Chanel and g.pivaudran have come together for the large-scale launch of the very first recycled aluminium mascara with CHANEL Parfums Beauté.
In an entirely sustainable and environmentally-responsible strategy, g.pivaudran will use the Paris Packaging Week on 17th and 18th January 2024 to present mascaras made using recycled aluminium.
With a PCR (Post Consumer Recycled) share of between 10% and 20% depending on the model décor, this success embodies the shared strategic commitment of Chanel Parfums Beauté and g.pivaudran towards the environment.
Firmly convinced of the need to include an increased share of PCR in the aluminium used in luxury product packaging, whilst properly managing the exacting standards for which CHANEL is renowned, g.pivaudran and Constellium have, since 2018, led a number of trials in this area. The main uncertainties resided in three points:
- The technical capacity of this new material to be transformed by deep stamping and maintaining the quality of smooth or brushed decor, in line with the mat or shine appearance of the range,
- Behaviour and aesthetic output following anodization,
- The ability to guarantee the stability of the raw material despite the addition of recycled materials.
The involvement and hard work of teams allowed these points to be confirmed, and Chanel, after being presented with results from these trials, quickly got on board with the approach and focused trials on transformation of the Mascara Volume range.
The challenge of creating an object, which already has a high degree of technical complexity and uses deep stamping on standard aluminium, whilst perfectly respecting the exacting quality standards of Chanel was met with success. The technical and quality-assurance teams approved the results, rewarding the intensive work carried out in advance by our teams through a number of trials.
Thanks to the technical expertise and experience in the luxury standards of CHANEL, g.pivaudran is today able to offer a high-quality product, fully respecting the development of some of the most stringent environmental standards.
In a sector where innovation is key, g.pivaudran has made a commitment towards Chanel Parfums Beauté to help it forge a place as major player in environmentally responsible beauty products, combining both elegance and environmental commitment.
Through these three formats of Mascara, namely “Volume”, “Volume Revolution” and “Volume Stretch” made using recycled aluminium, g.pivaudran will further assist in the sustainability and reduction of its environmental impact.
This choice once more bolsters Chanel’s position as leader in the movement of the luxury beauty sector towards more responsible environmental practices.
“We would like to thank CHANEL who has allowed us to support it in a strategy which so befits out own image, and which we will continue”
said Marc Pivaudran, CEO of g.pivaudran.
Indeed, a host of other initiatives are currently being led with CHANEL Parfums Beauté which will be unveiled throughout 2024.