Avantium and LVMH Group have signed an agreement to secure a fixed volume of the plant-based, fully recyclable polymer polyethylene furanoate (PEF) for their cosmetics packaging.
While Avantium’s new FDCA Flagship Plant is currently under construction; the company claims it to be the world’s first commercial plant to produce furandicarboxylic acid (FDCA) from plant-based sugars. FDCA is essential to creating PEF, which is supposed to be a stronger and more protective material than common petroleum-based plastic. This would lead to superior product protection and reduced amount of packaging required.
Trials of PEF packaging for LVMH beauty brands such as Parfums Christian Dior, Givenchy Parfums and Guerlain have reportedly been successful. Packaging the products in this material is hoped to encourage the wider introduction of PEF in the cosmetics market and contribute towards a circular economy.
Claude Martinez, executive president and managing director of the Beauty Division of LVMH Group, comments, “As part of our social and environmental strategy “LIFE 360” (LVMH Initiative for the Environment), LVMH Beauty is always looking for sustainable materials with superior performance for our luxury products. The environmental and performance features of PEF are unique and meet our sustainable packaging goals without any compromise on quality.
“We are pleased to collaborate with Avantium and help to enable the commercial introduction of PEF to 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 sustainability strategy “LIFE 360” and the company’s target of zero plastic from virgin fossil feedstock, while delivering a high-quality, innovative packaging material that the luxury consumers of LVMH may expect.”
The news of the agreement follow 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 commercialisation of PEF.
Avantium has also joined forces with Paboco and the Paper Bottle Community to produce the Generation 2.0 Fibre Bottle for Carlsberg Group.
