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https://www.premiumbeautynews.com/en/dior-and-axilone-launch-recycled,25847

Dior and Axilone launch recycled magnets for luxury beauty packaging

Premium Beauty News
3 June 2025

Premium Beauty News

World class news for the beauty and cosmetics industries

Packaging & design

Parfums Christian Dior has partnered with Axilone, a leading packaging manufacturer in the prestige and luxury cosmetics sector, to introduce magnets made from 100% post-consumer recycled (PCR) rare earths into its fragrance packaging.

Magnets are often added into luxury beauty packaging for their tactile “click-effect” and high-end distinctive sound signatures. However, traditional magnets, especially those made from neodymium, rely on rare earth elements that carry a heavy environmental burden.

“Magnets represent 2.5% of the weight composition of a fragrance such as Sauvage. However they represent almost 25% of the material Carbon footprint of the same fragrance because of their very high specific emission factor,” highlights Philippe Renault Innovation & Packaging Development Director at Parfums Christian Dior.

To meet this challenge, Axilone and Parfums Christian Dior have teamed up to develop magnets using recycled materials, while meeting the strict requirements of the beauty sector.

A sustainable solution without compromising on quality
Indeed, the use of magnets in the beauty industry presents specific challenges: they must be extremely compact to fit within small packaging formats, yet powerful enough to ensure strong magnetic performance and offer multiple polarization options. Neodymium-based magnets are the preferred solution, as they meet these demands with their high magnetic density.

In collaboration with its long-standing partners, Axilone has introduced a solution: neodymium-iron-boron magnets crafted from rare earth elements certified as 100% post-consumer recycled (PCR). Incorporating 30% of recycled material, these magnets achieve a 40% reduction in overall carbon footprint while preserving all essential performance attributes — pull-off force, polarization versatility, magnetic field strength, resistance to mechanical shock and corrosion, and long-lasting reliability.

“There is now no doubt that the new luxury has to be sustainable,” says Laurent Fontaine, Sales VP at Axilone, “and the most prestigious beauty brands are undeniably making this their spearhead. It was therefore completely natural, yet challenging, to bring this magnetic approach to life with Parfums Christian Dior.”

The new recycled magnets will soon be used on both 60ml and 200ml Dior’s Sauvage bottle caps