Exploring rigid packaging alternatives
A study exploring mono-materials as an alternative to existing multi-material laminates could influence PZ Cussons’ packaging strategy. Mark Glover speaks to the project’s architect Samantha Keylock GradIMMM.
The final part of the PIABC Diploma in Packaging Technology is a research project. Aimed at reflecting learning from the course, students are encouraged to look within their own workplace for project ideas.
For Samantha Keylock, Packaging Development Manager at PZ Cussons, her study into alternative laminates would earn high commendation from the course’s tutor and could potentially benefit her employer’s packaging strategy.
A portfolio that consists of personal healthcare and consumer goods, including hand soaps and shower gels, the majority of PZ Cussons’ packaging is in rigid plastic bottles, something Keylock was keen to re-evaluate.
‘I wanted to explore the world of flexible packaging to see if this was something we could tap into more,’ she says. ‘However, it’s well-known that the majority of flexible packaging has been un-recyclable for years, so I wanted to ensure if we were to switch from rigid bottles to flexibles, it was for the right reasons that benefit the business, consumer and the environment.’
Keylock’s study evaluates the suitability of existing laminate packaging and explores mono-materials to establish whether they could mirror the performance of the existing bottles.
Performance to perception
If the materials are to be successful, Keylock explains, they need to hold liquid formulations, have no impact on the product in any shape or form and offer a user experience that is unhindered by the new material. She established a set of monitoring factors, ranging from performance to perception. ‘We considered the amount of plastic reduction from a rigid bottle to the flexible laminate structure, how the multi-layer laminates performed against mono-materials, as well as the compatibility of our own formulations,’ she says. ‘We also assessed how the difference in material may impact the visual aesthetics of the packaging.’
Keylock knew a multi-material and mono-materials comparison would return different performances. Key to accuracy, she says, was thoroughly calibrating the testing equipment – a reel-fed horizontal form fill and seal machine – beforehand. ‘It required an extensive amount of line trials to test different machine set-ups and parameters to allow us to properly evaluate the different materials against our list of success criteria,’ she recalls.
Testing methods include product and packaging compatibility and stability, as well as burst testing – the most important test for flexible packaging where the material is pressurised with gas or air until it bursts. To help with customer adaption, user trials ensure the change in materials does not impact the consumer experience.
Roll-out
The testing process proved successful and it is hoped, following further trials, including large-scale production testing, that PZ Cussons will aim to launch the new, recyclable material in line with their plastics promise commitment. The original launch date has been postponed due to the Coronavirus pandemic.
As well as contributing to the firm’s sustainability promise – the manufacturer hopes to reduce its volume of plastic use by 25% by 2025 – Keylock says the research has provided other benefits to the company’s materials testing programme. ‘We have also gained a lot of knowledge from testing and trialling a new material which has not previously been used much within the business,’ she says.
The move could be a sea change not only for PZ Cussons but for flexible packaging as a whole, which remains scarce on supermarket shelves compared to its more ubiquitous rigid counterpart. Similarly, Keylock admits that prior to testing, her own knowledge of the material was limited but she filled gaps through a process of networking and external research. ‘I’ve learnt a lot about a new packaging format that I had not previously been exposed to during my career,’ she says. ‘I’ve looked at flexible packaging across its entirety. From the benefits of the material, our UK recycling infrastructure, and networked across the industry with experts to understand the challenges the material still faces if it is to overtake rigid packaging as the norm for the types of products we see on the shelves today.’
Making waves
With so much focus on re-useables, refills, recyclable packaging and materials, it’s finally being recognised we cannot continue to design packaging the way we see it in today’s day and age.
Born in Hong Kong, Samantha Keylock came to the UK in 2008 to study Industrial and Product Design at The University of Leeds. Having worked at Unilever, she is now PZ Cussons’ Packaging Development Manager, a role she has held for over four years. Here she shares some thoughts on her career so far and the sector she works in.
What do you enjoy about the packaging industry?
Seeing projects you’ve worked on come to life on shelf in stores.
What was your first job in packaging and what opened your eyes to it as a career?
Working for the Global Packaging Team at Unilever in the Deodorants Category. I studied Product Design at university so I knew I wanted my career to take a more technical path to understanding how to design products that not only looked great but could run down the manufacturing lines, and Unilever was the perfect fit for that.
What is the most important thing you have learnt?
For me, the importance of material selection for your packaging and the many other factors for consideration such as carbon footprint, recyclability in the current UK infrastructure, consumer perception of it being an ‘eco’ material and cost, are all elements we should be thinking about in the early stages of development.
A prime example being the metal versus plastic debate. Plastic is now being seen as the villain in the packaging industry and many companies are switching back to metal such as aluminium for being infinitely recyclable. But if we all switched back to metal tomorrow, what impact would that have on our planet?
What do you hope to achieve in your career?
To work in different sectors of the packaging industry to gain more experience in other packaging materials, machine and processes. I’ve only worked in Fast Moving Consumer Goods so far, so I hope at some point in the future to move into maybe the pharmaceutical, food or beauty industries for my next challenge.
Why should others consider a career in packaging?
I think it’s an exciting time to be in packaging at the moment. We have the potential to really shape the future of the sector. With so much focus on re-useables, refills, recyclable packaging and materials, it’s finally being recognised we cannot continue to design packaging the way we see it in today’s day and age.
We know this from things like the Plastics Tax coming into effect in 2022, and how more and more pack formats are emerging with recycled content. What we do today will pave the way for a new generation of packaging. So it’s definitely an interesting time to be working in this industry.
