On World Refill Day, 16 June, L’Oréal launched the third edition of its #JoinTheRefillMovement campaign. With 18 brands and 28 products, it is the group’s most comprehensive sustainability campaign to date. It builds on previous years’ initiatives and includes further brands, the company said. Refill options in the luxury segment have been expanded to ten brands, whilst Garnier and products from the Professional Products Division and the Dermatological Beauty Division are also taking part. The campaign reflects L’Oréal’s belief that refillable cosmetics should be available in every price range, on every cosmetics shelf and across all business divisions. The company aims to ensure that such options are visible and accessible both in-store and online.

Measurable reductions

According to the company, every product in the campaign demonstrates the impact of a purchasing decision. For example, buying a refill pack of Lancôme Absolue Longevity Soft Cream instead of the original jar reduces the use of glass by 100 per cent, metal by 95 per cent, plastic by 42 per cent and cardboard by 36 per cent. These are direct, measurable reductions, not mere projections. “What began as a pioneering initiative has developed into one of our most effective and far-reaching campaigns,” explained Blanca Juti, Chief Corporate Affairs & Engagement Officer. “We are helping consumers choose refill packs – not as a compromise, but as the better option: less impact on the environment, better for the wallet.”

Investments in start-ups and facilities

At the same time, the aim is to help establish circular solutions across the entire industry, added L’Oréal manager Ezgi Barcenas. The group is continuously identifying, testing and scaling up new packaging materials and systems. The campaign is being supported by new investments in refill facilities in Gauchy and Aulnay for perfumes, in Burgos for hair care and in Vichy for skincare. The group is also supporting start-ups and other innovators in developing new packaging solutions, such as those based on algae, using bioplastics made from sugar cane, and recyclable paper bottles. The number of the Group’s refill products is set to increase 3.7-fold between 2019 and 2025.

Source: L’Oréal