NATIVE PLASTIC FREE DEODORANT

PACKAGING DESIGN | CAMPAIGN ART DIRECTION

Across 2019 and 2020, personal-care brand Native witnessed a 900% social-media spike in the call for plastic-free packaging. Responding to that obvious demand, Native introduced Plastic Free, a paperboard-packaged product that the brand estimates will help reduce landfill waste by up to 169 tons per year.

Especially when it comes to sustainable environmental issues, the customer is talking, and brands that listen are winning their spend. Native matched its new product to the idea of personal care that is also careful to protect the world around us, and its first successful initiative has become the opportunity to expand the story to all its packaging in every product category. By listening to social signals, Native now stands for something sustainable in significant ways — and the collaborative move makes for loyal customers.

The 2021 Glossy Awards honor companies and campaigns that have helped define the worlds of beauty and fashion over the past year. The finalists highlight key stories of growing businesses working tirelessly to reach millennials and Generation Z — critical audiences whose values differ sharply from previous generations. Rather than looking to stand out, younger consumers are more curious about where fashion and beauty brands fit into the world around them. At the top of that list are questions about sustainability, transparency and technology.

I’m personally very inspired by brands like Native who are pioneering innovative ways to reduce plastic waste in packaging, and scale solutions to make a great impact.