Chanel and g.pivaudran create mascaras made from recycled aluminium

The new primary packaging for Chanel's "Le Volume," "Le Volume Révolution," and "Le Volume Stretch" mascaras will incorporate 10-20% post-consumer recycled aluminum, varying by decoration style.

Long-term work

This recycled aluminum packaging milestone comes after several years of research by Chanel, g.pivaudran, and Constellium into using recycled aluminum for luxury cosmetic products. Since 2018, the companies have conducted trials to address three key uncertainties:

1. Confirming recycled aluminum's technical ability to be shaped by deep stamping.
2. Testing the post-anodization behaviour and aesthetic results.
3. Ensuring decoration quality could be maintained.

Through these collaborative trials, the partners aimed to validate recycled aluminum's viability for transforming into decorative, high-end mascara packaging while upholding luxury standards. The launch of Chanel's mascaras in recycled aluminum packaging demonstrates this research successfully overcame previous technical and quality hurdles.

“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,” said g.pivaudran in a statement.

Three new formats

 This launch of Chanel mascaras in recycled aluminum packaging was made possible by approval from Chanel Parfums Beauté packaging quality team. Their green light enabled production to move forward on three new mascaras incorporating post-consumer recycled aluminum, resulting in a reduced environmental footprint. By overcoming prior uncertainties through collaborative trials, Chanel can now offer luxury mascara packaging with sustainability benefits - marking an innovation milestone for the beauty industry. The recycled aluminum range demonstrates Chanel's commitment to lowering impacts without compromising on quality, aesthetics or luxury standards.

“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.