L’Oréal Groupe has launched a fresh sustainability push promoting its refill options across top brands such as Lancôme, La Roche-Posay and Kérastase.
The global campaign across social media and with retail partners coincides with World Refill Day (16 June) – a global day of action for accelerating the shift away from single-use plastics.
Using the hashtag #JoinTheRefillMovement, L’Oréal aims to raise awareness about the benefits of beauty refills for the planet.
It is the first time the French beauty giant has launched a campaign across brands, categories and channels for what it described in its social media posts as “a shared mission that will change beauty for good”.
Blanca Juti, Chief Corporate Affairs & Engagement Officer at L’Oréal, 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.”
L’Oréal said it has increased the number of refillable options 17-fold over the past five years, including for fragrances for the likes of Prada, Yves Saint Laurent (YSL), Mugler and Armani.
High-profile ambassadors of L’Oréal brands have previously promoted fragrance refills, including musician Lenny Kravitz who is a YSL Beauty ambassador, and actress Emma Watson, who is the face of Prada Beauty’s Paradoxe fragrance.
Customers who opt for a 100ml refill of La Vie Est Belle, for example, instead of buying two standard 50ml bottles, save 73% glass, 66% plastic and 61% cardboard.
Other L’Oréal brands offering refills include Kiehl’s, Maison Margiela Fragrances, L’Oréal Paris and L’Oréal Professionnel.
“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, Chief Corporate Responsibility Officer at L’Oréal.
“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.”