Kanebo Japan Selects Eastman Cristal One for Skincare Lotion Packaging
Japanese cosmetics brand Kanebo chose Eastman's Cristal One IM812 PET resin for its new Generating Essentials Treatment Lotion cap. The material provides specific aesthetic and performance qualities, aligning with Kanebo's brand philosophy and demonstrating a proactive step towards packaging recyclability for products sold primarily in Asia.
Kanebo Adopts Specialty PET Resin for New Skincare Product
Kanebo, a Japanese cosmetics brand, has selected Eastman’s Cristal One IM812 specialty PET resin for the packaging of its new Generating Essentials Treatment Lotion. The material is used for the product’s cap. Shinsuke Magai, a Kanebo designer, stated the packaging aims to convey both refinement and progression.
This design choice aligns with the brand’s stated philosophy of supporting skin through different life stages, rather than focusing solely on anti-aging claims. The brand sought a design that embodies this approach.
Meeting Aesthetic and Performance Standards
Kanebo required the thick-walled black overcap to meet stringent performance and aesthetic criteria. Eastman reports that Cristal One IM812 delivered a deep, high-quality black finish with a specific gloss level. The material also enabled a subtle gradient effect, transitioning from opaque black to a more translucent shade at the cap's top.
Shota Kawasaki, a Kanebo packaging engineer, confirmed the material passed drop-impact testing and maintained mechanical strength after post-mold painting. He noted that Cristal One IM812 proved the best match for their needs after evaluating several candidate materials for performance, processing, and finish.
Proactive Sustainability Choice for Asian Market
Cristal One IM812 is an injection-moldable resin designed to be recyclable within the PET recycling stream. RecyClass has validated the recyclability of the Cristal One range within the European PET recycling stream.
While compliance with the European Union’s Packaging and Packaging Waste Regulation (PPWR) was not an immediate requirement for this product, which is primarily marketed in Asia, Kanebo proactively selected a solution. This choice aims to meet evolving regulatory expectations and future sustainability requirements.
Tara Cary, Eastman marketing manager for cosmetics and personal care packaging, views this adoption as a demonstration of how Eastman materials can help beauty brands combine sustainability with uncompromised appearance, durability, and function.
Implications for Asian Beauty Brands
Kanebo’s proactive selection of a recyclable packaging material, despite the product’s primary market being Asia and without immediate external regulatory pressure, reveals a growing internal push for sustainability.
This approach suggests that Asian beauty brands may increasingly integrate materials designed for future global environmental standards into their product development cycles. This strategic move can prepare brands for potential shifts in consumer preferences and future regulatory landscapes across various international markets. Such choices can help ensure long-term product appeal and market access.
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