FRANCE – Dow to partner with LVMH Beauty on the development of sustainable packaging solutions for the latter’s luxury perfumes and cosmetics products.
Through its planned collaboration with Dow, LMVH Beauty will replace a portion of its plastic packaging with bio-based and recycled alternatives.
In doing so, it intends to advance its sustainability initiatives while maintaining the quality and functionality of its luxury products.
Claude Martinez, executive president and managing director of LVMH Beauty said: “At LVMH, with our Life 360 program, we made the decision that our packaging will contain zero plastic from virgin fossil resources in a near future.”
Made from chemically recycled bio-based and plastic waste feedstock, respectively, Dow’s SURLYN™ ionomers are set to be used in the production of plastics.
Raw materials such as used cooking oil are expected to be used as bio-based feedstocks, with waste residues or by-products from alternative production processes thought to prevent the overconsumption of land resources and competition with the food chain.
The SURLYN™ Ionomers will then be used to manufacture perfume caps and cosmetic cream jars throughout the year.
Dow says that the materials are expected to maintain the premium aesthetic of previous packaging designs while contributing towards the reduction of LVMH’s carbon footprint.
“Collaborating with Dow in developing sustainable SURLYN™ is key as this material is used in some of our iconic perfumes, starting with GUERLAIN La Petite Robe Noire. It is helping LVMH achieve our sustainability targets without any compromise on quality,” added Martinez.
Karen S. Carter, president of Dow’s packaging & specialty plastics department said: “Creating a circular economy takes every player in the value chain to commit to ambitious goals and challenge the status quo. Dow looks forward to supporting the sustainability journey of a leading global luxury brand.”
Dow hopes that the collaboration will contribute towards its recently announced target of commercializing 3 million tonnes of circular and renewable solutions every year.
Meanwhile, LVMH Group previously signed an agreement with Avantium to secure a fixed volume of plant-based PEF to package its perfume brands, including Parfums Christian Dior, Givenchy Parfums, and Guerlain.
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