The debut collection centers on LV Rouge, a lipstick range consisting of 55 shades, symbolically aligning with the Roman numerals “LV.”
ThePackHub
These innovations demonstrate significant progress in reusable packaging, contributing to waste reduction and circular economy practices. They highlight the growing trend of businesses aligning sustainability with consumer convenience, with promising adoption rates and environmental benefits.
Louis Vuitton introduces refillable lipstick packaging
French fashion house Louis Vuitton, part of the LVMH group and headquartered in Paris, has unveiled its first beauty line, La Beauté, featuring refillable packaging designed by a German industrial designer. The debut collection centers on LV Rouge, a lipstick range consisting of 55 shades, symbolically aligning with the Roman numerals “LV.” The line includes 27 satin and 28 matte finishes, with formulations incorporating shea butter and hyaluronic acid for texture and hydration. The refillable lipstick cases are monogrammed and positioned as luxury keepsakes, retailing at $160 (£125), while refill units are priced lower to encourage reuse. Each lipstick is also lightly fragranced with notes of mimosa, jasmine, and rose, developed by Louis Vuitton’s in-house perfumer. The refillable format extends beyond lipsticks, with eight refillable eyeshadow palettes scheduled to follow, retailing at $250 (£196) with $93 (£73) refills. These gold-toned circular compacts contain four shades and integrated mirrors. The refillable concept reflects increasing industry movement toward sustainable luxury packaging, with design emphasis on craftsmanship, permanence, and reusability rather than disposable formats. By adapting refill technology to high-end beauty, Louis Vuitton aims to align its established tradition of artisanal design with consumer expectations for both luxury presentation and reduced environmental impact. The line will be distributed globally through 116 Louis Vuitton stores and online.
The new glass bottles feature a UV-blocking opaque coating to preserve the oil’s quality and freshness, alongside a removable pop-up spout for controlled pouring.ThePackHub
Graza adds refillable glass bottle option for premium olive oil range
Graza, a California-based olive oil brand known for its single-origin, extra virgin products, has introduced recyclable and refillable glass bottles for its signature “Drizzle” and “Sizzle” oils. This packaging expansion complements the brand’s original squeezable format and is designed in response to growing consumer preference for traditional glass containers in food products. The new glass bottles feature a UV-blocking opaque coating to preserve the oil’s quality and freshness, alongside a removable pop-up spout for controlled pouring. Graza’s commitment to sustainability is reflected in the bottles’ reusability and full recyclability. This move aligns with broader industry trends toward sustainable packaging, particularly in premium food categories. The brand also continues to emphasise product transparency by including harvest dates and single-varietal sourcing information on each bottle, appealing to home cooks and culinary professionals seeking traceable, high-quality ingredients. The introduction of glass bottles serves to broaden the appeal of Graza’s product line without altering the oil’s composition, allowing customers to choose between functionality and traditional presentation.
The company estimates that around 10% of the cases, out of approximately 5,000 bottles sold, will be reused. ThePackHub
Charles Beaudouin adopts reuse system for shipping cartons
Charles Beaudouin, a Champagne producer based in the Marne region of France, has implemented a reuse initiative for its shipping cartons. The approach involves collecting and reusing the original cardboard shipping boxes rather than sending them directly for recycling, reflecting the idea that reuse can have a lower environmental impact than recycling. In 2024, the company estimates that around 10% of the cases, out of approximately 5,000 bottles sold, will be reused. This initiative was suggested by his supplier, MD Packaging, which offers cartons designed specifically to facilitate reuse. The boxes are free of adhesive tape, printed with water-based inks, and fully recyclable and compostable, making them suitable for multiple uses. The practice remains artisanal but has already organized enough to serve as a potential model for other Champagne houses or wineries interested in reducing packaging waste.
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