Packaging can also be seen as high-value goods that should be reused as often as possible. This is demonstrated by the multitude of examples of multi-use packaging in the food and beverage sector and far more. Using high-quality recyclable packaging materials and the multi-use solutions implemented in return systems are being emphatically supported by the packaging and retail industries and are in demand with consumers.
Gift packaging is, in general, produced to be of such high quality that it can definitely be used multiple times. Typical gift packaging includes hinged boxes, boxes with removable lids, pillow boxes, bag boxes or sleeve boxes. Boxes with handles and bottle cases are also popular and can often be reused.
PRESENTS PACKED IN CLOTH
LUSH decided to go in a completely different direction with its packaging concept. It is offering its customers cloth wraps as gift packaging. They have called these cloths knot wraps. They can be used as gift wrap for the popular bath bombs, soaps, shampoo bars and many other items, and can then be reused as a scarf or headscarf, a headband, a shopping bag or even as a game. This packaging technique is based on furoshiki, which are popular in Japan. Furoshiki are cloths used to wrap gifts creatively using a variety of different knots. LUSH shows us how to do this in video tutorials (https://de.lush.com/tag/knot-wrap-how) in which experts show us how gifts can be elegantly kept under wraps (quite literally) in a flash. Products which contain high levels of fat or grease should be protected with a layer of greaseproof paper before they are packaged in a knot wrap.
The colourful fabrics for the knot wraps, some of which are limited edition, are either made from organic cotton or recycled plastic bottles. The company, which was founded in 1995 in the tranquil town of Poole, places great value on sustainable, socially responsible solutions and fair pay in all of its products and processes. For example, LUSH supports the Indian women’s co-operative Re-Wrap (https://uk.lush.com/article/re-wrap-artists-handmade-knot-wraps-indian-artisans), which teaches artisan sewing and also business management and general production processes to women from rural areas.
VINTAGE GIFT PACKAGING
When it comes to recycling, LUSH even goes a step further and doesn’t just produce new cloths from old packaging but also uses pre-made cloths for knot wraps. These vintage knot wraps are made from old scarves and other materials that have been collected and thus, another closed loop is established. Customers ordering online will be surprised by their wrap: they won’t know which pattern or colour combination they’ll receive beforehand.
Closing the life cycle: LUSH produces the vintage knot wraps from old cloths or old material. Photo: LUSH
Exchanging gift wrap
LUSH has thought up the knot wrap swap exchange programme for customers who believe variety is the spice of life. Here, cloths with the original LUSH label can be swapped for new cloths that are the same size. Returned knot wraps must be free of damage and discolouration. Once they have been returned, they are washed, ironed and are then ready for their new owners.