FRANCE – The beauty and skincare brand, L’Occitane, has collaborated with Albéa to revamp the packaging of its 30ml iconic hand cream collection starting with the shea butter version to be launched in January 2024.
The transition from a laminated (ABL) tube to a Greenleaf tube, which integrates the OctoTop opening system, enables recyclability while reducing the overall weight of the tube by 23% compared to the current version.
L’Occitane and Albéa Tubes have reached a new milestone in their cooperation with the relaunch of their best-selling 30ml shea butter hand cream.
The all-plastic laminate and APR-certified Greenleaf solution, featuring a multilayer sleeve made of HDPE, replaces the previous Aluminum Barrier Laminate tube. The new solution reduces the number of materials from five to two and the number of components from three to two.
For the cap, L’Occitane relied on Albéa’s EcoTop technology with OctoTop, a 2-in-1 flip-top closure system featuring the iconic octagonal shape of L’Occitane. This design eliminates the need for a peel seal.
The closure system is made of HDPE, which allows the entire tube to be recycled in existing PE recycling streams in France, Europe, and the United States.
This ambitious custom project required two years of co-development and is based on a certified Life cycle analysis (LCA) that assesses the reduction in environmental impact of the new tube solution in several categories compared to the current one.
David Bayard, R&D Packaging Director at L’Occitane, said, “In our CSR strategy, reducing the CO2 impact of our products is one of our primary commitments, and we aim to tackle it through innovative solutions that create a significant impact.”
“Weight reduction and recyclability were therefore at the heart of this project, leading us to simplify the tube as much as possible without compromising on aesthetics and functionality. On the contrary, the OctoTop enhances the functionality of the tube for our customers.”
Isabelle Sery, Sales Director at Albéa Tubes, added, “L’Occitane did not hesitate to reconsider and redesign its most iconic packaging to promote circularity. We are extremely proud of this significant achievement in our shared journey.”
The tubes are produced for L’Occitane by Albéa Argonne in France and will be launched at the beginning of 2024.
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