L'Oréal has launched a global multi-brand campaign under the hashtag #JoinTheRefillMovement. The aim is to sensitise consumers to sustainable refill solutions in the beauty sector.
L'Oréal Groupe, the world's leading cosmetics company, is calling on consumers around the world to join the refill trend. With the new global campaign #JoinTheRefillMovement, the company is working with well-known brands such as Lancôme, Armani Beauty, Yves Saint Laurent Beauty and Kiehl's to establish refill products as an integral part of the beauty routine.
The initiative was launched on the occasion of World Refill Day and is based on a combination of online communication, social media and retail activations. The aim is to raise awareness of the benefits of refill products - both for the environment and your wallet. According to L'Oréal, for example, buying a 100ml La Vie Est Belle Elixir refill saves around 73 per cent glass, 66 per cent plastic and 61 per cent cardboard compared to two 50ml bottles.
„We want to invite consumers worldwide to discover refill products as a new beauty habit,“ says Blanca Juti, Chief Corporate Affairs & Engagement Officer at L'Oréal. Ezgi Barcenas, Chief Corporate Responsibility Officer, adds: „As a market leader in the beauty sector, we see it as our responsibility to promote circular solutions on a large scale.
According to the company, the supply of refill products has increased 17-fold in the past five years. The range now also includes many top sellers in the women's and men's fragrance segment. The campaign is also intended to emphasise the Group's long-term commitment to more sustainable product solutions and the reduction of its ecological footprint.
Source: L'Oréal
