In June 2025, we launched our first global multi-brand, multi-category, multi-channel campaign called #JoinTheRefillMovement.

Timed to coincide with World Refill Day, on the 16th of June, the campaign was designed to encourage consumers to embrace refills as the latest beauty ritual and contribute to a more sustainable future.  It brought together some of the Groupe’s most iconic brands including Lancôme, Armani beauty, Yves Saint Laurent Beauty, Kiehl’s, Mugler, Maison Margiela Fragrances, Prada Beauty, Valentino Beauty, L’Oréal Paris, Kérastase, L’Oréal Professionnel, and La Roche Posay.

This muti-polar campaign contained eye-catching advertising and social media content, together with a dedicated hashtag #JoinTheRefillMovement, designed to serve as a call to action, to encourage consumer participation and engagement.  The individual brands also posted their own branded content, many featuring their brand ambassadors, showing how easy it was to use refill options.

The campaign was further amplified by major retail partners to raise visibility about the number of refill options now available across a wide range of beauty products.