LVMH is the latest beauty maker to package product in Eastman Renew material

01-Jun-2021 - Last updated on 01-Jun-2021 at 15:45 GMT

photo courtesy of the brand via prnewswire

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Nearly 1 year ago, Eastman introduced a new portfolio of beauty packaging materials made with a percentage of plastic that had gone through the company’s molecular recycling process. Now LVMH is putting a luxury lip product from Dior on the shelf in Eastman Cristal Renew.

It’s the first such partnership in luxury beauty for the new Eastman material. The Tennessee – based chemical company debuted its Renew line of copolyester materials in June 2020 with a material called Tritan Renew. Tritan is the name of an existing Eastman material

“Tritan’s toughness has been enabling durable, reusable products to reduce the waste from single-use materials since its introduction in 2008,” noted Scott Ballard, Vice President and General Manager for Eastman Specialty Plastics, last year when the Renew version of Tritan was announced. Learn more about Eastman’s molecular recycling technology for plastic beauty packaging here on CosmeticsDesign.com.

He went on to say that, “thanks to the rapid innovation of polyester renewal technology, Tritan Renew adds certified recycled content to its exceptional performance and delivers one of the most exciting sustainability solutions available.” And the company continues to update its plastic materials portfolio, adding in a portion of plastic recycled using molecular recycling technologies and renaming each material accordingly.

Eastman Chemical Company makes 20+ packaging materials with sustainable resin

The company now has a full portfolio of Renew-branded product packaging materials. And LVMH is the first luxury beauty maker to get product packed in a Renew material to market, the company is certainly not the first beauty maker to team up with Eastman in an effort to leverage Renew to help meet environmental sustainability goals.

As Cosmetics Design readers may recall, in late March of 2021, The Estée Lauder Companies announced plans to work with Eastman’s Renew materials. “We are excited to help [ELC] achieve their ambitious sustainability goals right now,” said Ballard. “Together, we can provide a shining example of what is possible today—not years in the future—to advance the circular economy,” as this publication reported.

LVMH opts for Eastman Cristal Renew copolyester packaging for Dior lip product

Today, Eastman announced that LVMH is packaging its Dior Addict Lip Maximizer product in Cristal Renew and that it will be in consumer hands this summer.

Renew Cristal materials are available in 30% or 50% recycled content. (Parfums Christian Dior chose the 30% for this packaging launch.) “Eastman's innovative molecular recycling technologies are playing a crucial role in helping LVMH achieve our sustainability targets,” says Hélène Valade, LVMH Environmental Development Director, in today’s media release about the new beauty packaging.

“We are at the very beginning of our journey to meet our targets,” she says, explaining that, “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.”

“Our collaboration with Eastman marks a critical milestone towards progressively eliminating fossil-fuel-based plastics from our packaging,” Valade tells the press. “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.”