L’Oréal Groupe launched its first global multi-brand, multicategory, multi-channel campaign—the #JoinTheRefillMovement. Coinciding with World Refill Day, on the 16th of June, the campaign encourages consumers to embrace refills and contribute to a more sustainable future. 

This campaign brings together 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.

Ezgi Barcenas, Chief Corporate Responsibility Officer at L’Oréal, said, 

“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 mobilizing our brands, our business partners, and our consumers to make refills the new norm.”

The campaign champions:

• Refill Heroes: Refilling products like Lancôme’s La Vie Est Belle Elixir, saving 73% glass, 66% plastic, and 61% cardboard, demonstrating the tangible benefits of refills.
• Global Activation: A 360° campaign, featuring ambassadors like Dua Lipa and Emma Watson, will inspire consumers worldwide.
• Sustainability Leadership: Since 2019, L’Oréal has increased reusable product references by 1621% and achieved 49% refillable, reusable, recyclable, or compostable plastic packaging.

Additionally, eye-catching social media content and a dedicated hashtag #JoinTheRefillMovement will serve as a call to action to encourage consumer participation and engagement. 

The campaign will raise visibility about the number of refill options now available across a wide range of beauty products.

While 78% of consumers express interest in buying more sustainable products, many remain unaware of refillable options and their lower environmental impact. This campaign showcases the tangible benefits of refills, demonstrating how they can be good for the planet.

The Group has also significantly adapted its manufacturing sites worldwide to enable a 17-fold increase in the number of refillable options available over the past five years.