Beiersdorf & Novelis lead sustainability goals with 80% recycled aluminium packaging for Nivea Crème

Nivea, the brand synonymous with the colour blue, is internally transforming itself into a green company by increasing the use of recyclable aluminium as a raw material for its packaging solutions. According to the latest reports, Beiersdorf, a German multinational company, has committed to making its global skincare products more sustainable.

With this, Beiersdorf, in collaboration with Novelis, has now incorporated at least 80 percent recycled aluminium into its Nivea Creme tin, a change anticipated to reduce the company's carbon dioxide equivalent (CO2e) emissions by approximately 8,000 tonnes between now and 2025. In 2022, the beloved Nivea Soft was reformulated to be vegan, resulting in a notable reduction of around 40 percent in CO2e emissions from the formula.

As per AL Circle’s report, “Global Aluminium Industry Outlook 2024,” the demand for recycled aluminium has grown steadily during the last decade. While the overall production of aluminium is likely to improve by about 2.3 per cent in 2024, the demand for recycled aluminium is forecast to grow at about 4.2 per cent. Recycled aluminium usage worldwide increased from 27.1 million tonnes in 2022 to 28.3 million tonnes in 2023. Usage is expected to rise to more than 29 million tonnes in 2024.

"With regards to the sustainability of the packaging, we have reached a very important milestone now, as we managed to integrate a minimum of 80% recycled aluminum into the iconic blue NIVEA Creme tin. By using recycled material, we are lowering CO2e emissions massively. Did you know that the production of recycled aluminum requires 95% less energy compared to new, virgin material? This important change was possible through an intense collaboration with our supplier and long-term partner, Novelis. It has been my role as procurement to align our sustainability approach with our supplier and develop together with R&D the new packaging and feedstock," said Isabell Niggemann from Procurement.

Shift towards recycled aluminium

This groundbreaking and eco-friendly packaging results from extensive research and development by Novelis and Beiersdorf, driven by their shared commitment to ambitious sustainability goals. This collaboration exemplifies the company's dedication to advancing high-recycled packaging solutions and promoting responsible practices. By incorporating 80 per cent recycled aluminium, the new tin reduces environmental impact and positions Nivea as a leader in the shift towards a more sustainable future.

The shift to recycled aluminium aligns with Beiersdorf's CARE BEYOND SKIN Sustainability Agenda, which aims to achieve net zero emissions by 2045. The company is working to minimize its environmental impact across the entire value chain to meet this ambitious target.

"This is a proud moment for Novelis and a major milestone on our journey together with one of our longstanding customers towards circularity and sustainability: The world-famous blue tin of NIVEA Creme is now made from 80 per cent recycled aluminium," added Novelis Europe EVP and president Emilio Braghi.

By the end of 2023, Beiersdorf had already achieved a 19 per cent reduction in absolute CO2e emissions compared to 2018 levels. The company is now setting its sights on a 30 per cent reduction by 2025. The introduction of the new Nivea Creme tin, made with 80 per cent recycled aluminium, is expected to contribute significantly, reducing CO2e emissions by around 8,000 tonnes within this timeframe.

"For the NIVEA Creme tin, we had to review and consider multiple aspects for this transformation. With the current supply, we were able to commit to a minimum of 80 per cent recycled aluminum. One of the highest barriers for the use of recycled aluminium is the availability of the recycled material. We must be able to ensure a steady process at the supplier and in our own production centre here in Hamburg. But yes, I can imagine achieving 100 per cent recycled aluminium in the future, as we will continue to work on the topic of sustainability, also together with our suppliers. When sorted adequately and put to recycling, aluminium can stay in the material cycle almost infinitely without a meaningful degradation of properties and quality. Therefore, aluminium is really the ideal packaging material for a circular economy," marked Philip Helm, Packaging.

Achievements of Beiersdorf

Last year, Beiersdorf made significant strides in reducing CO2 emissions by incorporating 50 per cent recycled material into the blue caps and yellow trigger pumps of its Protect & Moisture products and by transitioning Nivea Lip Care packaging from plastic blister packs to folding boxes. The company has committed to a 30 per cent reduction in emissions by 2025.

In a recent achievement, Tubex won the German Packaging Award for its refillable aluminium deodorant spray cans made from 100 per cent recycled material. These cans use compressed air rather than traditional propane and butane propellants, further lowering greenhouse gas emissions.

Additionally, Tubex received ETMA's Etna'sTube of the Year 2024 Award in the aluminium category for its Blue Tube Evo design, supplied to Chanel. This tube, which contains 95 per cent post-consumer recycled content, is highly recyclable and is expected to reduce carbon emissions significantly