Beauty and sustainability are no longer mutually exclusive concepts, thanks to L'Oréal Philippines' innovative refillable beauty campaign. Launched at the SM Store's beauty floor in Makati, the #JoinTheRefillMovement is part of a global initiative that aims to reduce waste and promote eco-friendly practices in the beauty industry.
While the campaign covers four divisions, 18 brands, and 28 products, the event showcased a few brands available in SM Makati that are now refilling their products. Perfume lines from YSL and Lancôme, as well as skincare and haircare products from Kiehl's and Kerastase, can now be refilled by purchasing a refill pack.
Choosing to refill bottles of YSL's Libre EDP and MYSLF EDP can save up to 58% of glass and eliminate metal waste. Refilling an old bottle of Lancôme's Idôle saves up to 63% glass and 15% plastic, while refilling Kiehl's Ultra Facial Cream's pouch reduces plastic packaging by 61% and overall packaging weight by 94%. Additionally, the refill packs can be cheaper, with savings of up to P1,000.
According to a recent international survey, 84% of consumers want to make more sustainable choices. However, a lack of awareness of refills and the gap between intention and action remain challenges that this campaign directly addresses. L'Oréal Philippines aims to drive discoverability, reassure customers on practicality and performance, and make the price advantage clear.
In the Philippines, 75% of consumers prefer sustainable and eco-friendly brands and actively seek brands that offer ways to offset their impact on the environment. Refill systems provide one practical and effective way to bridge the gap by making products reusable and refillable to reduce unnecessary packaging waste and conserve resources.
For L'Oréal Philippines, the refill campaign is not just a trend, but a permanent shift toward a more circular future. "We are asking consumers to make one straightforward choice: to choose the refill as a better option: better value, less waste, and increasingly, a more beautiful one too," said the company's country managing director. The campaign is a win for both the customer and the planet.
L'Oréal Philippines is also making moves to expand its sustainability efforts beyond the refill campaign. The company recovers, upcycles, and recycles 100% of its equivalent plastic volume in partnership with Plastic Credit Exchange (PCX), going beyond local Extended Producer Responsibility (EPR) regulations. Additionally, L'Oréal launched the Recycle for Rewards Program with Watsons Philippines in 2023, which encourages consumers to return used beauty packaging for proper recycling.
The refill campaign is set to roll out to more than 100 Watsons stores this year, with plans to expand to online shopping platforms and other offline retailers. As the company's country managing director noted, "We need to choose our priority, to have the bigger impact." The future of beauty is looking more sustainable than ever.
