L’Oréal Launches Global Campaign for World Refill Day on June 16
L’Oréal is launching its first-ever cross-divisional campaign in honor of World Refill Day on June 16.
Timed to coincide with World Refill Day, on the 16th of June, the campaign is designed to encourage consumers to embrace refills as the latest beauty ritual and contribute to a more sustainable future. It brings together some of the Group’s most iconic brands including Lancôme, Armani beauty, Yves Saint Laurent Beauty, Kiehl’s, Mugler, Maison Margiela Fragrances, Prada Beauty, Valentino Beauty, L’Oréal Paris, Kérastase, L’Oréal Professionnel, and La Roche Posay.
Responding to the growing consumer demand for sustainable beauty options, the campaign aims to raise awareness about the benefits of refills. While 78% of consumers express interest in buying more sustainable products, many remain unaware of refillable options and their lower environmental impact. This campaign showcases the tangible benefits of refills, demonstrating how they can be good for the planet and for the pocket: for example, each time you buy a 100 ml refill instead of rebuying two 50ml bottles of La Vie Est Belle Elixir fragrance you help to save 73% glass, 66% plastic and 61% cardboard.
“This campaign brings together some of our most iconic brands to invite consumers everywhere to #JoinTheRefillMovement,” explained Blanca Juti, Chief Corporate Affairs & Engagement Officer at L’Oréal. “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.”
“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,” explained 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 mobilizing our brands, our business partners, and our consumers to make refills the new norm.”
This campaign showcases L’Oréal’s long-term commitment to reducing its environmental footprint and offering more sustainable solutions to consumers. The 115 year-old company has also significantly adapted its manufacturing sites around the world to enable a 17-fold increase in the number of refillable options available over the past five years, which now includes some of the world’s best-selling male and female fragrances.
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Photo Credit: Postmodern Studio / Shutterstock.com
