The Netherlands-headed Avantium N.V., a leading technology company in renewable chemistry, has announced that it has reached an agreement with a world luxury goods leader to further explore the potential of Avantium’s 100 percent plant-based, recyclable polymer polyethylene furanoate (PEF), as a sustainable packaging solution for beauty brands.
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With iconic brands such as Moët, Hennessy, and Louis Vuitton, LVMH Group and Avantium have agreed to further explore the potential of Avantium’s 100 percent plant-based, recyclable polymer PEF as a sustainable packaging solution for LVMH beauty brands.
To this end, LVMH Beauty will be the first luxury cosmetic company to join the PEFerence consortium, further enabling the commercial introduction of PEF to the Cosmetics market.
We are pleased with the decision of LVMH to join the PEFerence consortium, demonstrating the importance of our mutual work to develop packaging solutions for a circular and sustainable future. We look forward to continuing and expanding our collaboration with LVMH Beauty for many years to come, commented Tom van Aken, CEO of Avantium.
Replace fossil-derived polymers
Coordinated by Avantium, the PEFerence consortium aims to replace a significant share of fossil-based polyesters with the novel, sustainable polymer PEF.
PEF is a plant-based, highly recyclable plastic, with superior performance properties compared to today’s widely used petroleum-based packaging materials.
Joining the PEFerence consortium supports the ambitions of LVMH Group’s social and environmental strategy “LIFE 360” (LVMH Initiative for the Environment), and the company’s target of zero plastic from virgin fossil feedstock.
LVMH Beauty is always looking for sustainable materials with superior performance for our luxury products as part of our sustainability strategy. The environmental and performance features of PEF are unique and very promising to meet our sustainable packaging goals, which is why LVMH Beauty decided to join the PEFerence consortium. Together, with the other PEFerence consortium partners, we aim to shape this next-generation, fully circular, and sustainable packaging material, said Claude Martinez Executive President and Managing Director, Beauty Division of LVMH Group.
Facts
About PEFerence
The PEFerence consortium is a consortium of reputable industrial companies and brand owners: LEGO System AS, Henkel AG & Co. KGaA,, Spinverse Innovation Management Oy, Tereos Participations SAS, ALPLA Werke Alwin Lehner GmbH & Co. KG, nova-Institut für politische und ökologische Innovation GmbH, Nestec SA, Carlsberg Group, OMV Machinery Srl, Worley, Kebony AS and Avantium. This project has received funding from the Bio-based Industries Joint Undertaking (BBI JU) under the European Union’s Horizon 2020 research and innovation program under grant agreement No 744409. The JU receives support from the European Union’s Horizon 2020 research and innovation program and the Bio-based Industries Consortium.
