Study shows refillable cosmetics are attractive for consumers despite drawbacks

For World Refill Day, on Monday June 16, French beauty industry association FEBEA has published a study on the perception that French female cosmetics consumers have of refillable cosmetics products*. The goal was to better understand the expectations of consumers and the obstacles they are facing with regards to a type of format that is gaining traction, but whose potential is still limited by various drawbacks.

The study, which surveyed 2,251 women and was carried out via focus groups, found there is a growing interest for refillable beauty and personal care products: 59% of respondents said they have bought at least one refill in the last 12 months.

The average buyer profile that emerged is of a woman aged 19-44, with high income, living in a household of three or more people, and a very frequent buyer of cosmetics.

For 70% of respondents, reducing the products’ environmental impact is the main motivation for purchasing refills, followed by savings (for 64% of respondents) and convenience (39%). In terms of formats, consumers prefer small-size, capped refills that can be poured into a re-usable container (44% of respondents), ahead of refills that must be inserted into the original container (38%).

Despite consumer interest, there are obstacles to a wider adoption of refillable products. The first (for 44% of respondents) is lack of in-store availability of refillable formats, followed by lack of knowledge about them (32%), the perceived complexity of the refilling act (19%), and health and safety concerns (14%). Also, refillable containers are still largely non-existent in product categories like make-up and toothpaste.

To further encourage the adoption of refillable products by consumers, cosmetics brands must therefore offer a range of formats: According to the study, the ideal capacity of a refill is from two to four times the initial product’s capacity. Travel sizes are also much appreciated.

In addition, the financial savings expected by consumers are between 10% and 20%, irrespective of the refilling solution. The study underlined that consumers are also looking for clear information on environmental benefits. Finally, brands must make refills visible in-store, and place them at the heart of their product offering. They also need to raise awareness about this type of solution via ad hoc advertising.

Global beauty giant L’Oréal has done exactly that by launching the #JoinTheRefillMovement campaign, a global multi-brand effort across multiple product categories and distribution channels aimed at encouraging consumers to embrace refillable products. The campaign features Lancôme, Armani Beauty, Yves Saint Laurent Beauty, Kiehl’s, Mugler, Maison Margiela Fragrances, Prada Beauty, Valentino Beauty and L’Oréal Paris.

The group’s retail partners will support the campaign in order to boost the visibility of L’Oréal beauty products and lines available in refillable versions. The campaign also focuses on the benefits of refills both for the planet and for consumers’ wallets. “For example, opting to purchase a 100ml refillable bottle of La Vie est Belle L’Elixir [perfume] instead of two 50ml bottles saves 73% glass, 66% plastic and 61% cardboard,” said L’Oréal.

*An initiative supported by Citeo as part of the EncoRE plus de réemploi (reuse even more) project, run by the Senseva agency.