ELVIVE RECYCLE LOGO IMAGE

L’Oreal Paris Elvive’s new 100% recyclable bottles are set to save 7,000 tones of plastic a year

7th September 2020 | Author: Victoria Woollaston-Webber

Fresh off the back of the launch of L’Oréal Paris’ paper-based tubes, under its La Roche-Posay range, its Elvive brand is taking the idea of making the beauty industry more sustainable and eco-friendly a big leap further.

L’Oréal Paris Elvive has committed to make all of its plastic packaging either recyclable, reusable, refillable or compostable by 2025 and to use only plastic from recycled or bio-based sources by 2030. Scroll to the bottom of the page to see what L’Oreal Paris Elvive’s new bottles will look like.

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The UK’s leading shampoo and conditioner brand has also announced that it will deliver bottles that can not only be recycled, but from September they will be made from 100% recycled plastic.

According to the brand’s estimates, this will save a whopping 900 tonnes of plastic annually in the UK alone; the same weight as 50 double decker buses.

Globally, this will save a staggering 7,000 tonnes; nearly the same weight as the Eiffel Tower (which stands at 7,400 tonnes).

SUSTAINABLE BEAUTY 

Beauty Kitchen recently announced plans to install 1,000 beauty refill stations.

These will resemble vending machines and have touchscreens where customers can choose beauty products.

Over the next two years, customers will be able to refill their beauty bottles, rather than throwing them away.

The pledge follows research commissioned by L’Oréal Paris Elvive that found 32.8 million Brits still struggle with the idea of recycling bathroom products and 74% confessed that if a product worked well, they would choose it over a similar, sustainable alternative.

However, the research also flagged that consumers are looking to brands for help: 40% of people in the UK want brands to help them make a difference environmentally and 28% said they don’t lead an environmentally sustainable life – but would like to.

The biggest sticking point? Knowing exactly what is classed as sustainable and what they can actually recycle.

Almost half of those surveyed (44%) admitted to being confused by recycling logos and 87% claimed they would recycle more if brands made it clearer on the packaging of products.

In response, L’Oréal Paris Elvive has opted to dedicate a third of its future packaging to clearer recycling instructions.

This is the latest sustainability innovation from the cosmetics giant. In June, it partnered with Albéa to create paper-based tubes for La Roche-Posay’s Anthelios sunscreen body lotion.

The tubes use 45% less plastic and are made from bio-based and FSC-certified cardboard.

They’re obviously not entirely free from plastic, but the two brands said at the time that the launch represented their commitments to protecting marine life and the environment going forward.

The partnership is said to be working on a number of similar product lines and packaging ideas due for release over the coming months and years.

READ NEXT: What does shampoo and conditioner actually do to your hair?

However, the research also flagged that consumers are looking to brands for help: 40% of people in the UK want brands to help them make a difference environmentally and 28% said they don’t lead an environmentally sustainable life – but would like to.

The biggest sticking point? Knowing exactly what is classed as sustainable and what they can actually recycle. Almost half of those surveyed (44%) admitted to being confused by recycling logos and 87% claimed they would recycle more if brands made it clearer on the packaging of products.

In response, L’Oréal Paris Elvive has opted to dedicate a third of its future packaging to clearer recycling instructions.

This is the latest sustainability innovation from the cosmetics giant. In June, it partnered with Albéa to create paper-based tubes for La Roche-Posay’s Anthelios sunscreen body lotion.

The tubes use 45% less plastic and are made from bio-based and FSC-certified cardboard.

They’re obviously not entirely free from plastic, but the two brands said at the time that the launch represented their commitments to protecting marine life and the environment going forward.

The partnership is said to be working on a number of similar product lines and packaging ideas due for release over the coming months and years.

Elsewhere, L’Oreal committed to net-zero emissions by 2050 as part of the United Nations’ Global Compact Business Ambition for 1.5°C.


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