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Shiseido, LVMH join L'Oréal's sustainable packaging initiative

Eleven global cosmetics companies and organizations including Shiseido Co. Ltd., Avon Products Inc. and LVMH Moët Hennessy Louis Vuitton SE have signed up to a sustainable packaging campaign founded May 16 by L'Oréal SA and environmental sustainability consulting firm Quantis.

The beauty brands, which include Chanel SA, Clarins Group, Coty Inc., L'Occitane International SA and Sisley Cosmetics USA Inc., and organizations Cosmetic Valley and France's Federation of Beauty Companies pledged to develop and publish business-oriented methodologies and data to improve the environmental performance of the whole packaging value chain.

In a separate release, Shiseido said it will commit to build a new framework that will encourage eco-design packages and containers for products.

The campaign launch follows L'Oréal's introduction of a new organic beauty brand, which it said is a part of its broader sustainability program.