L'Oréal Groupe, the world's leading beauty company, has launched its first global multi-brand, multi-category, multi-channel campaign #JoinTheRefillMovement.

Timed to coincide with World Refill Day, on the 16th of June, the campaign is designed to encourage consumers to embrace refills as the latest beauty ritual and contribute to a more sustainable future. It brings together some of the Groupe’s most iconic 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.

In addition to eye-catching advertising and social media content, a dedicated hashtag #JoinTheRefillMovement, will serve as a call to action, to encourage consumer participation and engagement. The campaign will be further amplified by major retail partners to raise visibility about the number of refill options now available across a wide range of beauty products.

Responding to the growing consumer demand for sustainable beauty options, the campaign aims to raise awareness about the benefits of refills. 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 and for the pocket.

“This campaign brings together some of our most iconic brands to invite consumers everywhere to #JoinTheRefillMovement,” explained Blanca Juti, Chief Corporate Affairs & 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.” 

“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.”

This campaign showcases L’Oréal’s long-term commitment to reducing its environmental footprint and offering more sustainable solutions to consumers. The Groupe has also significantly adapted its manufacturing sites around the world to enable a 17-fold increase in the number of refillable options available over the past five years, which now includes some of the world’s best-selling male and female fragrances.

This year’s World Refill Day initiative highlights L’Oréal’s dedication to championing circularity with consumers. The Groupe will continue to innovate and engage consumers to minimize waste.