L’Oreal Groupe marked World Refill Day on 16 June with a global campaign promoting refillable beauty products across its major brands.
In what the company described as its first global multi-brand, multi-category, multi-channel campaign, #JoinTheRefillMovement aimed to encourage consumers to choose refills as part of their beauty routines to reduce packaging waste.
The company said refills offered environmental benefits, citing that using a 100ml refill instead of two 50ml bottles of La Vie Est Belle Elixir fragrance saves 73 per cent glass, 66 per cent plastic and 61 per cent cardboard.
Several of the company’s major beauty brands are took part, including Lancome, Armani beauty, Yves Saint Laurent Beauty, Kiehl’s, Mugler, Maison Margiela Fragrances, Prada Beauty, Valentino Beauty, L’Oreal Paris, Kerastase, L’Oreal Professionnel, and La Roche Posay. Major retail partners are also joining the effort to raise awareness about the availability of refills.
Blanca Juti, chief corporate affairs and engagement officer at L’Oreal, said, “This campaign brings together some of our most iconic brands to invite consumers everywhere to #JoinTheRefillMovement. We’d love consumers around the world to experience how easy and rewarding it is to make the switch to refills and incorporate them into their regular beauty routines.”
Ezgi Barcenas, chief corporate responsibility officer at L’Oreal, said, “As the global beauty leader, we have an opportunity, as well as a responsibility, to create more circular solutions and set a new industry standard. Achieving this vision at scale demands more than innovation, it requires intention and action. That is why we are mobilising our brands, our business partners, and our consumers to make refills the new norm.”
According to the company, L’Oreal has adapted its manufacturing sites to expand its range of refillable products, resulting in a 17-fold increase in the number of refill options available over the past five years, including for several best-selling fragrances.
