35 TEMA CENTRAL I MAIN TOPIC Design is also changing While regulation drives technical transformation, design is undergoing its own revolution. The analysis of the 2025 Pentawards reveals an interesting shift: accessibility and inclusion are beginning to take the place that sustainability held exclusively for years. The award-winning projects incorporate ergonomic closures, legible typography, tactile signage, packaging designed for people with mobility limitations, and solutions that improve the user experience without sacrificing aesthetics. Accessibility is no longer understood as an adaptation but has become a criterion of good design. At the same time, much more expressive visual proposals are resurfacing. Extreme minimalism now coexists with prominent typography, intense colors, packaging designed to generate conversation on social media, and unboxing experiences that extend the emotional relationship between consumer and brand. Packaging no longer ends with the purchase and continues to be part of the product experience. From Packaging to Ecosystem Perhaps the most important change is not technological, but conceptual. For years, packaging was developed as an independent project. Today, it must be integrated from the outset with R&D, purchasing, sustainability, regulatory compliance, operations, marketing, logistics, and communications. As we concluded from the activities held by the Beauty Cluster during Beauty Sustainability Week (June 29–July 3, 2026), decisions about a cap, a pump, a material, or a label can simultaneously affect recyclability, industrial cost, carbon footprint, regulatory compliance, consumer perception, and brand positioning. Packaging is no longer an isolated element, but rather a central piece of business strategy. Spain boasts one of the most dynamic cosmetic ecosystems in Europe and a particularly innovative packaging value chain. Because cosmetic packaging is no longer simply about protecting a formula. It’s starting to explain how a company understands innovation, circularity, and the relationship it wants to build with its consumers. Durante años el packaging se desarrollaba como un proyecto independiente. Hoy debe integrarse desde el inicio con I+D, compras, sostenibilidad, regulatory, operaciones, marketing, logística y comunicación For years, packaging was developed as an independent project. Today, it must be integrated from the outset with R&D, purchasing, sustainability, regulatory compliance, operations, marketing, logistics, and communication
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