Packaging Development

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Packaging Development

It’s not just how beautiful a lipstick makes someone look and feel. It’s the pleasure a person takes from holding it in their hand, removing the cover, twisting the base, applying the shimmering color, returning the stick to the core and replacing the cover. It’s the anatomy of the package and the sensory experiences that complete a great lipstick.

World-Class Operations

Packaging in prestige beauty is paramount to the consumer’s total experience. It enhances the delivery of the product and increases its appeal. The Company maintains a world-class development operation that launches thousands of packages a year for its skin care, makeup, fragrance and hair care products. We excel at managing complexity, and our packaging innovation serves as a competitive advantage — combining visual desirability and in-use experience with technical advancements to delight our consumers.

End-to-End Packaging

From design to manufacturing, we are known for our award-winning innovation in packaging, and our ability to deliver differentiated branded products and experiences. We’ve created an end-to-end packaging organization that touches our business: from product development and R&D to suppliers and factories; from marketing and sales to counters and ultimately to our consumer. We work hand in hand with Global Supply Chain to ensure that this end-to-end process operates smoothly and efficiently.

Packaging development is organized by brand and by category (skin care, makeup, fragrance and hair care), allowing for greater up-front collaboration with R&D. We will always be brand-led, and our brands will always have unique offerings. Yet, at the same time, we can leverage innovation across the brands.

Supplier Innovation

We enjoy multidecade relationships with industry-leading suppliers who have worked with the Lauder family since the Company’s early days. The power of these partnerships and networks allows us to uniquely innovate collaboratively across our industry — from upstream ideas to downstream execution.

As part of a larger enterprise initiative to develop joint value creation with key suppliers, we also work together on a strategic basis — in all different areas of packaging materials. We bring them in at the strategy stage, or we pair them up to bring us back ideas. The exchange of ideas, capabilities, insights and assets allows both of us to achieve what neither party could do on its own.


The design and aesthetic of our packaging must reflect the prestige of our products. To meet the changing needs of consumers, we are committed to delivering products that perform well for them as well as for the environment. We continue to work on gaining a greater understanding of global consumers’ expectations for more sustainable products and related purchase motivations.

In collaboration with our supplier industry groups, we continue to explore and test the use of more sustainable materials such as plant-derived plastics, as well as new packaging formats including refills and post-consumer recycled content. We also aim to design our packaging for more effective materials recovery.

We support and encourage our packaging designers and engineers to create sustainable, elegant solutions and to remain current with emerging industry trends. Reducing our dependence on fossil fuel–derived plastic packaging materials is a meaningful way to reduce our overall impact on climate change.

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The Estée Lauder Companies' Packaging Development

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