LVMH Perfumes & Cosmetics chooses Eastman Cristal™ Renew to begin elimination of virgin plastic

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01 Jun, 2021, 12:41 GMT

Dior Addict Lip Maximizer is the first luxury product featuring Cristal Renew to hit shelves

KINGSPORT, Tenn., June 1, 2021 /PRNewswire/ -- LVMH Perfumes & Cosmetics, a division of luxury powerhouse LVMH, today announces its collaboration with global specialty material provider Eastman (NYSE: EMN) to develop packaging made possible through Eastman's molecular recycling technologies.

This image opens in the lightbox — Dior Addict Lip Maximizer is the first luxury product featuring Eastman Cristal Renew to hit shelves.

Parfums Christian Dior is the first of LVMH's major historic Houses to introduce Eastman Cristal^™ Renew copolyester, with 30% certified recycled content,* for its Dior Addict Lip Maximizer packaging that hits shelves this summer. Eastman and LVMH will continue to work together on sustainable packaging solutions across LVMH's family of distinguished brands, with additional adoption expected over the next several months.

"Our collaboration with Eastman marks a critical milestone towards progressively eliminating fossil-fuel-based plastics from our packaging. 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," said Hélène Valade, LVMH environmental development director.

"Eastman's innovative molecular recycling technologies are playing a crucial role in helping LVMH achieve our sustainability targets," said Valade. "We are at the very beginning of our journey to meet our targets. 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."

Introduced in late 2020, Eastman's portfolio of sustainable resins for cosmetic packaging builds on its long history of innovation and knowledge of the cosmetics industry.

Eastman's groundbreaking Advanced Circular Recycling technologies produce resins from mixed waste plastic rather than fossil-based feedstocks. These innovative molecular recycling technologies divert waste plastic from landfills, give waste plastic new life, and reduce greenhouse gas emissions relative to traditional production.

With Eastman's technologies, brands can meet their ambitious targets for recycled content right now and maintain the premier aesthetics and function that luxury consumers expect.

"LVMH is staking out a leadership position among luxury brand houses by taking bold action to achieve environmental excellence," said Scott Ballard, vice president and general manager, specialty plastics, Eastman. "We are proud to be working with LVMH and to provide the technology and products that will help them deliver on their circular economy goals."

Visit eastman.com/circular for more information on Eastman's efforts in the circular economy and Eastman Renew materials.

*The recycled content is achieved by allocating the recycled waste plastic to Eastman Renew resins using a mass balance process certified by ISCC.

About Eastman
Founded in 1920, Eastman is a global specialty materials company that produces a broad range of products found in items people use every day. With the purpose of enhancing the quality of life in a material way, Eastman works with customers to deliver innovative products and solutions while maintaining a commitment to safety and sustainability. The company's innovation-driven growth model takes advantage of world-class technology platforms, deep customer engagement, and differentiated application development to grow its leading positions in attractive end markets such as transportation, building and construction, and consumables. As a globally inclusive and diverse company, Eastman employs approximately 14,500 people around the world and serves customers in more than 100 countries. The company had 2020 revenues of approximately $8.5 billion and is headquartered in Kingsport, Tennessee, USA. For more information, visit eastman.com.

About Parfums Christian Dior
Christian Dior described himself as a fashion and perfume designer. The House of Dior, founded in 1946, changed the face of ladies' style forever when its New Look was unveiled in the halls of 30 Avenue Montaigne on February 12, 1947. The revolutionary look was accompanied by a fragrance, Miss Dior, the finishing touch designed to "leave a trail of desire in a woman's wake." This timeless perfume was the first fragrance created by a visionary brand which invented the concept of global beauty with its Rouge Dior and subsequent cosmetic lines, then pioneer skincare lines such as Capture Totale or Dior Prestige. The current-day trustees of this legendary expertise – François Demachy, Dior Perfumer-Creator, Peter Philips, Creative and Image Director for Dior Makeup, and Dior Science – are the heirs to Christian Dior's perfectionism. The worldwide renown of the House's creations is partly down to its seductive muses, including Charlize Theron, Natalie Portman, Jennifer Lawrence, Gisèle Bündchen, Cara Delevingne, Johnny Depp and Robert Pattinson.