. Unlike plastics, soda-lime glass already benefits from the support of an efficient and well-established recycling network in Europe. According to Close The Glass Loop, 80.8% of glass packaging in Europe is currently collected for recycling, making it one of the most efficient materials in this respect. The aim is to achieve 90% by 2030.

How does Verescence help its customers comply with PPWR requirements?

Verescence has been working on these issues for several years now by offering its customers a number of tools for eco-designing premium, sustainable bottles. For minimization purposes, the LCA tool created by Verescence in collaboration with EVEA back in 2017 compares various weight solutions for glass packaging and measures their environmental impact. Furthermore, the Glass Score can be used to assess a bottle’s weight reduction and is systematically shared with customers.

With regard to recyclability, Verescence drew up a set of guidelines in collaboration with a sorting center with a view to raising customer awareness of the impact of certain decoration options on recyclability. Finally, Verescence plays an active role in the CETIE‘s Design for Recycling group aimed at establishing a common protocol for all European glassmakers.