LVMH Perfumes & Cosmetics has joined forces with plastics material giant Eastman to develop packaging that utilises Eastman’s molecular recycling technologies. Thus, Parfums Christian Dior is the first of LVMH’s major historic Houses to introduce Eastman Cristal Renew copolyester, with 30% certified recycled content,  for its Dior Addict Lip Maximizer packaging that hits shelves this summer.
Eastman and LVMH said they will continue to work together on sustainable packaging solutions across LVMH’s family of beauty brands.
"Our collaboration with Eastman marks a critical milestone towards progressively eliminating fossil-fuel-based plastics from our packaging. With our recently published LIFE 360 program, we made the decision that our packaging will contain zero plastic from virgin fossil resources in the years ahead," said Hélène Valade, LVMH environmental development director.
"Eastman’s innovative molecular recycling technologies are playing a crucial role in helping LVMH achieve our sustainability targets," she added. "We are at the very beginning of our journey to meet our targets. With our first deadline in 2023, we need solutions that are available now and at a global scale, ensuring our customers experience these benefits immediately."
Eastman’s Advanced Circular Recycling technologies produce resins from mixed waste plastic rather than fossil-based feedstocks. These innovative molecular recycling technologies divert waste plastic from landfills, give waste plastic new life, and reduce greenhouse gas emissions relative to traditional production. Eastman introduced its portfolio of sustainable resins for cosmetic packaging in late 2020. The range aims to help beauty brands meet their targets for recycled content while maintaining the premier aesthetics and function that luxury consumers expect.
Earlier this year, The Estée Lauder Companies also announced that it is leveraging Eastman’s molecular recycling technology to reduce the environmental impact of its packaging.