At Paris Packaging Week on February 5-6, Meiyume grabbed the spotlight to underline how it is responding to rising expectations around sustainability in the luxury beauty sector.

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Instead of considering responsible sourcing as a separate initiative, the company is focused on a major strategy shift with its expertise in metal packaging as part of a broader shift in strategy.

Aluminium sits at the centre of this development. Over time, Meiyume has built up a wide range of in-house processes, from stamping and extrusion to casting, impact extrusion, CNC machining, and both hot and cold forging. 

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They are paired with advanced decorative techniques, allowing intricate concepts to be delivered at the industrial scale. Alongside this technical capability, the business has pushed forward the adoption of recycled and low-carbon aluminium, including fully traceable material made entirely from 100 per cent recycled sources.

Recent projects illustrate how multiple production methods can be combined without compromising recyclability. These include a fragrance cap created for Chanel with a mono-material lipstick for Minus Cosmetics, the latter incorporating a refillable mechanism within a single-material format. Meiyume has also demonstrated its ability to industrialise die-cast aluminium, notably through a fragrance cap developed for Nina Ricci.

Although aluminium is gaining prominence as a sustainable choice, other metals continue to play a role in high-end applications. Zamak, a zinc-based alloy, remains well-suited to premium designs. Meiyume’s collaboration with Guerlain on its customisable Rouge G lipstick is one such example of how this material supports both weight and refinement.

Steel is emerging as another promising avenue. Meiyume has introduced steel-based applicators for brands such as Amouage, following extensive testing, 

The components are produced using a combination of stamping, forging and CNC machining, reflecting the company’s integrated manufacturing approach.

Sustainability underpins each of these developments. The recent launch of ECOLUX Recycle marks a further step, while offering a fully traceable solution manufactured entirely from post-consumer recycled aluminium.

Stéphane Bulle, Global Head of Innovation, Engineering and Quality at Meiyume, emphasised that environmental considerations are now inseparable from luxury positioning. He also added that brands nowadays focus on desirability and performance in packaging to create a measurable impact. Thus, material selection is an outcome of a balanced mix of aesthetics, functionality and environmental responsibility.

In order to align with these complex requirements, Meiyume applies the Smart Material Mix strategy. A right mix of plastics, metals, and soft-touch materials within an integrated R&D framework and advanced production processes, the company aims to provide solutions that align creative ambition with technical and environmental demands.

Image Source:Meiyume

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