In 2019, Maybelline initiated an ambitious plan to cut plastics.
Focusing on in-store point of sale displays, the business devised a strategy focussed on recycling, reusing and returning plastic parts.
In a single trial, Maybelline diverted 6.5 tonnes of plastic from landfill and recovered 10,000 parts for re-use.
A second trial by NYX Professional Make Up saved another 10 tonnes of plastic from landfill and together, the businesses collected enough recyclable plastic to create new parts for 2020. In 2020 the project will be rolled out to all retailers and all plastic parts for in-store displays will be made with recycled materials.