LVMH Beauty switches to carbon-negative packaging for luxury brands

By Becky Bargh 28-Apr-2022

Origins Materials’ goods are made from wood residue, which carbon capture, dramatically reducing the group’s carbon footprint for its beauty family

Dior's fragrance portfolio will be among the brands to adopt the new eco-packs

LVMH Beauty – the beauty owner of Bulgari and Marc Jacobs – has drawn up plans to dramatically reduce its carbon footprint.

In a major milestone for the global leader in luxury, a new multi-year contract with Origins Materials will see LVMH adopt carbon-negative PET for its cosmetics and perfume brands.

Moving away from petroleum-based PET, or polyethylene terephthalate, Origins’ materials are made from wood residues, which carbon capture.

The move will dramatically reduce the carbon footprint of LVMH’s beauty family and will be adopted for its Chirstian Dior, Parfums Givenchy and Guerlain brands, as well as others.

“At LVMH, with our Life 360 programme, we made the decision that our packaging will contain zero plastic from virgin fossil resources in [the] near future,” said the company’s Executive President and Managing Director, Claude Martinez.

“Origins’ bioplastic technologies are playing a crucial role in helping LVMH achieve our sustainability targets without any compromise on quality.

“LVMH Beauty is happy to collaborate with Origins, supporting innovative technologies.”

For more than ten years Origins has been developing carbon-negative packaging, whose supply chain is said to be more stable than petroleum, which, Origins claims, is more susceptible to volatility.

“Our mission of enabling the world’s transition to sustainable materials as fast as possible is completely aligned with LVMH’s ambitious environmental initiatives,” said Origins’ co-CEO, Rich Riley.

“LVMH is a powerhouse of luxury brands, with a high standard of excellence for the environmental performance of its products.

“We look forward to helping LVMH reduce its carbon footprint and achieve its sustainability goals, while continuing to deliver superior product experiences to its customers.”

Luxury goes green

LVMH’s decision to sustainably switch up its packaging follows in the footsteps of its competitors.

For its 2021 festive line, Chanel rolled out a limited edition range of Nº5 fragrances made out of recycled materials.

The special edition pack was created by Pochet du Courval, a Living Heritage Group, which included a recycled glass flacon and biodegradable pulp box.

Carolina Herrara’s launch into colour cosmetics, meanwhile, came with refillable packs.

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Similarly, L’Oréal-owned YSL Beauty said this month it will invest in recyclable, rechargeable materials that are lighter and contain less plastic.

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