Kevin Murphy is Adopting Waste-Reducing Ocean Plastic Packaging
Laura McQuarrie — October 9, 2018 — Eco
References: kevinmurphy.au & fastcompany
Plastic items can take up to 1,000 years to break down in landfills, which means that every piece of plastic that has ever been produced is still in existence—and Kevin Murphy is committed to making a difference by making its bottles from 100% recycled ocean plastic packaging.
Just last year, Kevin Murphy himself witnessed the pristine beaches he visited become covered in plastic and set out to clean up the oceans and create a circular supply chain. This new brand initiative aims to spark a dialogue on safe packaging disposal, as only about 9% of the world's plastics are recycled.
Although it seems that many environmentally conscious brands are sourcing ocean plastic, the process is still relatively new and incredibly costly—about five times more expensive than using virgin plastic. As Murphy notes, "We have swallowed a lot of the cost ourselves to make this happen but we feel the issue is so important to the future of the planet that we need to make that sacrifice."
Just last year, Kevin Murphy himself witnessed the pristine beaches he visited become covered in plastic and set out to clean up the oceans and create a circular supply chain. This new brand initiative aims to spark a dialogue on safe packaging disposal, as only about 9% of the world's plastics are recycled.
Although it seems that many environmentally conscious brands are sourcing ocean plastic, the process is still relatively new and incredibly costly—about five times more expensive than using virgin plastic. As Murphy notes, "We have swallowed a lot of the cost ourselves to make this happen but we feel the issue is so important to the future of the planet that we need to make that sacrifice."
Trend Themes
1. Recycled Ocean Plastic Packaging - The trend of using 100% recycled ocean plastic packaging for products, such as haircare, is a disruptive innovation opportunity for environmentally conscious brands.
2. Circular Supply Chain - The trend of creating a circular supply chain by using recycled ocean plastic in packaging presents a disruptive innovation opportunity for brands to reduce waste and contribute to environmental sustainability.
3. Safe Packaging Disposal Dialogue - The trend of sparking a dialogue on safe packaging disposal through the use of recycled ocean plastic packaging encourages brands to address the issue of plastic waste and promote responsible consumer behavior.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry can tap into the disruptive innovation opportunity of using recycled ocean plastic packaging to attract environmentally conscious consumers and reduce their environmental footprint.
2. Packaging Industry - The packaging industry can seize the disruptive innovation opportunity of incorporating recycled ocean plastic materials into their products, contributing to waste reduction and promoting sustainable packaging solutions.
3. Environmental Advocacy Organizations - Environmental advocacy organizations can leverage the trend of using recycled ocean plastic packaging to promote awareness about plastic pollution and advocate for solutions that address the issue.
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