L’Oréal has launched its first global multi-brand, multi-category, multi-channel campaign, designed to encourage consumers to embrace product refills.
Timed to coincide with World Refill Day (16th June), the ‘Join The Refill Movement’ campaign brings together some of the group’s biggest 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.
In addition to advertising and social media content, a dedicated hashtag #JoinTheRefillMovement, will serve as a call to action to encourage consumer participation and engagement. The campaign will be further amplified by major retailers to raise visibility about the number of refill options now available across a wide range of beauty products.
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 are said to be unaware of refillable options and their lower environmental impact.
“This campaign brings together some of our most iconic brands to invite consumers everywhere to #JoinTheRefillMovement,” commented 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.”
Ezgi Barcenas, chief corporate responsibility officer at L’Oréal, 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.”
