Chanel's new Chance bottles to be embellished in aluminium rather than brass

Chanel is committed to reducing its environmental impact by introducing more eco-friendly product ranges. As part of this effort, the Chance eau de toilette range will now feature an anodized aluminium strip instead of the conventionally used galvanized polished brass.

To create these strips, Chanel has collaborated with g.pivaudran, a French manufacturer that specializes in developing aluminium parts for the perfume, cosmetics, and spirits industries.

The new Chance bottles will feature anodized aluminium, which is both lightweight and highly recyclable, instead of galvanized varnished brass that was previously used for the flagship oval design.

This change in material also eliminates the need for chemicals used in the galvanizing process. The metal strips are produced in the southwest of France by g.pivaudran and assembled by glassmakers in France and Italy who partner with the brand.

The perfume packaging expert g.pivaudran remarked: “This change, which is admittedly unnoticeable by consumers, nevertheless represents a strong symbolic gesture by Chanel in its eco-responsible transformation, stripped of any ostentatiousness as well as being both effective and practical.”

The production of aluminium strips for Chance bottles posed several challenges for g.pivaudran's teams. They had to use their expertise to shape a delicate 0.6mm aluminium strip that would fit perfectly around the curved bottle while maintaining its shiny appearance. This required both flexibility and precision in the manufacturing process.

Chanel is launching these new bottles in the 100 ml version, while all other sizes will feature an anodized aluminium strip by 2024. g.pivaudran has taken over the production of these strips for all fragrance sizes (35 ml, 50 ml, 100 ml, and 150 ml).

The company believes this achievement highlights aluminium's potential for eco-friendly and design-focused packaging solutions, including those made from 100% recycled aluminium, which they offer to premium and luxury brands.

The CEO of g.pivaudran, Marc Pivaudran, declared: “Our expertise allows us to shape aluminium in a host of manners, to assembly a range of materials and resolve the current requirements of our clients. Aluminium, by its very nature, is eco-responsible, can be endlessly recycled, is lightweight and suitable for multiple uses, and forms our response to the desire for added value by luxury brands.”

At the upcoming Édition Spéciale by Luxe Pack trade show in Paris on June 7-8, 2023, g.pivaudran is destined to showcase an extensive collection of products crafted in collaboration with esteemed clients.