Beiersdorf and Ball Corporation have marked a significant milestone in their strategic partnership, successfully transitioning all of Beiersdorf’s European aerosol cans to 100% post-consumer recycled (PCR) aluminum. This achievement represents a major step forward for sustainable packaging and the circular economy.
The initiative began with a successful pilot project in 2024, which led to the full rollout of 100% PCR aluminum packaging across the region last year. As a result, many NIVEA MEN Deo sprays and select 8×4 sprays are now packaged in these sustainable cans.
This transition enables Beiersdorf to significantly reduce its aluminum packaging emissions. For Ball, the achievement reinforces its leadership in Europe, highlighting its proven expertise in circularity and lightweighting as part of a global commitment to science-based decarbonization targets.
As well as the decarbonization benefits, this cooperation demonstrates the technical and commercial feasibility of fully recycled aluminum packaging at scale and reflects both companies’ shared commitment to climate-conscious designs and responsible business practices.
“This is more than a packaging innovation, it’s a bold step toward true circularity and fully supporting our Sustainability Agenda,” said Kelvin Oecksler, R&D Global Packaging Development at Beiersdorf AG. “We want to reach Net Zero by 2045 and for this, we must embed solutions that are a true win – not only for our planet, but also for our consumers and our business. Our strategic cooperation with Ball delivers very well into that.”
“This achievement reflects our belief in the infinite potential of aluminum to drive a world free from waste,” said Victoria Marletta, VP Commercial, Personal & Home Care at Ball Corporation. “It’s proof that sustainability and commercial success can go hand in hand – and it supports our global commitment to reduce absolute emissions by 55% by 2030.”
Aluminum is a truly circular material – it can be recycled again and again without losing quality. Recycling aluminum uses 95% less energy than producing it from raw materials, and approximately 75% of all aluminum ever produced is still in circulation today. This milestone is a call to action for the industry: to accelerate circularity, collaborate across the value chain, and embrace solutions that benefit both business and the planet. Together, we are creating packaging that meets consumer expectations for sustainability without compromising quality or design. Ball continues to innovate with lightweighting, advanced decoration and future-ready solutions – reinforcing our commitment to a Net Zero future.
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