Chanel and G.Pivaudran have teamed up for the large-scale launch of the first recycled aluminum mascara with Chanel Parfums Beauté. G.Pivaudran will present this mask during Paris Packaging Week on January 17 and 18, 2024.
The masks have a PCR (Post Consumer Recycling) ratio of between 10% and 20% depending on the decoration of the model.
Firmly convinced of the need to include a greater proportion of PCR in the aluminum used in luxury product packaging, while respecting the demanding standards for which Chanel is renowned, G.Pivaudran and Constellium have led, since 2018, a series of essays in this area.
The main uncertainties resided in three points:
- The technical ability of this new material to be transformed by deep stamping and maintain the quality of smooth or brushed decoration, in line with the matte or glossy appearance of the range.
- Behavior and aesthetic result after anodization,
- The ability to guarantee the stability of the raw material despite the addition of recycled materials.
The challenge of creating an object that already has a high degree of technical complexity and uses deep stamping on standard aluminum, perfectly respecting Chanel's exacting quality standards, was successfully met.
There are three formats of Chanel Mascara Volume made with recycled aluminum: “Volume”, “Volume Revolution” and “Volume Stretch”.
