Tesem, Pivaudran, and Pochet join forces to offer “Brightness and Value”

TESEM, Pochet and Pivaudran announce that they are joining forces to intensify the rollout of BRI&Va (Brightness and Value), a technique that allows products made from post-consumer recycled (PCR) aluminum to achieve a shine similar to that of virgin aluminum. This is a major step forward in the recovery and use of recycled aluminum in the cosmetics industry.

Conceived, developed, and owned by the Spanish company Tesem, which specializes in plastic and aluminum packaging, this “BRI&Va” innovation was born in 2022. Driven by a desire to transform the use of recycled aluminum in a sustainable way, the company is providing the market with a technology capable of offering the same shine characteristics as virgin anodized aluminum. This invention quickly proved crucial in meeting the regulations required for the use of recycled materials.

After a concept phase supported by Chanel and a patent filed by Tesem in 2023, the French firm Pivaudran, also specializing in aluminum processing, and the Pochet Group decided to partner with Tesem for the industrialization phase. “This partnership allows for the pooling of expertise,” explains the press release, “promoting more sustainable use of aluminum within the sector and fostering European collaboration.”

Combining aesthetics and environmental responsibility

Thanks to BRI&Va technology, products containing aluminum composed of up to 50% PCR will be able to meet the highest visual and tactile standards of the luxury packaging market. This represents a significant industrial challenge: combining aesthetic excellence and environmental responsibility.

"Being innovative is not just about having good ideas and creating new products and processes. TESEM’s innovation also applies to initiating solid future collaborations between all players in the value chain. BRI&Va is a clear example of this: we invited the Pochet and G. Pivaudran group to join an ambitious project currently underway, also supported by CHANEL. Thanks to our open-mindedness, we want to offer industry players an effective solution capable of meeting the market’s growing expectations in terms of decarbonization," explains Susana Santos, Director of Innovation at TESEM.

"Aluminum is a material that is widely used in the cosmetics industry, and BRI&Va technology allows us to overcome the technical limitations encountered when designing certain products using recycled aluminum. With this technology, which complements our existing technology, our goal is also to work together to develop solutions that can be applied to other industrial processes in the future," emphasizes Marc Pivaudran, President of G. Pivaudran.

“BRI&Va technology is a significant advance for our industry. This collaboration is fully in line with the open approach we have been pursuing for several years in order to offer innovative, industrial, and sustainable solutions to our customers while maintaining our strategic and commercial independence,” explains Alexis Gosset, Director of Strategic Partnerships at the Pochet Group.

“CHANEL is very proud to support such an ambitious collaborative project. The widespread adoption of BRI&Va is a strong positive signal that demonstrates the relevance of a partnership at the heart of the cosmetics industry,” says Julien Garry, Managing Director of Innovation, Development & Purchasing at CHANEL Fragrances & Beauty.