Avantium will supply plant-based PEF packaging for LVMH perfumes and cosmetics

Avantium and LVMH Group signed an agreement to secure a fixed volume of plant-derived, fully recyclable polymer polyethylene furanoate (PEF) for their cosmetic packaging.

While Avantium’s new FDCA flagship plant is currently under construction; the company claims it is the first commercial plant in the world to produce furandicarboxylic acid (FDCA) from plant sugars. FDCA is essential to the creation of PEF, which is supposed to be a stronger and more protective material than regular petroleum-based plastic. This would lead to superior product protection and less packaging required.

PEF packaging trials for LVMH beauty brands such as Parfums Christian Dior, Givenchy Parfums and Guerlain have reportedly been successful. Packaging products in this material should encourage a wider introduction of PEF in the cosmetics market and contribute to a circular economy.

Claude Martinez, Executive Chairman and Managing Director of the Beauty Division of the LVMH group, comments: “As part of our social and environmental strategy “LIFE 360” (LVMH Initiative for the Environment), LVMH Beauty is always on the lookout for materials durable with superior performance. for our luxury products. The environmental and performance characteristics of PEF are unique and meet our sustainable packaging goals without any compromise on quality.

“We are thrilled to partner with Avantium and help enable the commercial introduction of PEF into the cosmetics market.”

Tom van Aken, CEO of Avantium, adds: “We are delighted that LVMH has adopted PEF as a sustainable solution for its cosmetics packaging. We look forward to supporting LVMH’s “LIFE 360″ sustainability strategy and the company’s goal of zero plastic from virgin fossil raw materials, while providing high-quality, innovative packaging material that consumers luxury products from LVMH can expect”.

News of the deal follows LVMH’s participation in the PEFerence consortium coordinated by Avantium earlier this year. The flagship project facilitated cooperation between various leading brands and value chain partners to encourage the commercialization of PEF.

Avantium has also partnered with Paboco and the paper bottle community to produce the Generation 2.0 fiber bottle for the Carlsberg Group.

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