L'Oréal has the audacity to use paperboard tubes for its cosmetics
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As part of its sustainable development program, Sharing Beauty With All, the cosmetics giant has taken several measures in favour of the planet, both on the naturalness of its formulas and on more respectful packaging. L’Oréal is now also waging a war against plastic. Its latest innovation, a cardboard tube made in collaboration with the pack manufacturer Albéa should be launched next year.
By 2020, 100% of L’Oréal’s products will have an improved environmental or social profile. Optimizing packaging is an essential lever to achieve this objective. The multinational therefore worked with Albéa to make a cellulose tube.
"Since 2007, we have been committed to improving the environmental footprint of our packaging. Today, we are taking another step forward with this new certified paper-based technology," said Philippe Thuvien, Director of Packaging and Development at L’Oréal. “Our objective is to quickly finalize this new technological solution in order to launch the first models on the market in 2020, after a test phase in April. Initially, the tubes may contain facial and body care.”
It is not surprising that L’Oréal has approached Albéa to try to find alternatives to plastic.
For more than 15 years, the packaging manufacturer has been committed to CSR and has sought to be part of a circular economy approach.
“We have a wide range of packaging that is increasingly environmentally friendly,” says Gilles Swyngedauw, Albéa’s CSR, Innovation and Marketing Director. “The challenge is to accelerate the development of innovative responsible solutions, to dare to break codes, to aim for breakthrough.”
Determined to show off its green paws, L’Oréal is also a partner in ...