Coty's new Gucci Eau de Parfum Where My Heart Beats is reportedly the first perfume sold worldwide to be made with CarbonSmart alcohol, which is made from 100% captured and recycled carbon emissions. The alcohol is sourced from Coty's partner LanzaTech.
Previously, Coty had introduced carbon-captured alcohol into its fragrances by blending it with conventional alcohol. The Where My Heart Beats eau de parfum, however, uses 100% carbon-captured alcohol. The process of developing carbon-bonded alcohol reportedly uses less water and reduces the need for agricultural land compared to traditional methods of alcohol production.
In February 2022, Coty Inc. announced that it had begun production of the world's first perfumes made with carbon ethanol. Coty announced its sustainable fragrance technology ambitions with LanzaTech back in March 2021.
LanzaTech's process captures carbon from industrial emissions that would normally be released into the atmosphere. Instead, the emissions are recycled into alcohol pure enough for use in fine perfumes. The process uses less water and reduces the need for agricultural land compared to traditional methods of alcohol production.
Until now, Coty has only partially incorporated carbon-captured alcohol into its perfumes, meaning conventional alcohol is mixed with carbon-captured alcohol. For the launch of Where My Heart Beats, Coty has separated the supply of carbon-captured alcohol, making this the first fragrance on the market worldwide to be made with 100% carbon-captured alcohol.
Certified Cradle to Cradle
Last year, Coty also released Chloé Rose Naturelle Intense, whose fragrance is 100% natural in origin, and was awarded the Cradle to Cradle Certified Material Health CertificateTM at the Silver level. The C2C Certified Material Health Certificate is a verification of the health and safety of a product's composition against the material health requirements of the Cradle to Cradle Certified® product standard.
In addition, the company released CK Everyone by Calvin Klein, which became the only fragrance on the market to achieve Cradle to Cradle Certified® Gold in all five critical areas of sustainability.
Sustainability is the Main driver for Innovation at Coty Inc
Sustainability is the main driver of innovation and Coty is focused on creating exceptional products that are clean and environmentally friendly. As part of its "Beauty that Lasts" sustainability program, Coty Inc is partnering with Lanzatech on a pioneering project for the production of sustainable fragrances made with sustainable ethanol, obtained thanks to new carbon capture technology, which will be applied to the majority of the fragrance portfolio by 2023.
Coty Inc is one of the world's largest beauty companies and a global leader in fragrances and has signed a Memorandum of Understanding to collaborate with LanzaTech to introduce sustainable, carbon-based ethanol into the production of its fragrances.
LanzaTech, a leader in the production of next-generation green and sustainable ingredients, captures industrial emissions, such as carbon monoxide and carbon dioxide produced in steel manufacturing, and processes the waste gasses into a new, more sustainable source of ethanol.
Coty scientists have been working with LanzaTech and its production partners for the past two years to develop sustainable, high-purity ethanol suitable for use in fragrances. The collaboration means that Coty will incorporate this carbon-captured ethanol into its fragrance manufacturing process, to have the majority of its fragrance portfolio using this carbon-captured ethanol by 2023.