L’Oréal Groupe champions refillable beauty with #JoinTheRefillMovement campaign

L’Oréal Groupe has launched its first global multi-brand, multicategory and multi-channel campaign—#JoinTheRefillMovement. 

Centered around encouraging consumers to embrace refills as the latest beauty ritual, the campaign looks to contribute to a more sustainable future and brings together some of the company’s most notable brands, including 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.

“This campaign brings together some of our most iconic brands to invite consumers everywhere to #JoinTheRefillMovement,” explained Blanca Juti, chief corporate affairs and engagement officer at L’Oréal. “We’d love consumers around the world to experience how easy and rewarding it is to make the switch to refills and incorporate them into their regular beauty routines.”

[Related: Sephora doubles down on sustainability efforts]

Through advertising, social media content and a dedicated hashtag, the campaign will encourage consumers to engage and participate by working alongside major retailers to raise visibility about the number of refills now available across a wide range of products. 

“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,” explained Ezgi Barcenas, chief corporate responsibility officer at L’Oréal.  “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.”