# Global Beauty Campaigns L’Oréal Marks World Refill Day With a Global Campaign By Georgia Wray Norsten | Published 2025-06-15 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/world-refill-day References: [wwd](https://wwd.com/beauty-industry-news/beauty-features/loreal-launching-global-campaign-world-refill-day-1237915683/)  World Refill Day sees L’Oréal launching its most expansive sustainability campaign to date; a multi-brand, multichannel global initiative called #JoinTheRefillMovement. In a first for the beauty titan, this corporate-wide activation unites 12 of its major brands, including Lancôme, YSL Beauté, Kiehl’s, Maison Margiela, Prada, L’Oréal Paris, and La Roche-Posay, in a coordinated push to promote refillable beauty formats across skin care, hair care, fragrance, and makeup. Timed with June 16’s World Refill Day, the campaign features global advertising, influencer-led education, and an urgent consumer call to reduce single-use packaging. L’Oréal cites compelling environmental savings -- like 73% less glass waste when using a 100ml refill vs. two 50ml bottles -- as key reasons to switch. The initiative also aims to correct low awareness, despite 78% of consumers expressing interest in more sustainable products. Image Credit: L'Oréal ## Trend Insights (Trend Hunter) - Score: 7.6/10 - Popularity: 90% | Activity: 96% | Freshness: 43% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Activism](https://www.trendhunter.com/activism) ## Key Themes ### What's Driving This Trend - **Refillable Beauty Formats:** Refillable beauty products are gaining traction as consumers and brands seek to reduce packaging waste and environmental impact. - **Influencer-led Eco Campaigns:** Brands are increasingly leveraging influencers to educate and engage consumers about sustainability initiatives in the beauty industry. - **Cross-brand Sustainability Collaboration:** There is a rising trend of major beauty brands collaborating on sustainability efforts to amplify impact across multiple product lines. ### Who This Affects Most - **Sustainable Beauty:** The beauty industry is seeing a shift towards sustainability, with companies adopting eco-friendly packaging and refill systems. - **Influencer Marketing:** Influencer marketing is evolving to focus on educating consumers about sustainability and driving engagement in eco-conscious campaigns. - **Corporate Sustainability Initiatives:** More corporations are launching large-scale sustainability initiatives that unite multiple brands under a common environmental goal. ## Related on Trend Hunter - [Refillable Cosmetic Campaigns](https://www.trendhunter.com/trends/jointherefillmovement.md) - [Fragrance Refill Stations](https://www.trendhunter.com/trends/loral-canada-and-shoppers-drug-mart.md) - [Fragrance Refill Fountains](https://www.trendhunter.com/trends/fragrance-refill.md) - [Refillable Skincare Lineups](https://www.trendhunter.com/trends/refillable-skincare1.md) - [Refillable Hair Oil Cosmetics](https://www.trendhunter.com/trends/elixir-ultime-hair-oil.md) - [In-Store Perfume Refill Stations](https://www.trendhunter.com/trends/perfume-refill-station.md) - [AR-Powered Vending Machines](https://www.trendhunter.com/trends/snapchat-and-loreal.md) - [Sustainable Skincare Initiatives](https://www.trendhunter.com/trends/kao.md) - [Collective Participation Campaigns](https://www.trendhunter.com/trends/collective-for-the-planet.md)