Packaging Index (PAX) for shampoos & conditioners – 10 packages in comparison
Part 2 of our new blog series: this time we compare the packaging of ten shampoos and conditioners in terms of their performance, sustainability and design. Who comes out on top in which of these three assessment dimensions? And who achieved the highest overall Packaging Index (PAX) and is therefore our winner? The products analysed are Alpecin, Balea Professional Silberglanz, Balea Professional Ultimate Volume, Head & Shoulders, Langhaar Mädchen, Nature Box, Nivea Hyaluron, Pantene PRO-V, Plantur 39 and Syoss Men.
The 3 evaluation dimensions briefly presented
Performance: The focus here is on several performance features that are important for retailers and consumers as well as in terms of disposal. We consider eight criteria from the areas of POS performance, product protection and usage.
Sustainability: The focus is on sustainability features that are relevant for recycling and environmental protection. We consider five criteria from the areas of material, construction and labelling.
Design: The focus is on design features that relate to the presentation of the specific item on the one hand and the brand on the other. We consider eight criteria from the areas of product presentation, brand staging, artwork and structural design.
Assessment dimension Performance – and the winners are…</strong Nivea Hyaluron and Alpecin!
The performance comparison was won by Nivea Hyaluron and Alpecin with 272.5 points each, closely followed by Head & Shoulders with a PAX of 260. All three packages are characterised by a striking shape that sets them apart from the competition at the POS.
Further findings from the performance comparison
– Some closures proved to be somewhat sharp-edged when opened and more difficult to operate. This limits convenience.
– The tube and dispenser from Balea leave a lot to be desired in terms of residual emptying. High marks are awarded for this in the test.
– The bottles used are mainly extrusion-blown HDPE bottles with the lid on top.
– Transparent PET bottles, upside-down tubes with the cap at the bottom and dispensers are used relatively rarely.
Evaluation dimension sustainability – and the winner is…
Balea Professional Ultimate Volume!
The tube of Balea Professional Ultimate Volume Shampoo achieved a PAX of 290 in the sustainability assessment dimension, with two main advantages over the other products: Firstly, the weight of the packaging feels lighter and secondly, the special packaging shape automatically reduces the volume as it is emptied, which is an advantage when it comes to disposal. The top 3 also include Pantene PRO-V with 277.5 points and Syoss Men with 262.5 points.
Further findings from the sustainability comparison
– In the case of Syoss Men, the clearly visible and understandable sustainability messages on the packaging stand out.
– The packaging for Nature Box and Long Hair Girls is made from a mix of materials, which reduces recyclability.
Evaluation dimension design – and the winner is…
Nivea Hyaluron!
In terms of design, Nivea Hyaluron impresses first and foremost with its unique packaging shape and clearly emphasised USP: Hyaluron as a moisturiser. The striking presentation of the brand and all the graphic elements, from the colours to the illustrations and typography, are also impressive. All in all, this results in packaging that encourages purchase and absolutely deserves its high PAX of 360. The second-placed product – Nature Box – is relatively close behind with 327.5 points. Rank 3 belongs to Head & Shoulders with a PAX of 325.
Further findings from the design comparison
– The brand presentation of all shampoos and conditioners in the comparison was successful.
– Many of the products in our test do not communicate their USP and application well enough. These key features are often not clearly recognisable or are difficult to discover and/or understand. Alpecin, for example, only refers to its most important added product value – the caffeine it contains – on the back of the packaging.
Overall winner in the PAX comparison of shampoos and conditioners
At the top in two out of three evaluation dimensions and in the midfield in terms of sustainability: this strong performance gives Nivea Hyaluron a relatively clear first place in our shampoo packaging comparison. With a PAX of 880, the product outperformed Head & Shoulders by 47.5 points and Pantene PRO-V by 70 points. The packaging of the second and third-placed products are in the top 5 in all evaluation dimensions and are therefore rightly on the podium.
With a PAX of 592.5, the dispenser of Balea Professional Silver Shine Shampoo is in last place, which is due to its poor performance in the areas of sustainability and design. Immediately ahead of it are Langhaar Mädchen with 655 points and Syoss Men with 702.5 points. Places 4 to 7 are occupied by Alpecin, Nature Box, Plantur 39 and the tube from Balea, each with a PAX between 700 and 800.
Conclusion of our Managing Director Christoph Waldau
“The Nivea bottle is the winner of all the packaging analysed because it is highly convincing in terms of performance and design. The high design PAX is particularly noteworthy.
The Balea dispenser scored comparatively few points. It has clear weaknesses in terms of sustainability and design, meaning that it falls massively in the overall rating.
On the other hand, we classify the other Balea product tested – the tube – as the most sustainable packaging. The use of mono-material, the relatively low overall weight, the very good recyclability and the communication on recycling are decisive factors here.
What we generally notice is that many manufacturers now use recycled materials from the yellow bag for their packaging. This is therefore no longer a unique selling point, but can already be interpreted as the industry standard.”
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