MECCA has partnered with packaging technology company Phantm to use AI to transform how packaging data is collected, analysed and reported.
Signing on to Phantm’s packaging intelligence platform will see the company build one of the cosmetics industry’s most comprehensive packaging data assets.
This includes using Phantm AI, an image-assisted platform that provides instant insights into packaging materials, formats and weights. The AI-enabled technology will help MECCA identify opportunities to reduce costs, waste, and emissions while strengthening its packaging performance and reporting capabilities.
Developed in Australia, Phantm AI converts various data sources, including images, PDFs and supplier specifications into a structured, queryable database. This allows packaging and procurement teams to see their full packaging footprint and act quickly on opportunities for design improvement, compliance, and sustainability.
“Reliable packaging data is fast becoming a competitive advantage,” said Elliot Costello, CoFounder and CEO, Phantm.
“For MECCA, this means faster insights, lower costs and stronger foundations for future reporting and sustainability performance.”
The partnership comes amid growing pressure on Australian brands to improve packaging sustainability and transparency.
Only around 14 percent of plastic packaging is currently recovered for recycling in Australia. As Extended Producer Responsibility (EPR) frameworks roll out globally, greater accountability is being placed on companies for the packaging they place on the market.
At the same time, Scope 3 reporting has expanded accountability beyond what businesses control to what they influence. These value-chain emissions represent around 90 percent of a company’s carbon footprint, and packaging is a critical part of that equation.
As reporting requirements tighten, brands are under growing pressure to capture accurate, consistent packaging data that can be used across multiple compliance and sustainability frameworks.
"Phantm is helping us build a structured packaging data asset that not only reduces complexity in an uncertain regulatory landscape but also accelerates packaging innovation across our portfolio. After evaluating multiple solutions, Phantm emerged as the ideal partner”, said Ricardo Pinto, Sustainability Manager, MECCA.
While initially focused on MECCA’s packaging operations, the partnership reflects a broader shift across FMCG, beauty and retail sectors, where automation and data intelligence are becoming key competitive levers.
