On the occasion of World Refill Day, the L’Oréal group is launching its first global multi-brand campaign dedicated to promoting refillable products on June 16. An unprecedented mobilization of its entire portfolio – from luxury to mass-market brands, including professional ranges – around a single motto: #JoinTheRefillMovement.
Through an international multi-channel strategy, the French beauty giant aims to transform refilling into a new sustainable reflex for consumers. Displays, digital content, social media… the platforms are multiplying to highlight the environmental benefits of refills, whether for skincare, makeup, or perfumes.
The goal is clear: to create a new industrial standard, more circular and more eco-responsible. “We have both the opportunity and the responsibility to change behaviors on a large scale,” says Ezgi Barcenas, the group’s CSR director. In five years, L’Oréal has increased its refillable options in its product lines by 17 times.
The campaign also focuses on education, illustrating the concrete impact of this choice. For example, purchasing a 100 ml refill of the perfume La Vie Est Belle Elixir would save 73% glass, 66% plastic, and 61% cardboard compared to two 50 ml bottles. “We want to show that this simple gesture is both rewarding, effective, and accessible,” explains Blanca Juti, director of general affairs.
This new initiative reinforces the group’s sustainable strategy. By 2024, nearly half of L’Oréal’s plastic packaging was already refillable, reusable, recyclable, or compostable. It also coincides with solid financial results: +3.5% growth in the first quarter of 2025, with a revenue of 11.73 billion euros, confirming the group’s resilience and leadership despite a tense market.
With Journalduluxe.fr