To address the dual challenge of eco-design and premiumization in luxury packaging, three leading aluminum processors for the perfume and cosmetics sector are joining forces instead of duplicating efforts to develop separate solutions! Under the leadership of Chanel Parfums & Beauté, Tesem, G. Pivaudran, and the Pochet Group will combine their expertise to accelerate the integration of recycled materials into aluminum components used for perfume caps, lipstick tubes, and makeup compacts.
Technical advance
Tesem’s BRI&Va solution will serve as the foundation for future industrial developments. Since 2022, the Spanish company has been refining a process that enables the incorporation of substantial amounts of post-consumer recycled (PCR) aluminum [1] into high-end packaging, while preserving the same gloss and finish as virgin anodized aluminum.
After a concept phase supported by Chanel and a patent filed by Tesem in 2023, the participation of these three manufacturers is expected to speed up the adoption of PCR aluminum in luxury packaging. The goal is to lower the environmental footprint while upholding the highest visual and tactile standards.
"We want to offer industry players an effective solution capable of meeting the market’s growing expectations in terms of decarbonization," explained Susana Santos, Director of Innovation at Tesem.
In practice, Tesem provides the market with a technology that enables packaging components made with recycled aluminum to match the brilliance of those produced from virgin aluminum, while delivering a significantly lower environmental impact. This innovation also positions the industry ahead of future regulatory requirements on recycled content in packaging.
Industrial scale-up
“The BRI&Va technology enables us to overcome the technical limitations encountered when designing certain products using recycled aluminum. Using this technology, which complements the one we already have, our goal is also to jointly develop solutions that can be applied to other future industrial processes," said Marc Pivaudran, President of G. Pivaudran.
Aluminum offers numerous advantages. Infinitely recyclable, it naturally supports circularity through well-established collection and recycling systems, at least in Europe, helping to reduce carbon footprint. Its cool touch, durability, and decorative potential also make it a material of choice for premiumization. Yet, incorporating post-consumer recycled (PCR) aluminum has long faced aesthetic challenges — particularly preserving its shine, a decisive factor in the luxury sector. That is why BRI&Va technology represents “a major step forward for our industry,” noted Alexis Gosset, Strategic Partnerships Director at the Pochet Group.
As part of this cooperation, the three partners maintain their "strategic and commercial independence," added Gosset.
“Chanel is very proud to support such an ambitious collaborative project. Making BRI&Va available to as many people as possible sends a strong positive signal that demonstrates the relevance of a partnership at the heart of the cosmetics industry,” concluded Julien Garry, Managing Director of Innovation, Development & Purchasing at Chanel Parfums & Beauté.
In 2024, Chanel Parfums & Beauté and G. Pivaudran unveiled the first mascara packaged with 10% to 20% post-consumer recycled (PCR) aluminum, depending on the model.
