World Refill Day: L’Oréal promotes circularity with refill campaign
Key takeaways
- L’Oréal’s third #JoinTheRefillMovement campaign features four divisions, 18 brands, and 28 products across beauty and personal care.
- The campaign aims to close consumer knowledge gaps around refillable packaging.
- L’Oréal says its refillable product options increased 3.7 times between 2019 and 2025.
L’Oréal has launched its third #JoinTheRefillMovement campaign to promote refillable packaging alternatives in the personal care sector, bringing together four divisions.
On World Refill Day 2026, L’Oréal’s campaign aims to build on previous movements, addressing the knowledge gap about refill. The campaign includes advertising and social media content, and spotlights retail partnerships to ensure refill options are “visible and easy to access.”
Blanca Juti, chief corporate affairs and engagement officer at L’Oréal, says: “With 18 brands and 28 products, we are showing that refillable beauty is for everyone, across every category, every price point, and every channel.”
She adds that the campaign aims to help consumers switch to refill without sacrificing performance or cost.
According to L’Oréal, the number of refillable options offered by the group has risen 3.7 times between 2019 and 2025.
Refill for personal care
L’Oréal says that despite consumer demand for sustainable options, awareness around refillable packaging remains limited. The campaign aims to address discoverability, reassurance on performance, and inform about the price advantages of refills.
The segments included in the campaign are its Luxe Division, which features Youth to the People and Helene Rubinstein for the first time; its Consumer Products Division, featuring Garnier for the first time; and its Professional Products Division and Dermatological Beauty Division.
Each product featured in the refill campaign posts a refill statistic. For example, buying one Lancôme Absolue Longevity Soft Cream Refill instead of repurchasing the standard jar helps to reduce glass use by 100%, metal by 95%, plastic by 42%, and cardboard by 36%, according to the beauty giant.
Ezgi Barcenas, chief corporate responsibility officer at L’Oréal, says: “Making refills the new norm requires a fundamental evolution across our entire value chain, from supply chain to product design to retailer partnerships and consumer engagement.”
“Combined with our L’AcceleratOR program, we are continuously identifying, piloting, and scaling the breakthrough technologies that will define next-generation packaging materials and systems.”
L’Oréal has dedicated refill stations in France for fragrances at its Gauchy and Aulnay facilities, for skin care at Vichy, and at Burgos in Spain.
