Chanel Parfums Beauté and g.pivaudran have pioneered a groundbreaking shift in the cosmetic industry with the introduction of the first-ever mascara line encased in recycled aluminium. Unveiling this eco-conscious innovation at the Paris Packaging Week on January 17th and 18th, 2024, the new primary packs of Chanel’s “Le Volume,” “Le Volume Révolution,” and “Le Volume Stretch” mascaras now feature 10% to 20% post-consumer recycled (PCR) aluminium, varying based on the decor models.
**Long-Term Commitment to Sustainability**
This remarkable achievement marks the culmination of extensive research spanning several years, dedicated to integrating recycled aluminium into the packaging of luxury cosmetic products. Since 2018, Chanel, g.pivaudran, and Constellium have collaboratively conducted numerous trials in this domain.
According to g.pivaudran, the trials aimed to address three key uncertainties: the technical feasibility of transforming recycled aluminium through deep stamping, the behavior and aesthetic appeal after anodization, and the ability to maintain the quality of decoration.
“The challenge of creating an object with a high degree of technical complexity, utilizing deep stamping on standard aluminium while meeting Chanel’s stringent quality standards, was successfully met. The results received approval from the technical and quality-assurance teams, acknowledging the intensive pre-trial work conducted by our teams,” stated g.pivaudran.
**Three Innovative Formats**
Approval from Chanel Parfums Beauté’s packaging quality teams paved the way for the production of three new mascaras that incorporate recycled aluminium, contributing to a reduced environmental footprint.
Marc Pivaudran, CEO of g.pivaudran, expressed gratitude to Chanel for allowing them to support the brand in a strategy aligned with their own image, promising continued collaboration. Furthermore, additional eco-friendly initiatives with Chanel Parfums Beauté are anticipated throughout 2024.