The Zoe Report, by Jessica L. Yarbrough

But Glossier Play’s packaging — while perhaps a fun unboxing experience — took this all to the next level. Brand-loving Redditors were particularly concerned about the individual foil wrappers that encased the cardboard boxes that housed the products themselves. “What were they thinking?” one fan asked. Another Instagram Story post from "anonymous beauty collective" Estée Laundry highlighted the amount of packaging versus product in one order (below); a four-to-one ratio at least. Luckily, Glossier is heeding the eco-conscious call — and fast. The brand has always fostered open conversation with its customers, and after listening to concerns about sustainability, it responded to comments on Instagram confirming it will be phasing out Glossier Play’s foil wrappers over the next six months.

 

@glossierplay

 

Additionally, Glossier has discontinued sticker sheets from shipments and updated its shipping boxes to be made out of 100 percent recycled materials, a source tells TZR. The brand even promised via Instagram comments to swap out the plastic glitter used in the Glitter Gelée product in favor of a biodegradable version; and is planning to share more about its ongoing efforts in the eco-friendly space soon, the source continues. As of now, most of Glossier’s secondary packaging can be recycled (barring the plastic carton of Cloud Paint, per a tweet from the brand), including the pink pouches — which are also intended to be reused as makeup bags, pencil cases, and TSA-friendly travel pouches (they're perfectly quart-sized for a reason, after all).

The rise of the Insta-worthy “unboxing experience” definitely isn’t helping the situation. “Unfortunately, through advertising and marketing, as consumers, we’ve been conditioned to see packaging as being reflective of quality and status,” Stevens explains. “But the reality is, once unpacked, unwrapped, and opened, most packaging goes straight in the bin.”

 

 

That doesn’t necessarily mean that pretty packaging is the enemy, though. “The good news is that technology is advancing every day, offering new solutions to make it easier for brands to operate more sustainably,” Stevens says, noting that conscious consumers have the power to push environmentally-friendly practices forward. Because when you demand better from brands, as in the case of Glossier Play, progress happens.

 

Photo: Ian Dooley, Unsplash