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Oriflame chooses Greenleaf for relaunch of Optifresh


Group news

Albéa x Oriflame

Albéa Group and Oriflame strengthen their long-standing partnership with the global relaunch of the toothpaste range “Optifresh”. 



The “Optifresh” brand now features five recycling-ready high-density polyethylene (HDPE) toothpaste tubes with screw cap that leverage Albéas proprietary Greenleaf 2 tube technology. Even with a thinner web and up to 20% less virgin plastic in the sleeve, this unique technology offers the highest barrier protection to light, oxygen, and moisture while saving energy.



“Oriflame stands for environmentally responsible products both in terms of the formulations and materials we use as well as the packaging we choose. “

says Wyn Thomas, Packaging Category Manager at Oriflame.

“The Greenleaf tubes are perfectly in line with our company philosophy and help us reduce environmental impact and improve circularity while providing best consumer experience.”

he adds.



The Greenleaf 2 tube technology enables the tubes to be recyclable wherever local collection programs are available. The Generation 2 tubes are recognized by the Association of Plastic Recyclers (APR) in North America, and by RecyClass and SUEZ.circpack in Europe. These certifications confirm that the tubes can be recycled within the existing HDPE bottles recycling streams. 



“We are proud to support Oriflame deliver on their sustainable development goals and commitments, while pursuing our own goals of achieving 100% recyclable or reusable packaging by 2025.”

says Gilles Swyngedauw, Vice President Sustainability & Innovation at Albéa.