Selfridges launches Project Earth to 'reinvent retail' in beauty and fashion

The environmental push from the luxury British department store is hoping to tap into the evolving ethical-minded consumer

Luxury department store chain Selfridges has started offering recyclable and refillable beauty services as part of a wider shift into sustainable retail.

Consumers are moving towards eco-friendly shopping causing Selfridges to evolve its business model, said Managing Director Anne Pitcher.

While refillable fragrance options are already established in the business, as part of the 'Project Earth' initiative, Selfridges is working with 80 beauty brands and 20 new cross-category launches to focus on reusable concepts.

Currently, 25 beauty brands offer refillable products at Selfridges, including Charlotte Tilbury, MAC, Tom Ford and Armani.

LVMH-backed make-up brand La Bouche Rouge will expand its refill lipstick range into the high-end store.

The Weston family-owned company has also partnered with recycling service TerraCycle to enable shoppers to responsibly dispose of any used cosmetic items.

Selfridges stores in London, Birmingham and Manchester will now use recycled or sustainably sourced materials to signpost more than 130 brands that are 'reducing waste', 'organic' and 'vegan'.

The responsible plan

'Project Earth' sees the luxury retailer pledge to stock products that use sustainably sourced materials, including plastic, cocoa, cotton, palm oil, wood and paper, leather and forest-derived fibres.

Selfridges also plans to achieve a net zero carbon footprint by 2050, in line with the Paris Agreement. By 2030, the retailer aims to reduce its greenhouse gas emissions by 64%.

Pitcher attributed the coronavirus pandemic to consumers adopting a "more considered mindset" and "new expectations for retail".

"We firmly believe evolving the way we do business and supporting change in the way people shop is essential to building a more sustainable business," she continued.

"And the tough, stretching targets we have set ourselves underpin our commitment to change our business and our ambition to image and create a sustainable future for our customers."

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