Chanel and g.pivaudran launches new collection of mascara in recycled aluminium packaging

Chanel Parfums Beauté and g.pivaudran have collaborated to introduce a groundbreaking mascara product packaged in recycled aluminium, marking a significant step in sustainable beauty practices. The latest primary packaging for Chanel's mascara line, including "Le Volume," "Le Volume Révolution," and "Le Volume Stretch," will now incorporate a portion of post-consumer recycled (PCR) aluminium, ranging from 10 per cent to 20 per cent.

The exact percentage depends on the specific decorative models chosen. This move demonstrates a commitment to environmental responsibility and aligns with the growing trend towards eco-friendly solutions in the beauty industry. The debut of this innovative product is set to be featured at the Paris Packaging Week scheduled for January 17th and 18th, 2024.

"The challenge of creating an object, which already has a high degree of technical complexity and uses deep stamping on standard aluminium, whilst perfectly respecting the exacting quality standards of Chanel was met with success. The technical and quality-assurance teams approved the results, rewarding the intensive work carried out in advance by our teams through a number of trials," said g.pivaudran.

This milestone represents the fruition of extensive research spanning multiple years on integrating recycled aluminium in luxury cosmetic packaging. Beginning in 2018, collaborative efforts between Chanel, g.pivaudran, and Constellium have undertaken various trials in this domain.

"We would like to thank Chanel who has allowed us to support it in a strategy which so befits out own image, and which we will continue," said Marc Pivaudran, CEO of g.pivaudran.

According to g.pivaudran, these trials were designed to address three primary uncertainties:

• the technical feasibility of transforming recycled aluminium through deep stamping processes,
• the performance and visual outcome after anodization,
• the capability to uphold the quality of decorative elements

Successfully resolving these uncertainties underscores the commitment to advancing sustainable practices in luxury cosmetic packaging. Approval from the Chanel Parfums Beauté packaging quality teams paved the way for initiating production for three new mascaras, integrating recycled aluminium to reduce the environmental footprint.