In March, we launched the Natura Campus Challenge in Flexible Packaging, aimed at receiving solutions to enable the recycling of flexible packaging in the form of stand-up pouches and developing new proposals for the evolution of this packaging, maintaining its positive aspects and addressing its challenges.
The stand-up pouch is used in the packaging of the SOU line, a new sub-brand of Natura composed of daily use bath and hair products that invites a new way of consuming, with much pleasure and less waste. To promote this new type of consumption, SOU innovates and finds solutions that optimize and bring efficiency throughout the production cycle, valuing what is essential and reducing environmental impact.
The packaging of this product line, known as stand-up pouch, is minimal, made of flexible film, and uses 70% less plastic than conventional market packaging, generating three times less waste. As a result, the environmental impact is also considerably reduced (60% less CO2 emission than conventional packaging).
Although many benefits have been achieved, there is still an opportunity for evolution. Despite being made of plastic, a recyclable material, there is still no structured recycling chain for the pouch, mainly because it contains a mixture of materials in its composition, which was necessary to give the packaging the properties that ensure the product's integrity until it reaches the consumer. Currently, there is no clear technical application for this post-consumer material, and the packaging is not prioritized for collection by cooperatives, showing a low recyclability rate. Thus, Natura identified an opportunity to create a space for collaboration and the search for solutions in an open manner with scientific communities to advance this aspect in our society.
Therefore, the challenge involved two phases: the first, to receive solutions for pouch recycling, with a submission deadline that ended in April 2013, and the second, to develop projects for the evolution of the packaging, which concluded in June 2013.
The proposals were received through the Natura Campus portal. More than 650 people accessed the challenge page on the Natura Campus portal, and 17 projects were submitted.
The benefits, the maturity of the presented technology, its potential for application, and the degree of innovation were evaluated.
For Phase I - Recycling of the packaging, the submitted projects did not meet the requirements established in the call for proposals.
Below, learn about the approved project for Phase II – Evolution of the packaging
The project was recognized for its innovative approach, involving new materials and biodegradable potential.
As recognition, the proponent will be awarded a registration for participation in the Sustainable Packaging Forum in Saint Pittsburgh, which will be held in the United States from September 11 to 13, 2013.
With this challenge, we had an opportunity to learn about new technologies and competencies from different institutions, such as universities, research centers, and companies focused on packaging issues.
The challenges not only yield short-term demands but are also a tool to identify and accelerate the formation of networks for potential partnerships in the future.
All participants will receive feedback on the evaluation of their submitted proposals via the registered email.
We renew our satisfaction with everyone's participation in this process and reinforce our desire to continue expanding ways of interaction to identify opportunities and synergies in research and innovation.
We invite everyone to stay connected to the Natura Campus Program through our portal and social media, and to follow new collaboration opportunities.
