Parent company L'Oréal has also received a PCD Award for its Elvive shampoo refillable pouch
L'Oréal has expanded its eco-friendly refill options to professional hair care brand Kérastase with a new refillable shampoo pouch, created by Arcade Beauty.
The 500ml PE pouches are said to reduce plastic by 82%, compared with a regular bottle, and allow consumers to refill six Kérastase products from its Genesis, Nutritive, Resistance, Blond Absolu and Chroma Absolu shampoo lines.
The French beauty giant hopes to build on the success of its refillable pouches for its L'Oréal Paris shampoos, which have now been honoured with a PCD Award, recognising its commitment to cutting down on plastic and single-use packaging by replacing it with more sustainable options.
Launched last year across a range of L'Oréal Paris shampoos, including its Elvive Colour Protecting Shampoo and Elvive Dream Lengths Restoring Shampoo, the all-PE eco-refill pouches are said to cut plastic usage by 75% compared to two 250ml shampoo bottles in what was described as a first for the brand.
Meanwhile, the pouches can also be recycled in soft PE recycling channels where collection, sorting and recycling infrastructures exist locally.