Luxury Group Lvmh Explores Bio-Based Pef Polyester Industrialisation Options With Avantium

According to the latest news, Dutch Avantium has announced that world luxury leader LVMH (Moët Hennessy Louis Vuitton, Paris, France) and Avantium have agreed to further explore the potential of the Avantium plant - based on recyclable bio-based furan polyester (PEF) - which will serve as sustainable packaging solution for the LVMH Group's high-end cosmetics brands.

The LVMH group owns several brands such as Guerlain, Bulgari, Sephora and Fourieres. To this end, LVMH Beauty will be the first luxury cosmetics company to join the PEFerence Alliance, further promoting the commercialisation of PEF into the cosmetics market.

The PEFerence Alliance, coordinated by Avantium, aims to replace most fossil-based polyesters with a new, sustainable polymer, PEF, a plant-based, highly recyclable plastic that offers superior properties (high barrier properties, etc.) compared to the petroleum-based packaging materials widely used today.

Joining the PEFerence Alliance supports the ambitions of LVMH's social and environmental strategy "LIFE 360" (LVMH Environmental Initiative) and the company's goal of achieving zero plastic from virgin fossil raw materials.

Claude Martine, Executive President and Managing Director of LVMH Beauty, said: "As part of our sustainability strategy, LVMH Beauty is always looking for sustainable materials with excellent performance for our luxury products and the environmental and performance characteristics of PEF are unique and very promising to achieve our sustainable packaging goals, which is why LVMH Beauty decided to join the PEFerence Alliance.

Together with our other PEFerence Alliance partners, our goal is to shape this next generation, fully recycled and sustainable packaging material.