Axilone partners with Dior to supply sustainable fragrance packaging
This move reflects the brand’s commitment to minimizing its environmental impact while upholding the elegance and functionality that are expected in high-end beauty products.
FRANCE – Parfums Christian Dior, part of the LVMH Group, has joined forces with Axilone, a leader in luxury beauty packaging, to introduce post-consumer recycled (PCR) rare earth magnets for its Sauvage fragrance bottles and caps.
This move reflects the brand’s commitment to minimizing its environmental impact while upholding the elegance and functionality expected in high-end beauty products.
The recycled rare earth magnets will be integrated into 60 mL and 200 mL Sauvage bottles, setting a precedent for responsible packaging in the prestige beauty sector.
Magnets are commonly used in bottle packaging to create a “click-effect” that conveys security and luxury, but most are made from neodymium, a rare-earth metal whose extraction has a high carbon footprint.
Philippe Renault, innovation and packaging development director at Parfums Christian Dior, stated, “Magnets represent 2.5% of the weight composition of a fragrance such as Sauvage. However, they represent almost 25% of the material carbon footprint of the same fragrance because of their very high specific emission factor.”
According to Axilone, its new solution utilises certified 100% post-consumer recycled rare earth elements with 30% recycled content, resulting in a 40% reduction in carbon emissions compared to traditional perfume packaging, while preserving key magnetic properties and ensuring long-term reliability.
Laurent Fontaine, Sales VP at Axilone, said, “There is now no doubt that the new luxury has to be sustainable.”
“It was therefore completely natural, yet challenging, to bring this magnetic approach to life with Parfums Christian Dior.”
Recently, Avantium joined forces with Dior to introduce Releaf, a fully plant-based polymer known as PEF (polyethylene furanoate), into its packaging lineup.
Avantium N.V., a pioneer in renewable and circular polymers, collaborated closely with LVMH Recherche over the past three years to bring this innovative material to life.
Under LVMH’s offtake agreement, Parfums Christian Dior will become the first luxury cosmetics brand to incorporate Releaf into its primary packaging.
Releaf is a fossil-free, fully recyclable polymer designed to provide robust protection for formulations while maintaining product integrity.
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