Amcor is partnering with French hair care specialist Luxéol to deliver a customized packaging solution built around Amcor Prima jar, developed specifically for Luxéol’s award winning curl mask. The resulting pack combines strong visual differentiation with improved sustainability credentials, incorporating post-consumer recycled (PCR) material while maintaining a premium finish suited to the personal care segment.
Amcor Prima jar, originally created for high-end personal care applications, has been adapted with a bespoke lid that reflects Luxéol’s brand identity. The lid features the company’s signature pink tone and an embossed logo, paired with a translucent outer jar to enhance shelf visibility. This design approach allows the pack to meet branding expectations without compromising structural integrity or material efficiency.
Sustainability considerations were central to the development process. Both the lid and inner jar are produced using PCR polypropylene (PP), enabled through Amcor’s CleanStream® technology, which delivers recycled polymer suitable for contact sensitive applications in the personal care sector. The full PP construction also ensures the packaging is recycle-ready, provided that appropriate recycling systems are available. Manufacturing takes place at Amcor’s facility in Belignat, France, supporting localized production and contributing to Luxéol’s carbon management objectives.
“Packaging is an important part of our promise to focus on responsible innovation and sourcing in our development of high-performance beauty products,” said Hamza El Mastassy of Luxéol. “Aesthetics are a core part of our brand offering and by partnering with Amcor, we have achieved a beautiful new pack that has over 50% PCR content and can also be recycled.” Marine Sueur, regional sales director, Amcor Rigids Packaging Solutions International, added: “At Amcor we understand the need to develop more sustainable packs for the beauty sector while retaining the premium style and looks that many consumers expect. For Luxéol, our ability to customize a standard offering has delivered a solution that supports the company’s premium positioning, strong branding and sustainability commitments.”