MAM
L’Oréal scales up sustainability goals with new announcement
MUMBAI: Global Cosmetic major L’Oréal has announced the realization of the first cosmetic bottle made from plastic entirely recycled using Carbios’ enzymatic technology. The Group aims to start the production of the bottles based on this disruptive innovation in 2025.
Biotherm would be the first of the Group’s brands to launch a product in this bottle of the future, it said on Thursday.
The technology developed by Carbios, a pioneer in the development of biotech solutions for the recycling of PET (polyethylene terephthalate) plastics, paves the way for the manufacture of new products made from 100 per cent recycled materials produced using its enzymatic process. According to the company, it has the advantage of being suitable for all types of PET – clear, colored, opaque, and multilayer – and making these plastics infinitely recyclable.
L’Oréal Packaging and Development director Jacques Playe said: “We have been working with Carbios since 2017 to develop this first bottle made from PET derived from enzymatic recycling technology, an alternative to mechanical recycling. We are pleased to announce the feasibility of these bottles in a pilot phase and are delighted to be in a position to create the packaging of the future with our partners. This is a promising innovation for the years to come that demonstrates our commitment to bring to market more environmentally friendly packaging and which is part of a circularity initiative begun more than 15 years ago”.
Biotherm Global Brand president Giulio Bergamaschi noted: “We are delighted to be the first beauty brand to realize a completely recycled bottle using plastic from Carbios’ disruptive technology”.
L’Oréal set up a consortium with Carbios in 2017, which Nestlé Waters, PepsiCo, and Suntory Beverage & Food Europe have since joined. In 2019, L’Oréal invested in Carbios via its venture capital fund BOLD – Business Opportunities for L’Oréal Development.
With “L’Oréal for the Future”, L’Oréal’s new sustainability programme for 2030, the Group has taken a step further towards the transformation of its business and has set ambitious new objectives, particularly in the area of packaging. It aims to have 100 per cent of its plastic packaging as refillable, reusable, recyclable, or compostable by 2025, 100 per cent of its plastic packaging to be derived from recycled materials or biosourced by 2030.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
