User Perception of Refillable Packaging for Use in Cosmetic Products

The present study aimed to assess the introduction of refillable packaging at cosmetic company, considering the material's sustainability, technical and behavioral factors, and market availability. Two cosmetic products that presented a greater possibility of refillable packaging were selected: a modulating gel and a moisturizer. A preliminary assessment conducted by three Brazilian cosmetic companies and six packaging suppliers led to selecting five types of flexible packaging as refillable options. Potential users of refillable packaging assessed these options and the habitual packaging via an electronic questionnaire disseminated nationwide. It was found that 75.1% of the interviewees were familiar with refillable packaging. Women, individuals with higher education levels (graduates or postgraduates), and those living in Southern Brazil exhibited more sustainable behavior. 63.7% of the women cleaned packaging before discarding it, while 82.7% of postgraduates and 100% of those consulted in the southern region dumped recyclable and non-recyclable waste separately. However, price was the most influential factor (92.7%) in purchasing refillable packaging products, which tend to be lower than the product in its original packaging. SWOT analysis showed that cosmetic products can be packaged in refillable packaging: standard stand-up pouch and stand-up pouch with cap, both made of the same material since monomaterial packaging is more favorable for recycling.