As environmental and ethical issues have risen to the top consumer interests, brands are stepping up their efforts to meet these demands. Recently, Mugler announced that Australian customers could refill their old fragrance bottles, helping to minimise waste by reusing old bottles instead of customers throwing them away. Mugler are also aiming to develop alcohol used in perfumes in a more sustainable way.
Watch Below: Thierry Mugler Angel Muse.
However, the brand was pioneering responsible packaging back in 1992, when they first developed a perfume bottle refilling station. Since, then they have continued their commitment to sustainability and ethics by introducing recyclable bottles and investing in other responsible development projects.
marie claire spoke to Marie Birin Prigent from Clarins Fragrance, who look after Mugler.
How has Mugler changed its packaging to be more sustainable?
All of our cardboards have been produced with FSC paper for 4 years now. Every project is conceived and designed according to our sustainability plan. International development and local teams are trained with sustainability new procedures on a regular basis.
Alien is such an iconic and well-loved perfume. How do you think fans will like the re-design?
Our Mugler Studio redesigned the bottle with a consumer-centric approach. Actually, it is the bottle’s original shape. It looks lighter and still more luminous and it feels softer in your hand. The design is more feminine, subtle – I am pretty sure the fans will like it!
Mugler has always had refillable bottles. How much waste can this save?
We have been pioneers of sustainable luxury since our very foundation in 1992, with Angel and the Source, now Fountain, which enables consumers to refill their perfume bottles at their beauty store. 803,000 liters of perfume have been served at the Fountain since 1992. That is to say 32 million perfume bottles have been reused ever since!
In what other ways is Mugler committed to responsible manufacturing?
For Mugler, the commitment to provide more sustainable luxury, with a smaller footprint, revolves around eco-design. The new Mugler Fountain best exemplifies this as the symbol of a novel, circular economy. It was developed using an eco-design approach, so all the parts can be removed and thereby replaced, which puts the emphasis on durability, conservation, and reuse rather than manufacturing a whole new fountain. Besides, the fragrance cartridges are made from 25% recycled glass. In addition to allowing beauty advisors to clearly see the amount of fragrance in the bottle, these new glass cartridges are 100% recyclable.
It is very important for us, since there are about 12,000 Fountains in the world and it represents 15% of the MUGLER brand net sales in 2017.
As environmental and ethical issues have risen to the top consumer interests, brands are stepping up their efforts to meet these demands. Recently, Mugler announced that Australian customers could refill their old fragrance bottles, helping to minimise waste by reusing old bottles instead of customers throwing them away. Mugler are also aiming to develop alcohol used in perfumes in a more sustainable way.
Watch Below: Thierry Mugler Angel Muse.
As environmental and ethical issues have risen to the top consumer interests, brands are stepping up their efforts to meet these demands. Recently, Mugler announced that Australian customers could refill their old fragrance bottles, helping to minimise waste by reusing old bottles instead of customers throwing them away. Mugler are also aiming to develop alcohol used in perfumes in a more sustainable way.
Watch Below: Thierry Mugler Angel Muse.
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