TESEM, Groupe Pochet, and G.Pivaudran deploy BRI&Va to supply "shiny" recycled aluminium

You may not be aware, but using recycled aluminium in beauty products could decrease environmental impact by 95%. Indeed, most of the carbon emissions happen at sourcing and transformation. But the trade-off is a loss of shine in the finished product, which can be detrimental in the luxury segment.

You can read more here in our dedicated report about ALUMINIUM.

Three companies, acting in the luxury and beauty segment, have partnered together to release recycled aluminium with a better rendering and preserved shine for luxury applications.

The Pochet Group and G.Pivaudran, family-owned industrial groups, are joining forces to accelerate the deployment of BRI&Va, an innovative technology. This technology enables products made from post-consumer recycled (PCR) aluminium to achieve a shine similar to virgin aluminium. This is a major step forward in the recovery and use of recycled aluminium in the cosmetics industry. The BRI&Va innovation was born in 2022. Driven by a desire to transform the use of
recycled aluminium in a sustainable way, TESEM is providing the market with a technology capable of offering the same shine characteristics as virgin anodised aluminium. This invention is crucial as it meets the regulations required for the use of recycled materials.

After a concept phase supported by CHANEL and a patent filed by TESEM in 2023, G. Pivaudran, a company specialising in aluminium, and the Pochet Group, an industrialist renowned for its multi-material packaging offerings, are partnering with TESEM for the industrialisation phase. This partnership allows for the pooling of expertise in the service of more sustainable aluminium use
within the sector and promotes European collaboration.

Thanks to BRI&Va technology, products containing aluminium composed of up to 50% PCR will be able to meet the highest visual and tactile standards of the luxury packaging market. This represents a significant industrial challenge: combining aesthetic excellence with environmental responsibility.

"Being innovative isn't just about having good ideas and creating new products and processes. TESEM's innovation also applies to initiating strong future collaborations between all players in the value chain. BRI&Va is a clear example of this: we invited the Pochet and G. Pivaudran groups to join an ambitious project currently underway, which is also supported by CHANEL. Thanks to our open-minded approach, we want to offer industry players an effective solution capable of meeting the market's growing expectations in terms of decarbonization," explains Susana Santos, Director of Innovation at TESEM.

“CHANEL is very proud to support such an ambitious collaborative project. Making BRI&Va available to as many people as possible sends a strong positive signal that demonstrates the relevance of a partnership at the heart of the cosmetics industry,” says Julien Garry, Managing Director of Innovation, Development & Purchasing at CHANEL Parfums & Beauté.