Avantium have collaborated with LVMH to provide recyclable packaging

Avantium, a pioneer in the industry of renewable energy, has recently signed an agreement with LVMH Group. This will mean that Avantium will provide a fully recyclable polymer polyethylene furanoate (PEF) for its cosmetics packaging, reports Packaging Europe.

PEF packaging has reportedly undergone successful trials with LVMH beauty brands like Parfums Christian Dior, Givenchy Parfums, and Guerlain. It is predicted that using this material for product packaging will encourage the wider adoption of PEF in the cosmetics industry and advance the 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 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”.

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