THE WHAT? L’Oréal Hong Kong has announced a new recycling program for 13 of its beauty brands, starting at the end of this month, according to a report by Marketing Initiative.
THE DETAILS Brands such as Kiehl’s, Lancôme and L’Oréal Paris will be accepting empty containers in stores, which will then be recycled.
Launched in collaboration with local social enterprise V Cycle, packaging accepted in the scheme includes glass and metal mascara tubes, brow pencil tubes, plastic bottles, and lipstick cases.
THE WHY? The initiative follows L’Oréal Hong Kong’s recent Green Beauty Consumer Survey, which found that 70% of consumers state they have a more serious attitude toward environmental issues and that they are more willing to reduce their use of plastic.
Eva Yu, President and Managing Director L’Oréal Hong Kong, said, “The survey has helped us better understand the local consumer attitude and behaviour towards sustainability. We are at a critical point with regards to the future of our planet, and we welcome the increased awareness on this front. As a leader in the beauty industry, our goal is to work closely with our local community to drive sustainability and take actions with consumers to preserve the environment. As such, our first-ever recycling campaign is designed to do exactly this.”