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LVMH banks on “molecular recycling technology” for cosmetics packaging
Thomas Reiner | 06.08.2021
Plastic remains under pressure to present solutions in times of circular economy. When a big player like LVMH gets going, it impacts an entire segment. Luxury goods group LVMH has partnered with Eastman to develop packaging that uses “molecular recycling technology.” Eastman’s “Advanced Circular Recycling Technology” produces resins from mixed plastic waste. “Parfums Christian Dior” will be the first LVMH house to use the “Cristal Renew Copolyester” material, which has a certified recycled content of 30 percent.
Luxury goods company LVMH is launching new packaging that uses Eastman’s “Advanced Circular Recycling Technology.” Called “molecular recycling technology” by the specialty materials supplier itself, the process produces resins from mixed plastic waste instead of fossil raw materials. “Parfums Christian Dior” will be the first LVMH house to use the “Cristal Renew Copolyester” material, which has a certified recycled content of 30 percent.
LVMH sees the collaboration with Eastman as a key milestone on the way to gradually eliminating fossil sources in the plastics used in its packaging. The luxury goods group is under pressure. It needs quick solutions to avoid putting the first of its self-imposed plastic avoidance deadlines in jeopardy.
Ultimately, it’s the same in the luxury goods sector as in the other segments: anyone working with plastics has to deliver answers – preferably immediately. The move by a big player like LVMH will have a signal effect in the industry.
Eastman’s process and material
- The process, which Eastman itself calls “innovative molecular recycling technology,” resins mixed plastic waste.
- Eastman calls the material produced “Cristal Renew Copolyester.” It has a certified recycled content of 30 percent, with the recycled content achieved by assigning the recycled waste plastic to Eastman Renew resin using an ISCC-certified mass balance process.
- Eastman says its molecular recycling technologies aim to keep plastic waste out of landfills, give plastic waste a new life and reduce greenhouse gas emissions compared to conventional production.
- The company also stresses it can help brands with the very challenge of finding quick solutions. Brands can achieve their ambitious recycled content goals now without sacrificing aesthetics and function.
LVMH under pressure
- In its recently published “LIFE 360” program, LVMH Group has committed to stop using plastic from fossil sources in its packaging in the coming years.
- In order not to break the first deadline in 2023, LVMH needs quick solutions, which the “Cristal Renew Copolyester” is now expected to bring, among other things.
- The material will find its first use in the “Dior Addict Lip Maximizer” packaging, which will hit the shelves in summer 2021.
- Parfums Christian Dior is the first of the LVMH houses to rely on the innovation. It is part of the LVMH Perfumes % Cosmetics division.
- Eastman and LVMH are already working on other packaging solutions for the entire family of LVMH brands. Further launches are already expected in the coming months.
Committed to plastics.
In times of sustainability and circular economy, users of plastic are under special scrutiny. Plastic obliges – to come up with quick solutions to reduce its use, make it superfluous or make it suitable for recycling. The use of recycled material is a viable option. When a big player like LVMH takes this path and uses innovative technology to do so, it sends out a signal to the industry. We will soon see more innovative solutions in the luxury cosmetics segment as well.
