How might Ralph Lauren redesign its fragrance packaging to be more sustainable and eco-friendly?

Introduction

Ralph Lauren's fragrance packaging redesign presents an exciting opportunity to align with sustainability trends while enhancing brand value. I'll explore eco-friendly solutions that maintain luxury appeal, considering materials, design, and consumer behavior. My approach will balance environmental impact, cost-effectiveness, and brand consistency.

Step 1

Clarifying Questions

• Looking at Ralph Lauren's brand positioning, I'm thinking sustainability might be a new focus area. Could you share more about the company's current sustainability initiatives and how this redesign fits into the broader strategy?

Why it matters: Determines the scope and ambition of our redesign efforts Expected answer: Limited current initiatives, seeing this as a major brand pivot Impact on approach: Would focus on bold, visible changes to signal commitment

• Considering the luxury fragrance market, I'm curious about consumer expectations. How price-sensitive are Ralph Lauren fragrance customers, and how much do they value sustainable packaging?

Why it matters: Influences the balance between premium materials and eco-friendliness Expected answer: Customers expect luxury but are increasingly eco-conscious Impact on approach: Would explore premium sustainable materials and educate on value

• Examining the current packaging, I'm wondering about its iconic elements. What specific design features or materials are considered essential to the Ralph Lauren fragrance brand identity?

Why it matters: Helps maintain brand recognition while innovating Expected answer: Certain color schemes, logo placement, and bottle shapes are crucial Impact on approach: Would focus on sustainable alternatives that preserve key visual elements

• Considering the fragrance industry's supply chain, I'm thinking about potential partnerships. Has Ralph Lauren explored collaborations with sustainable packaging suppliers or other eco-friendly initiatives in the beauty sector?

Why it matters: Identifies potential quick wins and industry best practices Expected answer: Some initial conversations but no formal partnerships yet Impact on approach: Would recommend strategic partnerships to accelerate implementation