South Korean beauty conglomerate Amorepacific may have taken a nasty stumble on its journey toward sustainable packaging.
The company has rolled out a special edition of its Green Tea Seed Serum skin care from its Innisfree brand in a package labeled "Hello I'm Paper Bottle" (sic). But beneath the paper outer shell was a thin plastic bottle, as people quickly pointed out on social media. Those consumers were not pleased and labeled it a prime example of greenwashing. (You can see a Twitter thread on the topic here.)
For its part, the company says the bottle reduces its overall plastics use and is part of a program that also uses bio-based materials, recycled plastics and refillable containers. Videos from Seoul-based Amorepacific dating from mid-2020 also show how to separate the paper shell from the plastic inner for recycling. I doubt they will get much credit for that tutorial from frustrated consumers, however.