Contributing to a more sustainable world and responding to consumers’ demands are the main objectives of the new global campaign of L’Oréal Groupe. It’s about your First multi -brand campaign, multicategory and multichannel And it is launched on the occasion of World Refill Day, which is celebrated every June 16.
It is an unprecedented effort for the company and brings together More than a dozen brands -Lancôme, Armani Beauty, Yves Saint Laurent Beauty, Kiehl’s, Mugler, Prada Beauty, Valentino Beauty, L’Oréal Paris, Kérastase, L’Oréal Professionnel and La Roche Posay-. Under the concept “Join The Refill Movement ”, The beauty company encourages consumers to adopt the rechargeable formats of cosmetics and adopt more conscious beauty rituals.
As they express from L’Oréal Groupe, the objective of communication is to increase awareness about Benefits of recharges. According to the company, 78% of consumers express interest in buying more sustainable products, but many do not know the rechargeable options and their lower environmental impact.
In this regard, the campaign will focus on the tangible benefits of recharges, pointing out its positive impact on both the planet and in the pocket of users. According to L’Oréal Groupe, for each purchase of a 100 ml recharge, instead of buying two 50 ml jars of the fragrance, the VI Est Belle Elixir can save 73% glass, 66% plastic and 61% cardboard.
The campaign will take place in different channels, especially in social networks, where it has already begun to activate both in the group’s profiles and the different participating brands. In addition, it will be amplified by ambassadors and collaborators of the brands with the intention of increasing the scope of the message.
“This campaign brings together some of our most iconic brands to invite consumers around the world to join the Refill movement“, explained Blanca Juti, global director of Corporate Affairs and Communication of L’Oréal Groupe, in the statement.”We would love that consumers around the world experience how easy and gratifying it is to change the recharges and incorporate them into their usual beauty routines ”.
From the group they claim that the campaign is aligned with its long -term commitment to Reduce the environmental footprint of your activity and offer more sustainable solutions to consumers. It highlights, among other things, that it has carried out the adaptation of its manufacturing centers to achieve an increase of 17 times in the number of rechargeable options available in the last five years.
“As a world leader in beauty, we have the opportunity, as well as responsibility, to create more circular solutions and establish a new standard in the industry”, Said Ezgi Barcenas, Global Corporate Responsibility Director of L’Oréal Groupe.”Achieving this vision at a scale requires more than innovation: it requires intention and action. That is why we are mobilizing our brands, our business partners and our consumers so that recharges are the new standard”
