Incentive required for L’Oréal’s in-store recycling points to be a success, says GlobalData

Following the news that L’Oréal is to launch in-store recycling points for its beauty products:

Lia Neophytou, Consumer Analyst at GlobalData, a leading data and analytics company, offers her view:

“L’Oréal’s introduction of in-store recycling points will certainly tackle two major barriers to recycling beauty products: knowing what product types can be recycled and where. Almost a third (32%) of UK consumers claim that recyclable or reusable packaging is more important to them following the pandemic, rising to 42% among Generation Z, according to GlobalData’s Recovery Tracker Survey (published Sept 9th 2020).

“However, the success of L’Oréal’s initiative will rely on the firm’s ability to encourage consumers to take their empty products to stores in the first instance, which is a new behavior for many. Incentivising consumers with small discounts on their next beauty purchases upon participating in the scheme could bridge the initial gap between their existing behaviour and desired new beauty recycling habits going forward.”

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