Join The Refill Movement: L'Oréal Indonesia Hadirkan Solusi Produk-Produk Kecantikan Premium yang Berkelanjutan
Welcoming the celebration of World Refill Day, which falls every June 16, L’Oréal Groupe, as a global beauty industry leader present in Indonesia for over 45 years, reaffirms its commitment to creating beauty that not only inspires but also delivers positive impacts for society and the environment. Through its long-term sustainability initiative, L’Oréal for the Future, L’Oréal introduces the Join The Refill Movement campaign, a collective movement to make refill packaging an integral part of a more sustainable beauty lifestyle.
A study reveals that 86% of Gen Z consumers show interest in sustainable products1. Additionally, 90% of consumers aged 18-24 are even willing to pay more for refillable and sustainable products2.
This sustainable beauty trend aligns with L’Oréal For The Future, L’Oréal Groupe's sustainability commitment for 2030. Alongside addressing the climate crisis, preserving nature, and empowering communities, L’Oréal also focuses on the "Drive Circularity" pillar, which promotes circular packaging innovation and transformation.
Melanie Masriel, Chief of Corporate Affairs, Engagement, and Sustainability L’Oréal Indonesia stated, "For more than 25 years, L’Oréal has demonstrated a strong commitment to sustainability. World Refill Day is an important momentum to strengthen awareness, inspire behavioral change, and show that every small action, including refilling packaging, can make a real contribution to the environment. In this spirit, we are launching Join The Refill Movement as a collective step toward a more sustainable future of beauty.”
L’Oréal Refill-at-Home Innovation: Luxury Beauty and Sustainability Hand-in-Hand
As part of its commitment and the "Drive Circularity" pillar, L’Oréal Indonesia has become a pioneer in presenting a portfolio of refill-at-home products from its leading brands. This ranges from Professional Products like Kérastase, which introduces hair oil in premium refillable bottles, to L’Oréal Luxe, which offers a range of luxury refillable products across all categories: skincare, haircare, makeup, and fragrance.
Here are several examples of L’Oréal's refill-at-home product range:
Kiehl’s Ultra Facial Cream Refill can reduce plastic usage by 61%.
Lancôme Absolue Refill is able to reduce plastic usage by 32%.
La Roche-Posay Effaclar Foaming Gel Refill can reduce plastic usage by 73%.
Kérastase Elixir Ultime Hair Oil Refill is made from 100% recycled plastic, 30% recycled glass, and can reduce glass usage by 148 tons per year—equivalent to ¾ of the height of the Louvre Museum pyramid in Paris.
Kérastase Shampoo Refill can reduce plastic usage by 82%.
Yves Saint Laurent Beauty Touche Eclat Glow-Pact Cushion Refill offers convenience for consumers to refill in just two easy steps.
Yves Saint Laurent Libre Eau de Parfum Refill reduces the use of glass by 58%, plastic by 59%, and paper by 42%
Lancôme Idole Eau de Parfum Refill can reduce glass usage by 42%, plastic by 11%, and metal by 66%.
Giorgio Armani Acqua di Gio Eau de Parfum Refill is able to reduce the use of glass by 42%, plastic by 16%, metal by 75%, and paper by 37%.
Venesia Rizani, Business Unit General Manager YSL Beauty & Armani Beauty in Indonesia explained, “With L’Oréal's refill-at-home products, consumers do not have to compromise on luxury; instead, it enhances the luxury experience. We want to preserve the signature aesthetic and elegance of luxury beauty packaging while upholding sustainability values and ingredient quality. Therefore, we are accelerating refill innovation across our flagship product lines, focusing on packaging that is not only environmentally friendly but also practical, efficient, and elegant. Interestingly, our consumers feel more empowered because they play an active role in making sustainable choices.”
Refill-at-home:The Right Solution for Mindful Consumers
Beyond its environmental impact, L’Oréal's refill-at-home innovation offers tangible benefits for consumers. Refill packaging is generally more economical than purchasing a new full-size product, while also being more practical and hygienic for home use. Furthermore, the design of the refill packaging maintains a premium aesthetic, making it part of a smart, modern, and eco-conscious lifestyle.
“To deliver the right refilling technology, we conducted extensive research to find methods that are both effective and preserve the premium feel. To put it into perspective, over one year, Kérastase Elixir Ultime can reduce glass usage by up to 148 tons, equivalent to ¾ of the height of the Louvre Museum in Paris. Consumers receive multiple benefits, from the economic aspect and a luxurious experience to the feeling of contributing to environmental sustainability. On average, refill product prices are 10-30% lower than regular products. Our research also shows that consumers perceive products in refill formats as feeling more premium and three times more sustainable,” said Freddie Banks, General Manager L’Oréal Professional Product Division Indonesia.
L’Oréal's commitment to sustainability does not stop at products. L’Oréal also actively encourages its business ecosystem to prioritize sustainability. This includes introducing eco-friendly pop-up stores, providing incentives for Beauty Advisors (trained beauty experts) and consumers who purchase refills, and driving the luxury sustainable beauty trend through digital content. By integrating refills into daily routines, L’Oréal aims to help shape a new culture in sustainable beauty lifestyles.
This spirit is aso championed by Jolene Marie Rotinsulu, Actress and Puteri Indonesia Lingkungan 2019: "As a user of luxury beauty brands like Kiehl's, I highly relate to the growing awareness of more sustainable beauty products. I deeply appreciate brands like L’Oréal that have very concrete sustainability commitments. As a consumer, I am amazed that L’Oréal offers so many refill-at-home products across various categories and continues to enrich its portfolio.”
Through Join The Refill Movement, L’Oréal Indonesia not only introduces a range of refill-at-home innovations but also invites various stakeholders to be part of the change.
“This movement voices the importance of collaboration between brands, the government, and the wider community. Join The Refill Movement encourages every individual to take small steps—starting from choosing luxury beauty products that offer refillable packaging to building new, more environmentally responsible habits,” concluded Melanie.