Since its inception L'OCCITANE en Provence has been a brand that is committed to reducing the environmental footprint of its packaging and eager to embrace a circular economy. Increasing its reusable or refillable solutions has been at the core of this strategy ever since it launched its first eco-refill in 2008. Now VPI, a French specialist in injecting plastic parts for use in the luxury industry, is carrying out an ambitious and innovative project for the brand: to make a new kind of refill for its iconic Shea Ultra Rich Body Cream products.

A new refill and a new material: a real challenge to overcome!

Eco-responsibility is at the heart of L'OCCITANE's concerns. The strengths of its CSR convictions are reflected in the products it offers, the ingredients it chooses and the packaging and accessories it uses. Products are made in accordance with the principles of eco-design and the Shea Ultra Rich Body Cream ticks several boxes for minimising its environmental impact. In addition to introducing a refill - which is a significant initiative in itself - L’OCCITANE's teams decided to use a 100% PCR (Post-Consumer Recycled) PP material. This entails reusing fossil resources and rooting L'OCCITANE more deeply in a circular economy process.

The 100% PCR PP tub has the benefit of preserving natural resources, supporting recycling sectors and reducing the environmental footprint of the whole supply chain thanks to the inherent lightness of its material.

The use of 100% recycled PP and the creation of the tub represent genuine technological strides through which VPI has demonstrated its ability and commitment. It has been a truly impressive feat by VPI, on behalf of L'OCCITANE, to manage and ensure the traceability of batches of recycled material and expertly produce a 200ml container all within a tight turnaround time.

Reinventing modes of use of iconic product packaging

The 200ml Shea Ultra Rich Body Cream represented a major technical challenge. L'OCCITANE asked VPI to use its skill to meet the twin demands of flawlessly harnessing a new material and instilling new refilling gestures.

Close team work that involved studying the design of the grip and perfecting an unsnapping and re-snapping closure led to the invention of a user-friendly and pleasant mode of use.

The tub contains 200ml and is heat sealed after filling. At the first purchase the tub fits in an aluminium packaging and then stands alone for reloading.

"We at VPI are honoured to work with committed companies such as L’OCCITANE en Provence. We are grateful to the teams on site who think ahead about eco-design and, when it comes to developing and mass producing products, invest so that they can oversee wonderful, genuinely eco-designed projects. We are proud to have been able to complete such deep research on recycled materials and to have helped bring such ambitious action plans to fruition," declared Marc Beltrami, VPI's Head of Sales.

"The Shea Ultra Rich Body Cream refill enables us to substantially reduce our dependency on plastic. Compared to the old product, it accounts for an annual saving of more than 40 tons. It also helps us to fulfil our ambition of using Post-Consumer recycled plastic. VPI's teams rose perfectly to this challenge" said David Bayard, the Packaging R&D Manager of L’OCCITANE en Provence.