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LVMH Using Eastman's Cristal Renew for Dior Launch

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Eastman's Cristal Renew copolyester will be used for the Dior Addict Lip Maximizer packaging.

LVMH Perfumes & Cosmetics, a division of LVMH, is using the Eastman Cristal Renew copolyester for its Dior Addict Lip Maximizer packaging, launching this summer.

Eastman and LVMH will continue to work together on sustainable packaging solutions across LVMH's family of brands, with additional adoptions expected over the next several months.

Eastman's circular recycling technologies produce resins from mixed waste plastic rather than fossil-based feedstocks. These molecular recycling technologies reportedly divert waste plastic from landfills, give waste plastic new life and reduce greenhouse gas emissions relative to traditional production.

Hélène Valade, LVMH environmental development director, said: "Our collaboration with Eastman marks a critical milestone towards progressively eliminating fossil-fuel-based plastics from our packaging. With our recently published Life 360 program, we made the decision that our packaging will contain zero plastic from virgin fossil resources in the years ahead. Eastman's innovative molecular recycling technologies are playing a crucial role in helping LVMH achieve our sustainability targets. We are at the very beginning of our journey to meet our targets. With our first deadline in 2023, we need solutions that are available now and at a global scale, ensuring our customers experience these benefits immediately."

Scott Ballard, vice president and general manager, specialty plastics, Eastman, said: "LVMH is staking out a leadership position among luxury brand houses by taking bold action to achieve environmental excellence. We are proud to be working with LVMH and to provide the technology and products that will help them deliver on their circular economy goals."