The Body Shop rolls out refill stations worldwide, extends in-store recycling scheme

03 Jun 2021 --- The Body Shop is launching an ambitious rollout of refill stations across 500 stores globally this year, and a further 300 stores in 2022. The company will also extend its in-store recycling scheme Return, Recycle and Repeat across 800 stores in 14 markets by the end of 2021.

“We want refills to become mainstream, easy and accessible to everyone. This is just our first step in a five-year plan to roll out refill stations across the globe,” comments Lionel Thoreau, global brand director for The Body Shop.

Reusable packaging is increasingly recognized as crucial to waste reduction, with wide-ranging support from NGOs, regulatory bodies and consumers. 

In addition to refill systems, some companies utilize packaging that can be easily repurposed and reused. Echoing this, Innova Market Insights pegged “Reusable Revolution” as one of the top packaging trends of 2021.

According to the market researcher, the majority of global consumers (52%) believe reusable packaging is the most sustainable model, followed by recyclable (50%) and recycled (39%), biodegradable (31%) and compostable (24%) (2021).

Return, Recycle and Repeat
Back in 1993, the company’s founder Anita Roddick started the in-store refill and recycling scheme, which the company notes was “pretty revolutionary” at the time.

“In 2019, we decided to bring it back. With so many different materials and guidelines around now, it can be confusing figuring out what to do with the bits in your bathroom cabinet. We relaunched our in-store recycling scheme to make it easier for you to recycle,” the company says.The Body Shop wants refills to become mainstream, easy and accessible to everyone.

Consumers can return any empty plastic bottles, tubs, tubes and pots. They are then informed by a member of staff, so they can understand how the recycling scheme works, what they can recycle and where to return their empties.

Afterward, with help from a member of staff, they put their clean, empty packaging into the recycling bin. Once the bin is full, the company’s recycling partner, TerraCycle, collects it so the packaging can be recycled or repurposed into new items like park benches and playgrounds.

Vegan-certified
The company also announced that by the end of 2023, its entire product formulations portfolio will be certified by The Vegan Society and carry its vegan trademark. 

The Vegan Society represents the global “gold standard” in vegan certification and takes a thorough approach to certification, checking on every supplier and manufacturer of raw materials. 

For The Body Shop, that's over 3,700 raw materials. Currently 60 percent of The Body Shop products are vegan.

“Going 100 percent vegan is a natural next step for us and vegan beauty is a critical next step in our sustainability and environmental endeavors. This, along with our global refill and in-store recycling programs makes The Body Shop a destination for ethically minded customers,” Thoreau adds.

The Body Shop is extending its in-store recycling scheme Return, Recycle and Repeat across 800 stores in 14 markets.

Refillable personal care
Other personal care and cosmetics players have also launched or tested refillable schemes to boost their environmental sustainability profiles.

Marking a significant stride in zero-waste beauty packaging, Armani Beauty unveiled a refillable perfume bottle for the latest addition to its olfactory family last July.

L’Oréal brand Biotherm sought to reduce packaging waste by piloting its first refillable skin care bottle for the Life Plankton Elixir Blue Fountain serum.

Meanwhile, P&G Beauty unveiled its first-ever reusable and refillable aluminum bottle system at scale for hair care applications.

In the same space, Henkel’s salon hair care brand Authentic Beauty Concept has set up product refill stations in selected hair salons throughout Europe. 

Lastly, TerraCycle’s reusable packaging platform Loop is expanding its partnership with US beauty retailer Ulta Beauty by launching a circular cosmetic packaging platform. Customers can shop online at a new Ulta and Loop collaborative website for beauty and personal care products in durable, sustainable packaging which will be refilled and reused.

By Kristiana Lalou