Chanel Embraces Aluminum Decor for New Chance Bottle Designs
Chanel is making significant strides towards creating more environmentally-friendly product ranges. As part of this commitment, the iconic brand has decided to enhance its Chance eau de toilette collection by replacing the previously used galvanized polished brass with an anodized aluminium strip. To accomplish this change in materials, Chanel has collaborated with g.pivaudran, a specialized French manufacturer known for developing aluminium components for the perfume, cosmetics, and spirits industries.
By opting to reduce its environmental impact across all product lines, Chanel has set a strong objective. As a result, the brand has chosen anodized aluminium to decorate the new Chance fragrance bottles, replacing the galvanized varnished brass band that previously adorned them. Aluminium offers the advantages of lightweightness and being one of the most recyclable metals available. Moreover, this material change eliminates the need for chemicals required in the galvanizing process.
The new metal strips, produced in the southwest of France by g.pivaudran, are assembled by partnering glassmakers in both France and Italy. Although consumers may not notice this change, it represents a significant symbolic gesture by Chanel as part of its eco-responsible transformation. The decision emphasizes practicality and effectiveness while eschewing ostentation, as highlighted by g.pivaudran in a statement.
Developing the strips for the Chance bottles proved to be a considerable challenge for g.pivaudran’s team of employees. They had to employ their full range of expertise to shape delicate 0.6mm aluminium strips that perfectly conform to the cylindrical curvature of the bottle, while maintaining the material’s shiny appearance. The process required a complex combination of flexible strips and precise automated assembly.
Chanel will initially release the new bottles with the 100 ml version, while all other sizes will feature an anodized aluminium strip starting in 2024. g.pivaudran has taken over production of the new strips for all fragrance sizes, including 35 ml, 50 ml, 100 ml, and 150 ml.
This achievement by Chanel showcases the numerous design and eco-responsible possibilities offered by aluminium, according to g.pivaudran. The company provides premium and luxury brands with packaging solutions made from “100% aluminium,” including options for recycled aluminium.
Marc Pivaudran, CEO of g.pivaudran, explains that their expertise enables them to shape aluminium in various ways, combine it with other materials, and meet the current demands of their clients. Aluminium’s inherent eco-responsibility, endless recyclability, lightweightness, and versatility make it a valuable asset for luxury brands seeking added value.
During the upcoming Édition Spéciale by Luxe Pack trade show in Paris on June 7-8, 2023, g.pivaudran will showcase a wide range of products created in collaboration with their clients, as well as tests and prototypes that highlight the potential of aluminium.
