L’Oréal Groupe has launched #JoinTheRefillMovement, its first global, multi-brand sustainability campaign, encouraging consumers to adopt refillable beauty products as part of their regular routines. The initiative coincided with World Refill Day (June 16) and is aimed at reducing environmental impact across the beauty sector.
Key Highlights:
- Participating Brands: Lancôme, Armani Beauty, YSL Beauty, Kiehl’s, Mugler, Maison Margiela Fragrances, Prada Beauty, Valentino Beauty, L’Oréal Paris, Kérastase, L’Oréal Professionnel, and La Roche-Posay.
- Campaign Objective: Raise awareness of refill options and drive adoption by showcasing environmental benefits-such as up to 73% reduction in glass, 66% in plastic, and 61% in cardboard when switching to refills.
- Creative Direction: Developed with BETC; visuals captured by Studios Mimi and directed by Paul de Chassy. Campaign imagery features bold styling and a refill product to signal empowerment and intent.
- Consumer Insight: While 78% of consumers express interest in sustainable products, awareness of refills remains low.
“We want to make refills mainstream,” said Blanca Juti, Chief Corporate Affairs & Engagement Officer, L’Oréal.
“This is about ease, impact, and changing habits.”
- Sustainability Commitment: Over the past five years, L’Oréal has expanded its manufacturing capabilities to deliver a 17-fold increase in refillable product availability.
“Achieving scale in circular solutions requires more than innovation-it requires action,” added Ezgi Barcenas, Chief Corporate Responsibility Officer.
