In 2021, Coty Inc. partnered with LanzaTech to introduce sustainable ethanol made from captured-carbon emissions into its fragrance products.
 
Now, Coty has finally introduced its first globally distributed fragrance manufactured using alcohol from 100% recycled carbon emissions—a new Gucci Eau de Parfum called, “Where My Heart Beats.”
 
Available in stores on April 1, 2023, Where My Heart Beats Eau de Parfum uses CarbonSmart alcohol from Coty’s partner LanzaTech. This novel technology process captures carbon from industrial emissions and transforms it into alcohol for use in fine fragrances.

Introducing Carbon-Captured Alcohol into Fine Fragrances

Coty chief scientific & sustainability officer, Dr. Shimei Fan commented, “Coty is the first company to introduce carbon-captured alcohol into fine fragrances for global distribution. This is an inspiring example for sustainability being the ultimate driver of innovation. Beyond the science, there is something magical in upcycling industrial emissions into alcohol pure enough for use in fine fragrances. That is why Gucci’s The Alchemist’s Garden Where My Heart Beats Eau de Parfum was the natural choice for our first fragrance manufactured using 100% carbon-captured alcohol.”
 
Until now, Coty has introduced carbon-captured alcohol into its fragrances using a mass balance methodology – meaning traditional alcohol is mixed with carbon-captured alcohol. For the launch of The Alchemist’s Garden’s Where My Heart Beats Eau de Parfum, Coty has segregated the supply of carbon-captured alcohol, making this the first globally distributed fragrance on the market which is manufactured using 100% carbon-captured alcohol.
 
By employing a new source of alcohol transformed from carbon emissions through LanzaTech’s technology, Coty and LanzaTech are progressing innovative solutions to reduce the beauty industry’s environmental impact. Through this novel carbon capture approach, carbon emissions, which would typically be released into the atmosphere, are recycled into alcohol pure enough for use in fine fragrances. Furthermore, this process uses less water and reduces the need for agricultural land compared to traditional methods of alcohol production.
 
This innovation is a key development in Coty’s Beauty That Lasts sustainability strategy, and follows wider Coty fragrance sustainability innovations, including its first refillable fragrance, Chloé Rose Naturelle Intense Eau de Parfum.

The Packaging

Where My Heart Beats is encased in a lacquered white glass flacon, gilded with a decorative rose gold foliage loosely shaped like a heart. At the top of this pattern is the scent’s symbol – the butterfly – while a green bow is tied at its base. The perfume is found nestled in an accented white box and presented within a white pouch.

More Coty Fragrance News

Hugo Boss and Coty recently renewed their license agreement, which includes all Boss and Hugo fragrances for men and women.