Chanel Parfums Beauté and g.pivaudran are collaborating on the large-scale launch of a mascara with recycled aluminum packaging. This innovation will be presented at Paris Packaging Week, January 17-18, 2024.
After several years of research into the use of recycled aluminum in the packaging of luxury cosmetics, Chanel, g.pivaudran and Constellium, the aluminum supplier, have succeeded in their gamble: include an increasing proportion of PCR material in the aluminum used in luxury packaging, while keeping Chanel's high standards under control.
The new primary packs for Chanel's "Le Volume", "Le Volume Révolution" and "Le Volume Stretch" mascaras will now contain between 10 % and 20 % of post-consumer recycled (PCR) aluminum, depending on the decor models.
"In a sector where innovation is essential, g.pivaudran is committed to helping Chanel Parfums Beauté position itself as a major player in responsible beauty, combining elegance and environmental commitment".explains g.pivaudran.
The manufacturer of metal components was able to overcome the technical challenges, ensuring in advance that the project would be carried out despite some major unknowns: the technical suitability of the material to be processed by deep drawing and to maintain the quality of the smooth or brushed decor, depending on the matte or gloss appearance at the end of the range, the behavior and aesthetic rendering during anodizing and the ability to guarantee stable raw material quality despite the addition of recycled material.
Experiments were carried out as early as 2018. "The challenge of producing a part, already technically complex in deep drawing on standard aluminum, while perfectly meeting Chanel's quality requirements, was fully met. The approvals from the technical and quality teams have come in, confirming the intensive upstream work carried out by the teams during the numerous tests".emphasizes g.pivaudran.
G.pivaudran will be presenting Chanel mascaras made from recycled aluminum at Paris Packaging Week, to be held at Paris Expo Porte de Versailles on January 17 and 18, 2024.
Other projects are underway with the Chanel Parfums Beauté teams. They will be presented in 2024.
