L’Oréal is significantly expanding its global initiative for refillable packaging. With the third edition of the „#JoinTheRefillMovement“ campaign, the cosmetics group says it is involving, for the first time, 18 brands and 28 products from the skincare, fragrance, make-up and haircare sectors. The campaign launched around World Refill Day on 16 June and aims to promote the use of refill solutions in the cosmetics market.
According to the company, this is the largest sustainability campaign in the group's history to date. The aim is to more strongly establish refill systems in the market across different price ranges and product categories. The background is an international consumer survey by Kantar, according to which 84 percent of consumers want to make more sustainable purchasing decisions.
Refill offers in all business areas
Brands from all four business sectors are participating in the campaign. In the luxury segment, new products from Lancôme, Yves Saint Laurent and Prada are being introduced, among others. The consumer goods division is integrating refill solutions from the Garnier brand for the first time. The professional hair brands Redken and L’Oréal Professionnel, as well as the dermatological brands La Roche-Posay, Vichy and CeraVe, are also part of the initiative.
According to L'Oréal, the respective refill products should demonstrate concrete material savings compared to the new purchase of an original container. As an example, the company cites the refill pack for the skincare product „Lancôme Absolue Longevity Soft Cream“, which uses less glass, metal, plastic, and cardboard compared to repurchasing the standard jar.
Investments in circular solutions
The refill strategy is part of the Group's broader packaging and sustainability goals. It is supported by the „L'AcceleratOR“ programme, for which L'Oréal is providing €100 million, according to the company. This includes funding for new packaging materials and circular solutions.
In addition, the company is investing in special production capacities for refillable packaging at several sites. Between 2019 and 2025, the number of refillable solutions offered company-wide increased by a factor of 3.7. In parallel, L'Oréal is supporting projects for packaging based on algae, bio-based plastics from sugar cane, and recyclable paper bottles.
Source: L'Oréal
