L'Oréal Luxe, a global leader in the luxury beauty market, has announced its commitment to eco-design of your packaging through rechargeable formats, with the objective of these formats assuming the 10% of products produced at the end of the year and 30% by 2025. The promotion of these formats will mean a substantial saving of resources -43% glass, 67% metals, 21% plastic and 16% paper- thus minimizing the environmental impact.
With the purpose of promoting sustainable and practical alternatives that encourage citizens to make environmentally friendly decisions through rechargeable formats, the Luxury Division of L'Oréal Groupe has launched the “More sustainable luxury” campaign. Recharge, save and contribute”, coinciding with two major events on the sustainability calendar: World Environment Day and Recharge Day.
Through this campaign the Luxury Division, leader in the fragrance refill market with a market share of 58,6% (NPD Group, 2023), educates about the need to incorporate recharge or refill formats in our perfume closet.
According to a study by McKinsey and Nielsen IQ, 78% of people want more sustainable consumption options. Aiming to offer convenient, eco-friendly alternatives that allow consumers to make environmentally friendly choices without compromising product quality or effectiveness, L'Oréal Luxe is expanding refillable options across all of its women's and men's fragrances. Currently, L'Oréal's Luxury Division, with brands such as Lancôme, YSL Beauty, Giorgio Armani, Mugler and Prada, already has the 28,1% of its beauty offering in rechargeable format.
In the words of Luc Lanel, general director of L'Oréal Luxe in Spain and Portugal: “From the Luxury Division of L'Oréal Groupe it is our responsibility to have a positive impact that transcends the economic result of the business. Thanks to education and awareness campaigns such as “More sustainable luxury. Recharge, save and contribute”, we want to drive significant changes in the beauty industry. Our goal is to align the values of our consumers with their purchasing decisions, positioning rechargeable formats not only as a sustainable alternative, but also as a firm statement of luxury and commitment.”
This initiative is part of the 'L'Oréal For the Future' sustainability programme, which establishes the Group's environmental and social objectives for 2030, including the use of 100% renewable energy for all factories and full traceability of base ingredients biological before 2030.
Benefits of perfume refills
Refills are at the heart of the L'Oréal Group's sustainability commitments, as included in the group's commitment to promote refillable, recyclable and compostable packaging. Specifically, in the perfume market, the Group has been a pioneer with the French brand Mugler, whose refillable perfumes were already launched with the launch of its Angel perfume for women 32 years ago.
Currently, many people are unaware that their favorite perfume has refill formats, however, the reality is that the offer is increasing in all L'Oréal Luxe brands, such as La vie est Belle perfumes by Lancôme, Libre and MYSLF by YSL Beauty, Acqua di Gio and Sì by Giorgio Armani, Angel and Alien by Mugler and Paradoxe by Prada, among others.
Another aspect that is being educated through this campaign is the ease and convenience of its use. Refilling a perfume is simple, just open the cap and unscrew the sprayer, then place the dispenser downwards and open it with a simple click until it is completely filled. The refill is then closed again and in the process there are no drips or waste. It is a simple and clean process, in addition to the fact that the use of the perfume is complete.
