international marketing

Basmah Alhumayyani - Nouf Alessa - Laura Kheimi

Making Kiehl’s Shampoo Bottles More Environmentally Friendly

Environmental Profile: Cork Packaging

552 million shampoo bottles end up in landfills every year.

It is proposed that Kiehl’s could use cork packaging to entirely eliminate the use of plastic.

Its environmentally-friendly credentials make cork an ideal packaging option for Kiehl’s shampoo bottles.

Cork has been previously used by Lush to package shampoo bars. Because it is water-resistant, it could be used to package a variety of Kiehl’s products.

   The problem with environmentally friendly packaging is that it often makes products more expensive than those packaged in plastic.

But it has been found that consumers are increasingly keen to purchase products that use eco-friendly packaging.

To this end, a 360° communication campaign has been developed to change consumers’ perceptions and encourage them to purchase Kiehl’s new cork-packaged cosmetics.

Changing Consumer Behavior