The Perfume Shop smells success with L’Oreal’s refillable fragrance brands

29 Nov 2023 --- The Perfume Shop partners with L’Oreal to launch the “first multi-brand fragrance refill station” in the UK. Fragrances include scents from YSL, Prada, Lancôme, Armani and Mugler.

The Perfume Shop says demand for refillable fragrances is up 23%, compared to +9% for non-refillable fragrances. The company sees refillable solutions saving consumers 29% on average. 

“We’re delighted to be introducing the UK’s first multi-brand fragrance refill station, especially in the thriving Nottingham store. Sustainability for The Perfume Shop is important to us as a business, and we know that fragrance is the leading innovation in the market for refillable prestige beauty products,” says Gill Smith, managing director at The Perfume Shop.

“Nottingham has a fresh, broad range in their demographic. It’s a great city with lots to offer, so it is the perfect location for the multi-brand refill station. We can’t wait to see where this partnership with L’Oréal goes in the future.”

Luxury perfume refills
The Perfume Shop’s new refillable station is located in Victoria Centre at its Nottingham store. Perfume bottles of 30ml or more of the selected brands can be refilled at the location.

Perfume brands are looking for refillable options to meet environmental sustainability demands.“This innovation is an important step in making refills accessible in-store with our multi-brand fountain and at home with our strong portfolio of refill cartridges,” adds James Rickards, luxe managing director from L’Oréal UK & Ireland.

“Our luxury refillable fragrances don’t just benefit the environment but also our consumers because the more they refill their fragrances, the more money they save too.

The fragrances available at launch are all eaux de parfum, except Armani Code eau de toilette. The rest include: YSL MYSLF, Prada Paradoxe, Lancôme La Vie Est Belle, Mugler Alien, Mugler Angel, Armani Si Intense and Armani My Way.

Refillable revolution
Many personal care companies have been adopting refillable solutions to cater to consumer demand and keep up with the trend.

House of Armani revealed its refillable perfume bottle at Luxe Pack 2023 alongside French fragrance house Koesio and bottle supplier Coverpla, who demonstrated two refillable perfume bottles at the tradeshow.

German color cosmetics manufacturer and supplier Schwan Cosmetics also showcased its refillable mechanical lip liner called PowerUpYourPout at Cosmopack Asia 2023 in Hong Kong.

Caudalie collaborated with Lumson to create the packaging for its Premier Cru La Crème Riche Anti-age Global, selecting the De Luxe Re Place, a refillable glass jar with an inner PP cup.

Edited by Sabine Waldeck