A Melbourne-based climate technology company that helps brands to navigate packaging sustainability and compliance has teamed up with Australian cosmetics giant Mecca to use AI to change the way the beauty retailer’s packaging data is collected, analysed and reported across its operations.
The partnership will see Phantm, which was founded by its CEO and co-founder Elliot Costello in 2020, work closely with Mecca to develop “the most comprehensive packaging data assets” for the company using the tech startup’s AI-enabled platform.
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In addition, Mecca has access to its full packaging picture through the platform and can utilise Phantm AI, an image-assisted tool that provides instant insights into packaging materials, formats and weights from one simple image.
Phantm AI converts various data sources, such as images, PDFs and supplier specifications into a structured and queryable database.
This means packaging and procurement teams are able to see their full packaging footprint, allowing them to act quickly on opportunities for design improvement, compliance and sustainability.
Phantm helps businesses see the bigger packaging picture
Speaking with SmartCompany, Costello says Mecca is making huge strides towards better packaging and Phantm’s technology can help the retailer make better decisions.
“Most importantly, Mecca will benefit from three things by partnering with Phantm, and that’s identification of cost reduction opportunities, identification of waste reduction opportunities, and the ability to reduce risks, specifically compliance risks,” Costello says.
Mecca sustainability manager Ricardo Pinto confirmed Phantm is helping Mecca build a structured packaging data asset that not only reduces complexity in an uncertain regulatory landscape but accelerates packaging innovation across its portfolio.
Phantm has worked with Amazon, David Jones, Unilever, Danone, Qantas, Mutti and Thankyou Group.
The startup has a team of 10 staff members who are all based in Melbourne.
For Phantm, the ultimate goal for the partnership is to ensure Mecca remains the most competitive organisation possible.
“Mecca is growing rapidly. It’s very exciting to see some of their growth plans, not only in Australia, but abroad,” Costello says.
“So we want to keep the competitive advantage there for Mecca, and by using our technology, Mecca will not only understand all the materials in a supply chain, but it will have the ability to access data in minutes, not months. So that on-demand information and data gives them the opportunity to remain competitive and also best in class.”
According to Costello, collecting accurate packaging data at scale has traditionally been one of the biggest friction points for brands.
However, AI has allowed the packaging technology company to change that.
Costello says the Phantm team believes packaging data is the most undervalued asset of every business.
“We all care about the product, so what’s inside the packaging, but very few businesses actually think about what the product comes in, and most brands use too much packaging or the wrong packaging,” he says.
“Now, with compliance becoming a reality, and with EPR (Extended Producer Responsibility) being rolled out around the world, all of a sudden, collecting and managing packaging data is super important for all brands. It’s not just necessary, it’s required.”
Costello added collecting packaging data is actually quite hard for businesses, as they usually have to ask suppliers who don’t always respond or want to give out the information.
“So we’ve given that autonomy and control to brands to understand their packaging data in an instant,” he says.
