L’Oréal-owned Lancôme’s Absolue The Serum is a new addition to its Absolue skincare franchise. Designed with sustainability in mind, the packaging is said to be the market’s first glass bottle with a glass refill.
For the packaging of its new premium-positioned Absolue The Serum, Lancôme selected glassmaker Verescence’s Verre Infini 40 that is comprised of 40% post-consumer recycled glass. The cylindrical bottle holds a refill system in tubular glass (Flacopharm) that can be replaced and recycled when empty. Partial metallization (Solev) and screenprinting were used to obtain the bottle’s golden décor, while the refill is lacquered and the box is made of FSC-certified cardboard.
Verescence says that the glass bottle and glass refill combination is a first-to-market innovation. One bottle and two refills cut down on the use of plastic by 63% and cardboard by 37% compared to three non-refillable Absolue serums, according to Lancôme.
Absolue The Serum launched in August. It retails at €235 for 30ml; the refill is priced at €200 for 30ml.