One overriding concept for David Lickstein, Global Head of Packaging Innovation, Sustainability and Experience at Kenvue (formerly Johnson & Johnson Consumer Health), is that “Making sure the consumer is the focal point when creating sustainable business models improves outcomes for the planet through circular design-thinking, reusability, introducing materials beyond (virgin) plastics, and other initiatives that drive tangible results.” Through the company’s Healthy Lives Mission, his team has been dedicated “to driving innovation and sustainable business practices into the products we have loved and can’t live without, for years,” but beyond that, they’ve ensured products continue to benefit the health of people and the planet.”

Here, he tells Beauty Packaging’s Jamie Matusow the details behind the sustainable packaging for some of Kenvue’s legacy products. “Now more than ever,” says Lickstein, “products must be designed with innovation and sustainability as a unified core tenet. It is now part of the framework that can help products remain on shelves for years upon years.”

Jamie Matusow: What is Kenvue’s mission as a fully independent consumer products company now that it’s been separated for a year from former parent Johnson & Johnson?
David Lickstein: At Kenvue, our purpose is to realize the extraordinary power of everyday care. When people can count on care every day, it’s powerful. At Kenvue, we believe that daily care routines and small moments of care have a profound cumulative impact on your well-being. This is the extraordinary power of everyday care. Our work is to put that power into the hands of consumers around the world and empower them to engage more fully with the world. From drawing your baby’s bath to healing scrapes and pains, to protecting skin from the sun, we exist to enable these moments of care.

JM: You have a lot of roles at Kenvue—as far as Global Head of Packaging Innovation, Sustainability, and Experience. How do you balance your responsibilities?
DL: I agree, it’s a lengthy title!  Sustainability, Innovation and Experience are intrinsically connected. Through packaging, our ambition is to elevate sustainable product innovation that delights consumers at every moment of brand engagement. That includes from being the trusted product/s you think of when preparing to shop, to making those purchases, to using the product, and the ability to easily refill or recycle.  For Kenvue, it’s about connecting human needs with our business needs, and developing science and technology as an enabler to drive sustainable growth.

JM: What is the company’s position as far as sustainable packaging? What other sustainable guidelines does Kenvue adhere to in addition to packaging?
DL: Our Healthy Lives Mission (HLM) strives to advance the well-being of both people and our planet, and sustainable packaging is core to Kenvue’s ESG strategy. We’ve set public goals and commitments to support the transition to a circular economic model including reducing virgin plastic use, creating more recyclable or refillable products, and sourcing certified or recycled paper and wood-fiber. 

In addition to packaging, we have committed to setting greenhouse gas (GHG) emission reduction targets in line with the Science Based Targets initiative (SBTi) Net-Zero Standard, and set goals to optimize the environmental performance of our products using scientific lifecycle design principles.

JM: Can you provide an example or two of sustainably packaged products?
DL: Sure, a few examples that highlight Healthy Lives Mission strategy in action recently are:

• OGX’s new packaging that is launching in multiple markets. The new design improves consumer experience with better material efficiency for ease of dispensing and formula evacuation. OGX is a great example of how our brands are driving Kenvue’s HLM commitments: the bottles are now made with up to 100% recycled plastic and the entire package is designed for recycling. It acts as a platform model to all our global brands, and paves the way for Kenvue to be a leader in superior sustainable packaging. 
• Neutrogena Gentle Foaming Cleanser is another example of a breakthrough product with less waste, and has received several industry awards. It’s made of only seven ingredients and is free from fragrances, parabens, phthalates, alcohols, mineral oil, and soap. Adding tap water to one powder concentrate creates a full-sized, luxurious foam cleanser. The reusable bottle and pump weigh 94% less than our other full-size cleansers.

“Products must be designed with innovation and sustainability as a unified core tenet. It is now part of the framework that can help products remain on shelves for years upon years.”
—David Lickstein, Global Head of Packaging Innovation, Sustainability and Experience at Kenvue

JM: What type of sustainable packaging has been most successful with your cosmetic consumers?
DL: I don’t believe there’s a single solution to accelerate sustainable packaging. We take a multi-pronged approach designing for a circular economy by innovating to reduce, replace, refill/reuse, and recover.  We lean into several initiatives that address better material selection, advanced design techniques, new format experiences, and sustainable decoration methods.  The success of different packaging solutions depends on the product requirements, consumer behaviors, and market demographics. For example, refill pouches are an established offering in certain global categories, while differentiated formats such as concentrates may attract new users in other markets.  At Kenvue, we facilitate space for innovation teams to co-create with consumers to elevate and deliver a meaningful packaging experience. 
JM: Does Kenvue offer any refill opportunities? If so, how are your customers reacting to this?

DL: Absolutely! Many of our brands offer refillable solutions and reusable packaging options. Johnson’s Baby head-to-toe wash & shampoo has launched a paper-based carton that is recyclable and uses 88% less plastics than purchasing new pump bottles each time. Our brands see refills as a growth opportunity to engage with consumers and have our products “always available” in the home.  Aveeno and Neutrogena both have resealable pouch products for body wash and face cleansing, with a spout designed to easily transfer the product from pouch into the bottle.

JM: Any particular lessons learned along the way about sustainable packaging?
DL: Putting people first is key, and creating a packaging experience that inspires consumer behavior change is the ‘holy grail’ of sustainability and what is needed to really achieve a system-level change. Early on, we learned that we need to take consumers on this journey with us through co-creating and prototyping concepts that address their needs and wants. We cannot radically change one of their favorite products and expect them to take the leap with us without delivering a personal benefit. We actively listen to consumers, and their behaviors and preferences guide our sustainable packaging innovation.  And finally, brand communication that highlights the consumer and sustainability benefit is vital.  Crafting a product story that connects to people on an empathetic level while also being efficacious helps us foster long-lasting relationships.


JM: I know Kenvue recently released its first Healthy Lives Mission report. Can you summarize the findings for us—as they relate to cosmetic products and packaging? 
DL: Being part of the team to launch our Healthy Lives Mission and contribute to the report was an exciting and proud moment at Kenvue.  As a one-year-old company, we signed the EMF Global Plastics Commitment in 2020, which is the basis for our 2025 and 2030 virgin plastic reduction, recyclable and refillable packaging goals.  As a member of the Consumer Goods Forum (CGF) Plastic Waste Coalition of Action, our design process is aligned with the CGF Golden Design Rules.  The report highlights a few of our impactful sustainable packaging innovations such as the launch of our refill pods for Neutrogena Hydro Boost that reduce 89% plastic vs. purchasing a new jar.

“Putting people first is key—and creating a packaging experience that inspires consumer behavior change is the ‘holy grail’ of sustainability. And it’s what is needed to achieve a system-level change.”

JM: What are your future goals? Where would you like to see Kenvue’s cosmetic product lines and sustainable efforts 2 years from now? 
DL: Kenvue has set an ambitious agenda through HLM that will open new pathways for packaging innovation to benefit people and planet.  A new internal assessment tool, our Sustainable Innovation Profiler (SIP), will assess how new products deliver against our HLM commitments, seeking to future-proof products by promoting the adoption of sustainable ingredients and packaging materials. 

Externally, the packaging industry has an opportunity to deliver breakthrough sustainable innovation together, where Kenvue embraces the need to collaborate across the value chain.  External partnerships and consortiums are a great opportunity to scale more sustainable materials, create new consumer experiences at home and at retail, and work together on waste prevention and circular design models.

About the Author
David Lickstein is a passionate and dynamic R&D leader with 20 years of international consumer products experience, and is currently Global Head of Packaging Innovation, Sustainability, and Experience at Kenvue.