LVMH
2 0 1 9 E n v i r o n m e n t a l R e s p o n s i b i l i t y R e p o r t
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A NEW APPROACH TO PACKAGING
The environmental quality of packaging is measured
with EDIBOX, an online tool that calculates both the EPI (Environmental Performance Index) of the packaging and
the carbon footprint of the materials it is made from. The
EPI rates packaging based on weight, volume, the number
of layers of packaging and whether the materials can be
disassembled or not. The rating also factors in bonus points
(for rechargeable containers, recycled materials, etc.) and
penalty points (for the presence of recycling disruptors).
One of the objectives of the LIFE program is to improve the EPI of packaging. In 2019, the Perfumes & Cosmetics Maisons
improved their score by 12%, the Champagne Maisons by 5%, and Hennessy by 19%.
The Maisons develop innovative packaging in order to meet
three key objectives: it must be reduced in weight, volume and environmental footprint (made with recycled glass,
FSC-certified paper or cardboard, bioplastic and recycled plastic). For example, in 2019, Bvlgari replaced the poly-
ethylene terephthalate used inside its men s and women s
pouches with a recycled equivalent. The Maison also used
a recycled organic material for the shaped wedging inside
the cardboard boxes for its perfume Omnialandia. Sephora s
Good for skin.you.all line s packaging also innovates in many
respects and the Maison s ecodesign policy led to changes
being made to the stand used to present these products in its
stores, which is made from renewable, recycled or certified materials that can be easily disassembled for reuse.
POINT-OF-SALE ADVERTISING
The Group also endeavors to limit the environmental impact of
its point-of-sale (PoS) advertising, store furniture, and window
displays. The Institut du Commerce, a French retail think-tank,
has issued a guide to eco-friendly PoS advertising based on
feedback and advice from cosmetics and perfume brands,
PoS display manufacturers, cosmetics retailers, recyclers
and ecodesign experts. It was unveiled at a day-long event
devoted to the circular economy and was very well received.
Its table comparing the carbon footprints of different types of
plastic attracted particular praise.
It inspired the Group to deploy a PoS advertising EPI, which
accounts for the use of recycled plastic materials. Hennessy
and Sephora also shared their practical, user-friendly assess-
ment systems with all the Group s brands. In addition, the
Group is conducting pilot tests to improve the way various
PoS advertising props are recycled for example, a QR code
system is being trialed to collect and recycle props in Sephora
boutiques in collaboration with Group brands (Guerlain), as
well as Clarins and Chanel in an experiment due to be rolled
out in Paris.
Packaging is a key aspect of a product s environmental performance, and LVMH s Maisons are keen to find ways of making theirs lighter and more natural, but equally luxurious.
I N V E N T I N G N E W PA C K A G I N G S TA N DA R D S
