Drew Barrymore leads the way to sustainability with her collaboration on rechargeable housewares
Charismatic actress Drew Barrymore is linked with Grove Collaborative on a limited product line, specifically 15 items for the home. The packaging is refillable and comes with two unique scents that are sure to captivate the public.
Consumers have been willing to use environmentally friendly and rechargeable products, and there is a unique opportunity to expand their use globally. Thanks to the sponsorship of celebrities and similar organizations, more people can be prompted to get rid of unnecessary packaging and single-use items in their daily lives.
Dazzling and effervescent as the iconic Drew Barrymore
Actress Drew Barrymore excitedly announced that she was launching a line of home care products with Grove Co. These pieces are sustainably crafted and look bright, modern and are inspired by natural beauty. This collection was created to motivate others to lead a more sustainable lifestyle and reduce their use of plastic.
The Fresh Horizons range offers a variety of personal care items, from soaps and refillable washing machines to towels, candles and a biodegradable kitchen towel. Refills include dish soap, hand soap and all-purpose cleaning concentrate.
The famous celebrity’s new line has a unique feature: its commitment to the environment. This can be seen in the incorporation during its production of cheerful colors and fun prints that evoke the celebrity’s cheerful personality, as well as two exclusive perfumes inspired by islands created especially for the brand.
Grove Co, a company known for avoiding single-use plastics in its products, has now committed to eliminate all plastics from its lines and packaging by 2025. This action means that there will be no single-use plastics included in the production of its products.
Lucy Leahy, who serves as general manager at Grove Co. expressed her excitement at having collaborated with Drew to create a collection of environmentally friendly products. This compilation features modern, vibrant designs made from premium materials that provide excellent performance for both people and the planet. Happily, Grove Co. brought to life the first project created by Drew in cooperation with themselves.
Expansion of environmentally friendly packaging is on the rise
Many companies are looking to develop more environmentally friendly packaging, such as some that is reusable rather than single-use. This trend towards the expansion of sustainable and refillable packaging will enable companies to reduce their impact on the planet.
Currently, eco-friendly and reusable products have limited share within the industry. However, Grove Co. with its affordable prices and the image of celebrities such as Drew Barrymore and Jeremiah Brent, can change that. This will attract the attention and even curiosity of many consumers.
It is a proven fact that most of today’s buyers are looking for products that are refurbishable and sustainable. In addition, a 2022 study by Trivium Packaging found that 86% of those under the age of 44 are willing to pay more for these products, even if their packaging is sustainable.
Jenny Wassenaar, a representative of Trivium Packaging, raised the idea of starting to use more sustainable packaging by referring to the data presented. He went into detail to the point that metal can be used in this transition because it is an element that can be interacted with without losing quality. In this way, with a circular economy in mind, it could be reused without any setback.
A burst of nostalgia
McKinsey & Co. found in 2022 that many brands were abusing the use of disposable packaging as an advertising product, but information gathered from the research reveals that there is a technological maturity to create systems to support reusable and refillable packaging. This is clear evidence for these brands to show their environmentally friendly side and use their reusable products to generate consumer loyalty.
The environmental decontamination of plastic could be further motivated if plastic regulations are changed. The price of single-use packaging could become much higher if the UN manages to impose that polluters have to pay. The plastics treaty could even ban the use of disposable packaging altogether by having to be exempted from it.
It would appear that manufacturers would be better off betting on the creation of reusable and refillable packaging as part of their commitment to environmental stewardship. This is where innovation comes into play to achieve this purpose, and we could even take ideas from the past to help us, such as standard containers and home deliveries.
Drew Barrymore’s Fresh Horizons collection, limited to a set number of items, ranges from $5.49 to $14.99 to suit every need and taste one may have. It is available online at platforms such as Grove and Target, as well as at specific physical stores such as Meijer and Target.
