L’Oréal Groupe launched its first global multi-brand, multi-category and multi-channel campaign, #JoinTheRefillMovement to coincide with World Refill Day (16 June).
The initiative aimed to drive consumer adoption of refillable beauty products by positioning refills as a new beauty ritual and a meaningful step towards greater sustainability.
The campaign brought together a wide selection of the company’s leading 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.
Backed by in-store activations, advertising and coordinated digital activity, the campaign used the #JoinTheRefillMovement hashtag to encourage consumer participation and engagement. Major retail partners supported the initiative by increasing visibility and access to refillable products across key markets and sales channels, including travel retail.
The campaign responds to growing demand for more sustainable beauty choices. According to L’Oréal, while 78% of consumers express interest in purchasing sustainable products, many remain unaware of the refill options available. The beauty leader aims to address this awareness gap by highlighting refills’ many environmental and cost benefits.
For instance, replacing two 50ml bottles of La Vie Est Belle Elixir with a single 100ml refill helps save -73% of the glass, -66% of the plastic and -61% of the cardboard.
“This campaign brings together some of our most iconic brands to invite consumers everywhere to #JoinTheRefillMovement,” commented L’Oréal Groupe Chief Corporate Affairs & Engagement Officer Blanca Juti. “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.”
L’Oréal Groupe Chief Corporate Responsibility Officer Ezgi Barcenas added, “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. Achieving this vision at scale demands more than innovation – it requires intention and action. That is why we are mobilising our brands, our business partners and our consumers to make refills the new norm.”
#JoinTheRefillMovement forms part of L’Oréal Groupe’s broader sustainability agenda, which focused on reducing environmental impact across the product lifecycle.
Over the past five years, the company has increased its portfolio of refillable products 17-fold, now including hero men’s and women’s fragrances. ✈
