The idea behind SEVA, the new glass concept developed by the Pochet Group is to use post-consumer perfume bottles to give birth to new perfume bottles. SEVA stands for Solution Ecoresponsable, Vision d’Avenir, French for Ecoresponsible Future Vision and Solution.

Selected glass cullet

To produce a very high quality glass meeting the specifications of their customers while including recycled glass in the manufacturing process, Pochet du Courval - the Pochet Group glass-making arm - has set up a recycling scheme entirely dedicated to perfume glass bottles. As the scheme only recycles white glass perfume bottles, Pochet can introduce 10% of external cullet [1] into its manufacturing process. This proportion adds up to the internal cullet that Pochet du Courval already reintroduces within its usual manufacturing process.

Viktor & Rolf limited edition made of SEVA glass by Pochet du...

Viktor & Rolf limited edition made of SEVA glass by Pochet du Courval

"Our aim with SEVA was to provide our customers with a solution to reduce the environmental footprint of the final product while maintaining the aesthetic appearance of our glass. This is why we have set up a closed-loop recycling scheme for high-end perfume bottle," said Pierre Dehé, CSR Direct at Pochet. "This allows us to maintain a high-end quality of glass, while putting in place a virtuous cycle," he added.

Viktor and Rolf bottles

The first bottles using the SEVA concept were co-developed in partnership with L’Oréal, for Viktor and Rolf, one of the group’s licensed perfume brands. Two bottles containing 10% of recycled glass exclusively derived from recycled high-end perfume bottles were produced for the Bonbon and Flowerbomb latest limited editions. This allowed Pochet du Courval to made a significant improvement in the environmental footprint of its glass while preserving the brilliance and transparency of the glass.