Coty says new Gucci fragrance is greener than ever using advanced tech
As brands continue to focus on developing products with a high level of sustainability, Coty has announced that its new Gucci Eau de Parfum, Where My Heart Beats, is “the first globally distributed fragrance manufactured using alcohol from 100% recycled carbon emissions”.
The just-launched scent is the latest fragrance in Gucci’s The Alchemist’s Garden collection that’s inspired by the art of alchemy.
It uses innovative CarbonSmart alcohol from Coty’s partner LanzaTech to capture carbon from industrial emissions and transform it into alcohol for use in fine fragrances.
The beauty giant’s Chief Scientific & Sustainability Officer, Dr. Shimei Fan, said: “This is an inspiring example for sustainability being the ultimate driver of innovation. Beyond the science, there is something magical in upcycling industrial emissions into alcohol pure enough for use in fine fragrances.”
Coty had announced the LanzaTech link-up two years ago and started production of the world’s first globally distributed fragrances made using this technology in January 2022.
Until now, however, it has introduced carbon-captured alcohol into its fragrances using a mass balance methodology – meaning traditional alcohol is mixed with carbon-captured alcohol.
But for the latest launch, it has segregated the supply of carbon-captured alcohol, hence it being the first to be made using 100% carbon-captured alcohol.
Through the approach, carbon emissions, which would typically be released into the atmosphere, are recycled into alcohol pure enough for use in fine fragrances. And an added bonus is that this method uses less water and reduces the need for agricultural land compared to traditional methods of alcohol production.
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