Beauty giant L’Oréal Groupe is poised to launch #JoinTheRefillMovement, its first global, multicategory, multichannel campaign.
Timed to coincide with World Refill Day on 16 June, the push is designed to encourage consumers to embrace refillable beauty products “and contribute to a more sustainable future”.
It will bring together some of the supplier’s best-known brands – including L’Oréal Paris, Lancôme, Yves Saint Laurent Beauty, Kérastase, Prada Beauty and La Roche Posay.
It will see advertising and social media content featuring brand ambassadors such as pop star Dua Lipa and actor Emma Watson. It will also employ the hastag #JoinTheRefillMovement as a call to action, to encourage consumer participation and engagement.
The campaign will be further amplified by major retail partnerships, to raise visibility about the refill options widely available across beauty products.
#JoinTheRefillMovement was in response to growing consumer demand for sustainable beauty options, said L’Oréal. “While 78% of consumers express interest in buying more sustainable products, many remain unaware of refillable options and their lower environmental impact.”
The new campaign showcased “the tangible benefits of refills, demonstrating how they can be good for the planet and for the pocket”, the cosmetics powerhouse added. “For example, each time you buy a 100ml refill instead of rebuying two 50ml bottles of La Vie Est Belle Elixir fragrance you help to save 73% glass, 66% plastic and 61% cardboard.”
#JoinTheRefillMovement would also underline “L’Oréal’s long-term commitment to reducing its environmental footprint and offering more sustainable solutions to consumers”, said the supplier. Since 2019, it has reached 49% refillable, reusable, recyclable, or compostable plastic packaging across its portfolio. The past five years has seen a 17-fold increase in the number of refillable options, as the result of improvements to its global manufacturing sites.
“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,” said Ezgi Barcenas, L’Oréal chief corporate responsibility officer. “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.”
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