Wednesday, January 8, 2025
[conference] REFILL / REUSE: exploring the reality of the market
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Value for money, practicality, and desirability: the keys to refill’s success
80% of a product’s impact is determined in the initial design stages
Camille RIALLAND,
Senior Global Marketing Manager
at STELLA by Stella McCartney
Senior Global Marketing Manager
at STELLA by Stella McCartney
“80% of a product’s impact is determined in the initial design stages ,” says Camille Rialland, Senior Global Marketing Manager at STELLA, the vegan cosmetics brand launched by Stella McCartney in September 2022. “The refill was designed to be at the heart of the packaging. We even made it into a central feature as it is visible through the glass bottle.” The result is that some customers only buy the refill, which is lightweight and retails for 20% less than the finished product.
There is one problem, however: “There is no 100% recyclable airless pump on the market. So this one is not monomaterial,” she comments, with a note of regret. In reaction to this, the brand has developed a cleaning guide for users – with the support of the LVMH group – in order to avoid microbacterial contamination. It recommends using an alcohol-based solution to clean its containers.
Maryll Beaux resolved this hygiene question in 2018 with the launch of Amalthéa, a brand of organic, refillable beauty products: “We clean the
bottle, sterilize it, and refill it, and then send it back by post,” explains the company’s founder. “With our solution, CO2 emissions can be reduced by over 90% in five years. And it benefits the customer financially.
” Once the bottle has been purchased, the 30ml format will cost €7.50 less and the 100ml version €15 less. After a first production line for consumers, the brand is now targeting the hotel industry with a solution that is ” safe, traceable and super-simple: you just change the bottle,” notes Beaux.
bottle, sterilize it, and refill it, and then send it back by post,” explains the company’s founder. “With our solution, CO2 emissions can be reduced by over 90% in five years. And it benefits the customer financially.
” Once the bottle has been purchased, the 30ml format will cost €7.50 less and the 100ml version €15 less. After a first production line for consumers, the brand is now targeting the hotel industry with a solution that is ” safe, traceable and super-simple: you just change the bottle,” notes Beaux.
Two out of 10 customers come back for a refill after three to four months. That’s not a large number yet, but those who do refill are delighted with the value for money
Camille SEBBAG-BARJON,
General manager at LE PHILTRE VODKA
General manager at LE PHILTRE VODKA
While sterilization is not an issue in the world of wines and spirits, environmental impact certainly is. The vodka brand Le Philtre has a clear
ambition in this area: “To reconcile enjoyment and quality with environmental responsibility,” explains Camille Sebbag-Barjon, General Manager of Le Philtre Vodka. The brand’s pledge is “Responsible Hedonism”, with vodka produced from organic wheat, made and bottled in France by the Maison Villebert distillery in Cognac in stylish bottles made from recycled glass.
ambition in this area: “To reconcile enjoyment and quality with environmental responsibility,” explains Camille Sebbag-Barjon, General Manager of Le Philtre Vodka. The brand’s pledge is “Responsible Hedonism”, with vodka produced from organic wheat, made and bottled in France by the Maison Villebert distillery in Cognac in stylish bottles made from recycled glass.
The ability to refill them completes the circular concept. In addition, an attractive, stainless steel demijohn-style bottle launched at around a dozen retail partners since the end of 2022. “Two out of 10 customers come back for a refill after three to four months. That’s not a large number yet, but those who do refill are delighted with the value for money,” affirms Camille Sebbag-Barjon.
Eve Mignot, Sustainable Development Manager at ecoSPIRITS. Launched in 2022 within the Pernod-Ricard group of cafés, hotels and restaurants, ecoSPIRITS is a B2B system for packaging spirits in reusable containers that has been developed in 19 countries so far.
Whether it’s cosmetics or wines and spirits, certain factors are indispensable when it comes to changing consumer habits. And the number-one factor is price. “People will make an effort to consume better if there is a financial benefit. […] You can’t ask them to pay more, it won’t work,” states Camille Sebbag-Barjon. Customers save €15 when they refill a bottle of Le Philtre. Eve Mignot adds: “This makes us examine all costs throughout the distribution and production chain.”
Another key criterion is desirability, which is especially true in the world of luxury goods. The design of the bottle is key.
There is another obstacle in the B2B sector: space. This explains the use of compact, attractive dispensers at the point-of-sale
And let’s not overlook functionality, which is essential to convince customers – be they businesses or members of the public. According to Maryll Beaux: “If we don’t make life easy for them, they will choose something else. Together,
we’re making a real impact on the environment.” We just need to keep talking about it.
we’re making a real impact on the environment.” We just need to keep talking about it.
Article based on the conference REFILL / REUSE: exploring the reality of the market by Eve Mignot, Sustainability Manager – ECOSPIRTIS, Maryll BEAUX, Founder AMALTHEA, Camille SEBBAG-BARJON, General Manager – LE PHILTRE VODKA, Camille RIALLAND, Senior Global Marketing Manager – STELLA by Stella McCartney