L’OCCITANE Hong Kong ties loyalty programme to sustainability push

L’OCCITANE Hong Kong has kicked off a city-wide beauty care recycling experiment “Refill, Recycle & Rethink Beauty” in collaboration with V Cycle - a local social enterprise dedicated to provide recycle solution in Hong Kong.

Following the launch of the brand’s new #MEGA green pop-up in SOGO Causeway Bay, consumers can now take any skincare, bodycare and haircare item of any beauty brands to any L’OCCITANE’s stores and deposit their empties in specialist in-store recycling bins. The one-year experiment aims to collect 5,000 used beauty empties in the first three months. All the bottles collected will be sorted, processed and recycled into valuable materials such as rPET (recycled Polyester) by V Cycle.

To incentivise customers further, they will be given rewards by recycling beauty empties with #MEGA reward programme while help stopping single use plastic waste. The new #MEGA green pop-up in SOGO will also provide recycling education and upcycling workshops to the public. L’OCCITANE will donate HK$10 to V Cycle for every Eco-Refill product sold to support recycling and upcycling project.

“Our Hong Kong customers have told us they want to recycle their beauty empties. However, they wonder if the empties would really be recycled or just end up in the landfill,” explained Nathaëlle Davoust, general manager of L’OCCITANE HONG KONG. “Now, we are making it easy with the recycling stations in our stores. We partner with V Cycle who not only recycles professionally all types of bottles, but also gives opportunities of work to women in need”.

Currently, all bottles of L’OCCITANE Aromachologie shampoos and conditioners are made of 100% recycled and recyclable plastic. By 2025, it aims for 100% of its bottles will be made from 100% recycled plastic and 100% of owned boutiques to offer a recycling service.