Chanel and Groupe Pochet to partner with MagREEsource for high-performance recycled magnets

MagREEsource, a start-up spun off from the CNRS specialising in the manufacture of high-performance magnets from recycled materials, the Pochet Group, a manufacturer renowned for its multi-material packaging range, and CHANEL Parfums Beauté have joined forces on an innovative project: to develop a fully recycled, made-in-France magnet to be incorporated into a bottle by CHANEL Parfums Beauté. This technology, unique in the world, is a first in the perfumery sector.

Made possible by patented technology developed and manufactured in Grenoble, MagREEsource magnets are made entirely from recycled materials. They meet the growing demands of the industrial sector, which is striving to reduce its environmental impact. Thanks to a circular model that recycles magnets recovered from end-of-life equipment, MagREEsource technology enables a 91%* reduction in the carbon footprint compared to a similar magnet produced from virgin materials.

In collaboration with MagREEsource and the Groupe Pochet, and driven by ever-higher standards of sustainable development, CHANEL Parfums Beauté continues to promote products derived from the circular economy. By incorporating a fully recycled magnet into one of the House’s iconic bottles, CHANEL Parfums Beauté offers a more sustainable and desirable reinterpretation. This innovative process combines excellence, environmental performance and French savoir-faire.

A partnership that strengthens the French industrial sector in support of decarbonisation and the circular economy

Designed primarily to strengthen French industrial production and thereby better control sources and supply chains, the technology developed by MagREEsource, produced locally and supported by the Pochet Group and CHANEL Parfums Beauté, is part of France’s reindustrialisation drive.

This collaboration among three strategic players is based on a circular, virtuous model, sharing common values of innovation, the preservation of French expertise, and the reduction of the environmental footprint.

“This innovation marks a decisive step for our industrial sovereignty. By mastering strategic technology such as recycled magnets on our own soil, we are strengthening our independence from global supply chains. France knows how to combine excellence, innovation and decarbonisation to build a strong, sustainable and fully controlled industry,” said Sébastien Martin, Minister of State for Industry.

"MagREEsource’s ambition is to address the challenges of resilience and decarbonisation facing the European high-performance magnet industry. Our partnership with the Pochet Group and CHANEL Parfums Beauté, which has developed over several years, has been essential in supporting our growth and building a robust manufacturing supply chain. With the forthcoming construction of our new production site, we will continue to grow whilst helping to strengthen European industrial autonomy, which is essential for numerous sectors such as wind power, robotics and electronics. Our aim is to become the leading player in magnet production in Europe,” explains Érick PETIT, President and Founder of MagREEsource.

“We are proud of this collaboration, which fits perfectly with our approach of offering our customers ever more sustainable and meaningful innovations,” emphasises Alexis GOSSET, Director of Strategic Partnerships – Groupe Pochet.

« Nous sommes engagés et convaincus chez CHANEL Parfums Beauté qu’il faut soutenir et faire passer à l’échelle industrielle une technologie pionnière de ce niveau. En collaborant avec l’agilité d’une start‑up innovante comme MagREEsource et l’expertise industrielle du Groupe Pochet, fort de plusieurs siècles de savoir-faire, des forces complémentaires peuvent se conjuguer à celles de notre Maison pour porter encore plus loin cette innovation durable. Ensemble, nous avons l’ambition d’accélérer l’émergence de solutions d’avenir. Nous sommes persuadés que croiser les énergies et interconnecter les savoirs est la meilleure manière de créer de la valeur : une valeur qui rend un parfum iconique encore plus désirable, tout en faisant évoluer les codes du luxe vers des modèles plus durables », indique Julien GARRY, Directeur des opérations - CHANEL Parfums Beauté.

*According to a comparative life-cycle assessment carried out by MagREEsource