PARIS – L’Oréal’s new corporate campaign promoting refills, in sync with World Refill Day on Tuesday, has expanded in scope.
Called #JoinTheRefillMovement, it is a cross-divisional, multibrand, multicategory and multichannel activation which includes ambassadors, retailers and employees, as well.
The campaign spans 28 products – encompassing the skin care, fragrance, makeup and hair care segments – from 18 brands in all four of the group’s divisions. This is the biggest refill movement push to take place since the campaign’s launch by L’Oréal Luxe in 2024.
L’Oréal believes it has a key role to play in ensuring consumers adopt refills. The group “is trying to bring even more scale into this refill movement that we animate,” said Antoine Vanlaeys, L’Oréal chief operations officer.
In one year, the company has increased by 34 percent the number of product formats that are refillable. “We take the opportunity of the renovation or the launch of our new products to make them by design refillable,” he continued.
