LVMH uses Eastman’s Cristal Renew in Dior Addict Lip Maximizer to eliminate virgin plastic

07 Jun 2021 --- LVMH Perfumes & Cosmetics is collaborating with global specialty material provider Eastman to develop packaging that will eliminate the use of virgin plastic from its product lines. Moreover, LVMH is partnering with Canopy to support forest conservation.

LVMH’s Dior Addict Lip Maximizer will hit shelves this summer, featuring cosmetics packaging made possible through Eastman’s molecular recycling technologies. 

In particular, the launch will employ lip cosmetics packaging from the company’s Cristal Renew copolyester portfolio of packaging solutions, which feature 30 percent certified recycled content.

The recycled content is achieved by allocating the recycled waste plastic to Eastman Renew resins using a mass balance process certified by the International Sustainability and Carbon Certification.

Parfums Christian Dior is the first of LVMH’s major historic houses to introduce Eastman. 

Continuous collaboration
LVMH says it will continue to work with Eastman on environmentally sustainable packaging solutions, with additional adoption expected over the next several months.

“Our collaboration with Eastman marks a critical milestone toward progressively eliminating fossil-fuel-based plastics from our packaging,” says Hélène Valade, LVMH environmental development director.

Cristal Renew copolyester with 30 percent certified recycled content will hit shelves this summer via LVMH’s Dior Addict Lip Maximizer.“With our recently published LIFE 360 program, our packaging will contain zero plastic from virgin fossil resources in the years ahead.”

Introduced in late 2020, Eastman’s portfolio of sustainable resins for cosmetic packaging builds on its knowledge of the cosmetics industry.

“Eastman’s molecular recycling technologies are playing a crucial role in helping LVMH achieve our sustainability targets,” notes Valade. 

“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.”

Mixed waste plastic
Eastman’s Advanced Circular Recycling technologies produce resins from mixed waste plastic rather than fossil-based feedstocks. 

These molecular recycling technologies repurpose plastic waste destined for landfills and reduce greenhouse gas emissions relative to traditional production.

With Eastman’s technologies, brands can meet their targets for recycled content and “maintain the premier aesthetics and function that luxury consumers expect.”

“LVMH is taking a leadership position among luxury brand houses by taking bold action to achieve environmental change,” supports Scott Ballard, vice president and general manager, specialty plastics at Eastman. 

Eastman’s molecular recycling technologies divert waste plastic from landfills to give waste plastic new life.“We are happy to be working with LVMH and to provide the technology and products that will help them deliver on their circular economy goals.”

In the same spirit, The Estée Lauder Companies (ELC) and Eastman announced a global memorandum of understanding (MOU) enabling ELC to reach its 2025 sustainable packaging goals. 

Canopy partnership
LVMH is also partnering with environmental not-for-profit Canopy to further strengthen its commitment to forest conservation.

Canopy has a 20-year track record of harnessing the purchasing influence of large brands to advance environmental protection and transform supply chains.

Canopy’s Pack4Good and CanopyStyle fashion initiatives work in partnership with brands to change supply chains, save forests and bring alternative solutions from the margins of the marketplace to the mainstream. 

LVMH’s Pack4Good and CanopyStyle commitments continue this growing trend, set ambitious targets, prioritize innovation and apply to all of its iconic 75 Maisons.

Supply chain focus
LVMH’s commitments include ensuring its supply chains for paper, paper packaging and fabrics are free of fiber sourced from the world’s ancient and endangered forests by the end of 2022.

Moreover, it includes influencing its supply chains to protect the world’s remaining forests and endangered species habitat and forward the Free, Prior and Informed Consent of communities and Indigenous rights and title.

In addition to ensuring its paper, packaging and fabric supply chains are free of fiber from the world’s most vital forests, LVMH and its Maisons will also support the development of next generation solutions. 

These circular economy alternatives include smart design as well as game-changing innovations, such as the use of agricultural residues, recycled textiles and microbial cellulose to manufacture paper, packaging and textiles instead of endangered forest fiber.

Edited by Kristiana Lalou