Giorgio Armani Beauty (L’Oréal) has unveiled My Way, a major new women’s fragrance with an eco-design approach that is said to embody the brand’s ambitions in the sustainability realm.
The L’Oréal Luxe brand explains that My Way’s packaging contains a portion of PCR materials, be they glass, metal or plastic. The clear glass bottle (Bormioli Luigi), for example, is made of 5% PCR glass; the glassmaker explains that this percentage does not impact the brilliance or clarity of the glass that showcases the pink juice within.
Each of the bottle formats (30, 50, 90ml) features a removable screw ring that enables refilling. The screw ring was specifically developed for the bottle’s neck—its height in particular—and to suit its inner diameter and to ensure an even distribution of glass on the shoulders and base, explains Bormioli Luigi, adding that special attention was paid to achieving a high shine to the glass surface. The fragrance pump—Silgan Dispensing's Melodie Pirouette model—features a removable plastic threaded ferrule that separates the pump from the bottle to allow for refilling and recycling of the flacon.
The square-shaped bottle is decorated with enamel screenprinting and is topped with a blue curved cap (Albéa) in copolyester with golden metallic accents. A tubular double-layer weaved elastic band (Oriol & Fontanel) adorns the base of the collar, a development that required a specific welding system. Oriol & Fontanel also worked with Albéa to create a high-speed system to fit the textile band over the collar.
To refill the fragrance, the consumer simply unscrews the collar and fits the refill bottle (Heinz Glas) upside down onto the flacon. The refill is equipped with a cap integrating Techniplast’s RT-TWIST technology, also used by L’Oréal-owned haircare brand Kerastase for its Fusio-dose refills and by fragrance brand Kilian. The RT-TWIST cap opens only when screwed onto the bottle to be refilled and the flow stops automatically when the bottle is full, explains Techniplast.
According to Armani, the 50ml fragrance and 150ml refill represent a 64% carbon footprint reduction. When compared to four traditional 50ml fragrances, these formats cut down on glass use by 55%, plastic by 64%, metal by 75% and cardboard by 32%. In addition, the cap, collar and bottle are recyclable in traditional recycling streams. The brand claims that My Way is “carbon neutral from launch".
Armani is aiming to make all its products carbon neutral by 2025 and reduce its carbon footprint by an additional 25%. In partnership with Quantis, the brand developed a tool to measure the carbon footprint of the sales and marketing activities of the product’s lifecycle. In addition, L’Oréal’s SPOT tool analyzes the social and environmental impact of the fragrance based on 14 indicators, from production to end-of-life.
Launching in August, the eau de parfum retails at €62 for 30ml, €88 (50ml) and €124 (90ml). The 150ml refill costs €130. A floral fragrance, My Way envelopes notes of bergamot, vanilla and tuberose.
BottleBormioli Luigi (30ml, 50ml, 90ml)
Cap & collarAlbéa
Textile ringOriol & Fontanel
Refill bottleHeinz Glas
PerfumersCarlos Benaïm, Bruno Jovanovic (IFF)