According to Sylvie Borau, Professor of Marketing at the Toulouse Business School, “perceived quality” is one of the main barriers to low-energy packaging, without multiple, excess containers (although sometimes necessary to protect the product) This belief is deeply rooted in our psyche, she explains: “The more expensive the product, the more layers of packaging there will be. It may have as many as five or six layers of packaging. It could be a small glass jar of cream, which is then wrapped in fabric, before being placed in a cardboard box.” Material thickness also has an impact, as does the use of color or “pure” white, which requires the use of chemicals. However, perceptions are changing. In 2018, a study conducted by IFOP demonstrated that natural products now symbolize efficacy for over half of consumers.