L’Occitane is latest beauty player to opt for in-store refills

By Julia Wray | Published: 6-Aug-2021

The initiative in selected boutiques will contribute to a one ton reduction in plastic waste in first year

With consumers returning to brick-and-mortar stores and demand for environmentally-friendly packaging solutions stronger than ever, it’s no surprise that the pre-pandemic movement for in-store refill fountains is picking up once more.

The latest company to roll-out this green solution is L’Occitane, which, following a successful pilot programme and positive feedback from shoppers, is installing its Refill Fountain in 60 boutiques across 27 countries.

The use of refills is anticipated to save L’Occitane one ton of plastic within its first year.

In the UK, Refill Fountains have been installed in four boutiques at the brand’s flagship in Regent Street, as well as its stores in Richmond, Cardiff and Glasgow. And the intention is to install the refills in additional locations in coming months.

The fountains will offer refills for five of L’Occitane’s most popular products: Almond Shower Oil, Classic Verbena Shower Gel, Shea Verbena Liquid Soap, Intensive Repair Shampoo and Intensive Repair Conditioner.

Each refill will save and average of 40g of plastic in comparison with the original packaging.

Consumers can either bring in an empty bottle or purchase L’Occitane’s aluminium Forever Bottle and pump, available in 250ml and 500ml sizes (from £3).

Given the ongoing global battle against Covid-19, it stands to reason that the brand’s refill system has been engineered to ensure the strictest hygiene standards.

It can also be adapted depending on the size of the boutique.

Before the global pandemic forced retailers to shut shop, the installation of in-store refill systems was a growing trend in 2019 and early 2020.

Neal’s Yard Remedies introduced refills in selected stores, while fragrance house Mugler revamped its refill service.

Eco beauty pioneer Beauty Kitchen, meanwhile, took the concept out of stores by announcing the rollout of 1,000 refill stations both in shops as well as other locations, like salons and train stations, across the UK.

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