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.
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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.
