Brands have moved well beyond paying lip service to address packaging sustainability to actively leverage plastics technologies in meaningful ways within a circular economy.
The latest example results from a collaboration by LVMH Perfumes & Cosmetics, a division of luxury powerhouse LVMH, with Eastman that draws on the global specialty material’s molecular recycling technologies.
Parfums Christian Dior is the first of LVMH's major historic Houses to introduce Eastman Cristal Renew copolyester for its Dior Addict Lip Maximizer packaging that's on shelves now in France and is available via ecommerce. The packaging is made with 30% certified recycled content, which is achieved by allocating the recycled waste plastic to Eastman Renew resins using a mass-balance process certified by ISCC, the International Sustainability & Carbon Certification.
Eastman and LVMH will continue to work together on sustainable packaging solutions across LVMH's family of distinguished brands, with additional adoption expected over the next several months.
"Our collaboration with Eastman marks a critical milestone toward progressively eliminating fossil-fuel-based plastics from our packaging,” says Hélène Valade, LVMH environmental development director. “With our recently published LIFE 360 program, we made the decision that our packaging will contain zero plastic from virgin fossil resources in the years ahead."
It’s a notable step along an eco-minded path.
"Eastman's innovative molecular recycling technologies are playing a crucial role in helping LVMH achieve our sustainability targets," says Valade. "We are at the very beginning of our journey to meet our targets. With our first deadline in 2023, we need solutions that are available now and at a global scale, ensuring our customers experience these benefits immediately."
Eastman's portfolio of sustainable resins for cosmetic packaging was introduced in late 2020.
The company’s Advanced Circular Recycling technologies produce resins from mixed waste plastic rather than fossil-based feedstocks. These innovative molecular recycling technologies divert waste plastic from landfills, give waste plastic new life, and reduce greenhouse gas emissions relative to traditional production.
With Eastman's technologies, brands can meet their ambitious targets for recycled content now while maintaining the premium aesthetics and function that luxury consumers expect.
"LVMH is staking out a leadership position among luxury brand houses by taking bold action to achieve environmental excellence," explains Scott Ballard, vice president and general manager, specialty plastics, Eastman. "We are proud to be working with LVMH and to provide the technology and products that will help them deliver on their circular economy goals."