You are here


Albéa's CRP activity


Voice of experts
Big team

CRP and Post-Covid Beauty

As with Albéa's other activities, the Cosmetic rigid packaging (CRP) business suffered from the effects of the coronavirus pandemic. Nevertheless, it is getting ready for the resumption of business and intends to contribute to the creation of tomorrow’s beauty industry. Explanations with Anne-Laure Linage, CRP Marketing Manager.


Can you present the CRP activity? 
CRP covers a wide range of products, from make-up to perfume caps, skincare and personal care bottles and pots. It currently has 13 production sites worldwide, located in 10 countries. CRP gathers around 7,000 employees and represents nearly 40% of Albéa's turnover. We are known for our ability to develop standard and customized packaging, in line with our commitment to sustainable development.  


What was CRP's situation during confinement?
Our plants and production were impacted, as well as our customers. Business has slowed down sharply, notably due to the halt in sales linked to the confinement measures taken around the world, which have led to store closures and a certain distrust felt by consumers. However, we have reinforced health and safety measures in our plants, and the sites have largely continued to operate. I would like to underline the tremendous mobilization of our teams to ensure the production expected by our customers, without compromising the demand for quality and service.


Does the CRP have to transform itself to get through the sanitary crisis?
We are constantly transforming our products, services and industrial offer to adapt to technical and technological innovations, but also to integrate customers and consumers’ expectations. With our Creative Marketing team, which highlights our offer according to market trends, we have observed an acceleration of consumer trends thanks to COVID-19, impacting, for example, the beauty sector on the categories of products consumed, but also on the place of purchase. A few examples:
We are preparing our plants for the recovery of the economic activity. We are producing smaller quantities as some launches are postponed or projects are reduced. But this trend can also be explained, and this is prior to Covid-19, by consumers' expectations for constantly having new products and by the emergence of slow beauty, which translates into locally manufactured products with a longer lifespan. CRP and our clients have every interest in opting for the regionalization of offers in response to the transformation of the consumer into a "consumer's actor", to demands for faster delivery and more local products.


Precisely, what is your vision of the future of CRP and post-Covid beauty? 
To become a modern and responsible leader, we must accompany our clients in their transformation. We need to convince them that each pack in the post-COVID world must be designed to be even more sustainable and recyclable. I am optimistic about the response that Albéa and CRP will bring to the challenges posed by the future crises we will be facing. Tomorrow, the world of beauty will be marked by the exacerbation of certain trends such as the transformation of make-up into make-up and care or the rise of healthy and natural formulas in packs capable of protecting them before the first opening and throughout their lifespan. In a post-crisis world that needs to be reinvented, the CRP activity has a key role to play. We are aware of this and are ready to take up all these subjects.