Henkel-owned premium hair care brand Authentic Beauty Concept has introduced a Refill Bar at selected hair salons across Europe.
The brand is encouraging consumers to treat their hair care bottles as reusable coffee cups in order to drive out single-use plastics.
During its pilot phase, the group intends to gain experience on how consumers react to the new stations, which have launched in Germany, Austria, Switzerland, France, the Netherlands and other European countries.
“As a brand, we believe that we can all make a difference, even with small actions,” said the Authentic Beauty Concept.
“When we put all of those individual efforts together, and come together as a community, we can create real change and make bigger steps in the right direction.”
In-store, stylists will provide a personal consultation with clients to find out their concerns and routines, before recommending a product line.
From here, customers can fill up their bottle and return for a refill once it is empty.
The refillable bottles are made from 92% recycled plastic and use labels that are 85% bio-based, a renewable source to traditional polyethylene labels.
Refillable stations have become increasingly ubiquitous in the beauty retail space as shopping consciously becomes mainstream.
Authentic Beauty Concept’s launch follows Europe’s ‘largest’ refillable initiative set up by Unilever in partnership with Asda.
Inside Asda’s sustainability store, Leeds, UK, eco-conscious beauty shoppers can refill their Radox shower gel, Simple liquid hand wash and Alberto Balsam shampoo and conditioner.
Meanwhile, Boots and L’Oréal-owned brand Maybelline have introduced in-store recycling schemes for hard-to-recycle products, such as mascaras and toothpaste tubes.
Visiting shoppers can return any of their empty beauty products to branded recycling bins at selected stores nationwide.